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Nine months
prenatal sampling
Nine months tis a direct marketing program for pregnant women. The idea is to provide mothers-to-be with professional and easily understandable knowledge concerning pregnancy and childbirth, and to show them the products on the market. When visiting the obstetrician’s or prenatal classes, a mother-to-be receives the Nine months pack free of charge, including guidebooks, samples, product catalogues, gadgets, leaflets, and so on.
Obstetrician’s surgeries:
Women who learn they are about to become mothers actively search for information concerning pregnancy, childbirth and childcare. They are open to new ideas and interested in all kinds of information and advice. They begin to explore the topics that will soon dominate their personal and family life. Their lifestyle is about to change, and their larger family will have new priorities and new needs. This is an exceptional and revolutionary change of their life.

The Nine months package is a perfect hit here: it responds to this emerging demand at the right time and place, and enjoys the recommendation of the obstetrician.

Target group:
  • women in the first months of pregnancy (1st and 2nd trimester)
  • who find themselves in a new life and family situation
  • who have a profound interest in knowledge concerning pregnancy and childbirth
  • who actively search for information about the products necessary at the time of pregnancy and after childbirth
Distribution site: 1,000 obstetrician’s surgeries
The package is presented by: the obstetrician
Average monthly circulation: 15,000 packages
Prenatal classes:
Prenatal classes are usually attended by women in late pregnancy, usually by those expecting their first child. The Nine months package is an ideal gift for them at this stage of their lives, and is always received with great interest.

Target group:
  • women in late pregnancy (3rd trimester)
  • who have secondary and higher education
  • who are strongly interested in all kinds of information concerning pregnancy, childbirth and childcare, with a high readership rate of magazines and guides for parents
  • who lack previous parental experience and who do not have the advantage of products handed down from an older child
  • who actively search for information concerning the products that are indispensable for mother and child
  • who are beginning to collect their baby’s layette
Distribution site: 300 prenatal classes
The package is presented by: the midwife
Average monthly circulation: 4,500 packages
The advantages of prenatal sampling:
  • This form of product advertising, combining a gift with an educational function, is both expected and very well-received by women
  • The advertising message is supported by the authority of the obstetrician and midwife, who hands over the package (the so-called opinion leader effect)
  • The advertising message reaches women when they have a great need for new information and products
  • Fathers-to-be are additional recipients, as they also attend prenatal classes
  • Selective distribution reaches the target group exclusively, eliminating the loss typical of mass communication channels
  • Feedback can be provided
  • 100% distribution of advertising material among the selected target group