The mesmerizing power of maternal advertising
In general, people tend to be easy targets of the advertising bombardment that the different media offer daily. This is how the message is captured by the unconscious and we begin to feel a certain level of empathy with said brand, product or service.
Pregnant women, especially first-time mothers, are much more vulnerable to these attacks, since during these nine months of pregnancy they have the need to learn as much as possible about what it will mean to be a mother. It is a great responsibility, since it is the life of a little being that will be in her hands, so it is imperative to provide the best care with the best products.
That is when the constant search for information begins in the different specialized portals, which are directly or indirectly linked to certain manufacturers. In this sense, the mother will not only be consulting information about how to take care of herself during pregnancy or how to take care of the little one at birth, but she will also know a series of products for the personal hygiene of the infant, transport equipment to facilitate their mobilization when leaving for a walk, among many other elements.
In this sense, the future mother must stay focused on her priorities and not get carried away by the hypnotizing power of advertising campaigns and spam to which she will be exposed every time she opens the browser on her computer, Smartphone or Tablet.
It is no secret to anyone that the world of advertising is quite competitive. There are many brands with a long history and others that are emerging, that day by day promote their products using different digital media. The purpose? Attracting a greater number of potential buyers.
A target that is considered an easy target for this type of promotional tactic is the maternal one. Next, we will tell you a little about the main strategies applied to future mothers:
Internet search crawl
Search engines, such as “Google” and even social networks, have a tracking system for each search carried out by the user. This situation does not really benefit us, but it does benefit the different companies that are ready to besiege us with a barrage of products.
For example, expectant mothers will begin to notice a wave of pregnancy-related ads appearing on the pages they visit, once they first enter a phrase similar to: “what are the symptoms of pregnancy? ”, “care that a pregnant woman should have after three months of gestation”, “can a pregnant woman exercise with weights?”, “what is the best baby basket on the market?”, “what What foods benefit both mother and baby during pregnancy? or any other concern that a woman may have at that time in her life.
Baskets given away in hospitals
In some countries such as Spain, it is customary to give the expectant mother a baby basket with some basic products for her care, such as diapers, creams for irritation, pacifiers and some bottles, during her first visits to the doctor.
This is a very popular technique in the world of advertising, since the user has a first contact with the product and, upon discovering the benefits and quality offered by the article, will unconsciously create loyalty for him. In this sense, the person becomes a potential customer.
Subscriptions and coupons
Some pages specializing in the subject of motherhood offer subscriptions to send weekly information of interest, which is attractive to some mothers. However, for this they have to provide personal data, which the companies take advantage of in order to send their homes some items for breastfeeding, cleaning the child, among others. In this way, they make the brand known, position it and most likely obtain the loyalty of parents for a future purchase. The same happens with the coupons offered by magazines, which present quite striking discounts and even the possibility of taking the products without making any investment. This is how they add one more follower to the brand.
hospital record system
Public or private hospitals have a registry in the maternity area with the record of each of their patients, this being quite useful information for the different companies of children’s products. This is how mothers can begin to receive some baby products at home. This type of promotion by brands is not illegal, as long as the data is protected. In this sense, the woman must be careful and, before providing this information in the hospital, she will have to verify this aspect.
There are many women who, due to this type of invasive advertising, receive products belonging to prestigious brands in their homes, which are ultimately beneficial for baby care.
One of them is Gloria Ferreiro who, after receiving a subscription coupon for a magazine at the hospital and sending it, began to enjoy gifts, stories for the baby and discounts on the purchase of certain items patented by the brand. Marta Rodríguez is another mother who subscribed to a magazine and began to receive gifts for the infant.
Sofía Coca, despite the fact that she never registered on any baby portal or magazine, began receiving products from recognized brands after her first medical check-up. In fact, an invitation card arrived at her house to participate in a contest that had as a prize a batch of various items for the care of the little one. As if that were not enough, both she and her husband were invited to join a book club.
A less fortunate case is that of Gillian Brockell, whose baby was stillborn. After her loss, the woman continued to receive information, promotions and gifts, which led her to write to the different portals that generate said advertising. She expressed in the statement that if they were able to invade her social networks to find out that she is pregnant and send her products, then they should also know that her son is dead. Undoubtedly, they were harsh words that sparked great controversy around the issue of advertising bombing.