2. Marketing for the German market
Advertisement
▪ Print:
▪ Magazines (e.g. „Eltern“ is very popular amongst parents-to-be)
▪ Posters, Flyers, Info material:
▪ Hospitals
▪ Paediatrician
▪ Gynaecologist
▪ Antenatal classes
Since the Danish and German culture is so much alike, I would expect most of what works in
Denmark to work in Germany as well.
3. Marketing for the German market
▪ Online:
▪ Forums for parents-to-be and parents of preterm children
▪ Online shops for baby food and equipment
▪ Social media:
▪ Facebook page
▪ Instagram
Twitter is rarely used in Germany and not worth the effort in my opinion.
4. Expanding the target audience
The app as well as the book could be useful for all parents of newborn babies.
▪ Communicate the app as a diary for new parents with the emphasis on preterm
born babies.
▪ Guides, tips and information for both but especially for preterm children
(divided by category)
5. General strategy
▪ Emotional communication (e.g. address audience with „Du“)
▪ Differentiation strategy (because the app is free)
▪ Modern Design (e.g. Google‘s Material Design) will make the app more desirable,
trustworthy and professional
▪ Interface more user-friendly (e.g. allow „back“ button to close app)
▪ Expand sharing option to community in forum style (ability to advertise)
▪ Customisable merchandise (e.g. cups, t-shirts, pillows with photos)
This would greatly distinguish Barnets Bog from its competition.
