Mater Mothers’ Hospitals’ maternity and baby care product range have had a bumper sales month which has resulted in greatly increased distribution following their Product of the Year win in February 2016.
Mater was given a Product of the Year Award in the Baby Care category for their exceptional nappies, which have been specially designed by midwives and mums at Mater Mothers’ Hospitals in Brisbane.
For the two months following the award win, sales increased 55 per cent compared to the same period last year, making it one of the biggest sales periods since the hospital launched their nappies into grocery.
Mater’s Director of Brand and Marketing Projects, Tania Alves, said the win has been a fantastic boost to their marketing efforts.
“Winning Product of the Year has been a huge opportunity to showcase our innovative products, build our brand awareness and increase sales,” she said.
Ms Alves said they have integrated the win into all aspects of their marketing strategy and tactical campaigns.
“The Product of the Year award has been included in all facets of our plans, from logo use on the pack to targeted advertising campaigns, consumer and trade shows and through our social media channels,” she said.
Mater advertised and received PR coverage in a number of local consumer publications including Brisbane Times and The Sunday Mail.
Specialised consumer magazines such as Mother & Baby and Toddler Times were also targeted as well as trade publications such as Retail Pharmacy and Pharmacy Daily.
The Mater stand at The Essential Baby and Toddler Show in Brisbane featured the POY logo and attracted 16,000 visitors.
One of the most innovative award promotion tactics Mater have used is one of the campaigns they ran through their Facebook page.
Mater called for new mothers to host their own “Product of the Year” party in their homes, sending red banners and balloons and product sample party packs for the celebrations.
Mater got a great reaction to the initiative and posted their customer’s parties on their Facebook page.
Mater also used the win to promote the products internally in the ‘m’ magazine which is distributed to 6500 staff and an edm to the hospital’s patient database of more than 9000 subscribers.
“The Product of the Year win has been fully integrated into all of our materials and initiatives,” Ms Alves said.
“Our aim is to increase our Mater maternity and baby care product range distribution allowing families increased accessibility and the Product of the Year win is certainly strengthening our plans to do that this year.”