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From Sampling to Co-Ops: Following Moms through Life Stage Changes Helps Build Brand Loyalty 06/21/2004
Pre-natal and in-hospital sampling programs are used in part to deliver product samples into the hands of new and future mothers. During these critical life stage changes and events, new and future mothers make brand and service choices with which there is significant spending associated. At the time of sampling distribution, program owners also distribute surveys to the new mothers. A name list is then created using these returned surveys for co-operative envelope mailings throughout a child's developmental stages. These stages include milestones such as the first three-month mark and the first birthday. By following pre-natal sampling advertising efforts with new mother in-hospital sampling and continuing on through life stage co-op mailings, advertisers build a long term relationship with parents. This ensures brand awareness and reinforces brand loyalty as both mother and child mature.
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