Lansinoh launches UK loyalty club
Wednesday October 29, 2014 at 9:59am
As part of its ongoing focus on supporting breastfeeding mums, breastfeeding product manufacturer Lansinoh is to launch its ‘Happy Tummy Club’ in the UK next week The Happy Tummy Club advice is provided by Lansinoh’s very own Health Expert, Kate Hilton, and the loyalty programme aims to connect with expectant Mums by providing them with essential information and support at each stage of their pregnancy journey and beyond in to baby’s first years. Lansinoh has appointed direct response and relationship marketing agency WDMP to develop its customer engagement strategy in the UK and US markets, and The Happy Tummy Club is the first result of this relationship. As well as using its own customer data, Lansinoh is working with independent pregnancy advisory service Emma’s Diary to build its target audience and create awareness of the Happy Tummy Club. On joining the club, mums and mums-to-be receive a welcome gift. They then get e-mails every three to four weeks which are personalised to the stage of their pregnancy journey, as well as product offers and vouchers. Mums will also be driven to Lansinoh’s Facebook page, encouraging further interaction and relationship building. WDMP was chosen by Lansinoh because of its extensive experience in the babycare market. WDMP brought key insights into what is most important for new and expectant mums and how best to engage with second times mums. The ‘Happy Tummy Club’ name was chosen as a play on words, inspired by Lansinoh’s ethos of providing the best start for baby – happy tummy for Mum and for baby when born too. The baby club and campaign creative features a calming purple design with baby’s first footprints and the tag-line ‘with you every step of the way.’ Paul Day, marketing director at Lansinoh, comments: ”With new additions to our product portfolio, we have the perfect solution for breastfeeding and pregnant mums, babies and beyond, so creating a meaningful relationship with mum over a sustained period of time is key for us. The CRM strategy developed by WDMP complements our approach perfectly.” WDMP is a direct, digital and social agency with clients including Tesco Bank, BP, Just Retirement, University of Southampton, Monarch Airlines, ITN Source, National Centre for Social Research Solar Winds and Wonga For Business.