Integrated Marketing Communications Plan: Little Trendyz

About Little Trendyz

When Lisa Feder Youngelson realized lining up the snaps on a onesie or abrupt exposing her new baby to the cold weren’t exactly ideal for changing diapers, she decided to take matters into her own hands. Founding Little Trendyz in 2011, Lisa developed a patent-pending footed pajama with three snaps on the chest and a zipper from foot to belly called the Zippyz. This unique design enables a parent or caregiver to quickly change a baby’s diaper without completely undressing him or her and without having to line up snaps correctly. This products lends itself well to the brand’s tagline: More cuddles, less fuss.

As a new mom, Lisa has taken an idea and grown it into a successful business. For this project, I have developed an integrated marketing communications plan for Little Trendyz for the first quarter of 2014. While I cannot post the entire plan on this blog, it will include an evaluation of the company’s website, blog, social media accounts, and events, as well as supply several ideas to improve its current marketing tactics and ideas for new strategies. Zippyz is a product that should be a household name for any American family with a new baby. Now it’s time to take this brand to the next level.

Target Audience

As a company that sells footed pajamas for babies, Little Trendyz obvious target audience is moms, which is great! The reason? Moms are usually the “buyers” in their households. In fact, women make 85% of the purchasing decisions in a household and they tend to be the most active on social networks.  Beyond marketing to just moms, Little Trendyz should include anyone who primarily cares for newborns or interacts with moms who do. This could include, relatives of young families, daycare centers, children’s hospitals, and babysitters.

SWOT Analysis

This is a brief, high-level SWOT analysis to provide more of the “big picture” around this brand.

Strengths

• Zippyz is a great product. Made from quality materials, it can withstand substantial “wear and tear” and is soft on babies sometimes sensitive skin.
• Lisa is a “real” mom, so consumers can trust her idea and product development.
• It’s easy. The product makes mom’s or caregiver’s lives easier by helping with diaper changing time. This will be attractive to any potential customers.

Weaknesses

• Zippyz is not a household brand… yet!
• At $24 each, the product is priced a little higher than similar footed pajamas from name brand companies, including Carter’s ($10-$15) and Kohl’s ($12-$16).

Opportunity

• Create celebrity endorsements. We know Gulianna Rancic (pictured) loves the product, let’s get her to officially endorse it and promote it.
• Develop strategic partnerships. See if you can join forces with a local children’s hospital to provide Zippyz for every newborn to go home from the hospital in, or provide a gift card to be placed in a gift bag for moms when they go home. The brand could also make a donation to moms-in-need, which could garner media coverage and boost the company’s profile.
• Attend industry trade shows to showcase the quality of the product, this may help with pricing comparisons and get the brand more national attention.
• Improve website content and SEO.
• Enhance the brand’s blog, by developing a content strategy and even ask for “guest” bloggers.
• Create mom testimonials to be featured on the website and promote on social media sites.

Threats

• Lots of competition in the market can make it hard to get noticed.
• Until the patent is approved, could face imitation products.
• Cheaper footed pajamas available nationwide.

The Benefits of IMC

Little Trendyz can benefit from an integrated marketing communications (IMC) strategy because it has a great product to sell. That’s the first step toward success. Zippyz is also a product that is easy to market because the target audience is so broad. Who doesn’t know someone with a baby? We all go to baby showers and Zippyz can now become that go-to gift for any new moms.

In a world where consumers are inundated with marketing materials, businesses can use IMC to connect with a variety of consumers and utilize different marketing tactics, all while sharing the same message. With social media, email marketing, and mobile there are several new ways to market to consumers. And usually it’s at a cheaper cost than traditional marketing strategies. This is especially helpful for small or new businesses.

Still not convinced of the benefits of IMC? Steve Olenski provides some perspective on the ever-changing marketing world and helps break down the benefits.

Little Trendyz is ahead of the marketing game by already having a website and a presence on some social media sites. This will help the brand hone it on its messaging and reach. I have the full confidence that with a little creativity, Zippyz and Little Trendyz will be in the home of every new family in the country soon enough.