Marketing to newborns?
Disney is coming to a maternity ward near you.
The New York Times reports that the company is marketing Disney Baby at hospitals in the U.S.
In this new venture, the company gains access to the maternity hospitals through a company called Our365, a business that sells bedside baby pictures. Our365 pays hospitals for exclusive access, and companies like Disney pay Our365 to promote their own products. Our365 also has Fisher-Price and Procter & Gamble as clients. It is unclear whether mothers know of Our365’s financial ties to these companies.I delivered at Howard County hospital, and I bought pictures through Our365 and since then, I've been getting emails promoting various products.
It's a smart move for Disney, but I'm not sure how I feel about this practice. The story notes that some hospitals have banned the practice, citing privacy concerns for one.
The marketing can leave a strong mark. The gift bag that I received included free samples of baby formula Enfamil, so when J. transitioned to formula, Enfamil was our family's go-to brand.
In recent years, Disney has had to fight criticism of its Baby Einstein videos and toys for babies and toddlers over its advertising claims that those products can make kids smarter.What do you think of Disney's most recent push into the newborn market?
Comments
I'd like to ask the wives of the *men* who thought up this *untapped market venue* if they would appreciate someone interrupting their sleep and recovery, or their baby's feeding or her stitches checkup to sign up for email alerts!! Disney (along with any other company) should be ashamed of themselves for not respecting the preciousness of that space. Market in the hallways, in the cafeteria, or give women the ability to opt out of these intrusions during pre-registration. Disney just lost my respect, and my business for this idiocy!
Posted by: cred | February 9, 2011 11:55 PM