Baby Products and Accessories Market-Munchkin and Safety 1st
As of 2016, Munchkin and Safety 1st had revenues of $43.5 million and $37.8 million, respectively. Munchkin's marketing strategy revolves around building a community of happy customers. Unfortunately, there are no reports in the public domain revealing the marketing strategy of Safety 1st. However, the research produced insights into marketing tactics used by Safety 1st.
- Munchkin's revenue reached $37.8 million in 2016, according to a report by Statista, which also observed that Munchkin was the leading baby safety and accessories brand in the US.
- The company's marketing strategy draws from Munchkin's drive to build a lifestyle brand for families, as well as to build a community of loyal customers comprised of happy kids and happy parents, according to a report by Pixlee. As per the report, the company's marketing strategy revolves around four key channels, including Instagram, social contests & campaigns, social email personalization, and social reviews on product pages.
- Across these marketing channels, Munchkin prioritizes the use of user-generated content to lure potential customers into its brand community, a process that makes it possible for people to be 2.3X more likely to purchase and increases order value by 20%. An executive of the company said, "photos from other consumers add trust and legitimacy to our brand, and help shoppers understand how our products fit into their active lifestyles."
- Furthermore, across its core marketing channels, Munchkin uses the tag integration technology, Tealium, to deploy an omnichannel personalization marketing tactic, which enables it to build brand engagement and community. This deployment allows Munchkin to enhance the experience visitors get on its e-commerce websites, driving conversions and revenues.
- According to the site analysis platform, SimilarWeb, Munchkin's estimated 87k/month website traffic comes from search (76.31%), direct (18.63%), display ads (0.40%), social media (3.95%), and referrals (0.93%). About 83% and 17% of the company's search traffic are organic and paid ads, respectively, showing that search engine optimization (SEO) is a critical part of Munchkin's marketing tactics.
- Advertising directory, Adbeat, showed that 99% of ads by Munchkin are direct ads. Key messaging used in these ads promoted how Munchkin's products made parents and kids happier, with most of them having happy kids' images and a product caption like "New Wildlife Miracle Cups."
- A recent email ad campaign by Munchkin had the message, "Now you can be just like your Munchkin, with our Parent & Me Miracle 360° Hydration & Cup Set," indicating that the company's messaging centers on promoting its products for kids and parents.
- In 2016, the company's revenue reached $37.8 million, according to a report by Statista, which also observed that Safety 1st was one of the leading baby accessories and safety brands in the United States.
- In an interview with My Total Retail, Dorel Juvenile's VP of Consumer Engagement (Safety 1st's parent company), Bob Land, stated that each brand in their portfolio has a different strategy. Unfortunately, he did not provide insights into the marketing strategy of Safety 1st.
- A report by Dorel Juvenile in 2018 showed that the company uses Facebook Live videos as part of its strategy for promoting the Safety 1st brand. According to an executive of the company in the report, "using Facebook live video as a tool is a natural evolution for our social marketing strategy; it gives us the ability to engage intimately with our consumers in a way that immediately generates awareness about our events and products."
- According to the site analysis platform, SimilarWeb, Safety 1st's estimated 137k/month website traffic comes from search (73.22%), direct (22.74%), display ads (1.2%), social media (1.65%), and referrals (1.19%). Also, over 95% of the company's search traffic is organic, revealing that the Safety 1st focuses more on search engine optimization (SEO) as a marketing tactic for customer acquisition.
- Advertising directory, Adbeat, showed that 99% of ads by Safety 1st have images and are 100% programmatic ads published mostly on external websites in the automobile and news industries. Key messaging used in these ads promoted the safety of kids using Safety 1st's products; for example, a recent ad campaign had the copy, "HD WiFi Baby Monitor — A WiFi Monitor You Can Trust."
- Recent ad campaigns by Safety 1st in the last two years revolved around the need for nursing parents to protect their infants by keeping eyes on them, using the company's products. Some messages used on them include, "Take your nursery to the tech level with the Safety 1st WiFi Baby Monitor," "See and hear your baby wherever you are, whenever you want with the Safety 1st HD WiFi Baby Monitor," and others, having the same theme.
The research team began by investigating the websites and social media accounts of Munchkin and Safety 1st, looking for insights into their revenues, marketing strategy, and other information required. Unfortunately, there were no reports in the public domain by these companies specific to the needed information. As per our investigation, both brands are privately-held companies, meaning they are not obligated to reveal their financial data or marketing strategies. Therefore, we proceeded to research credible external directories and found a report by Statista, showing the revenues of Munchkin and Safety 1st. Our second investigation also produced reports with insights into the marketing strategy of Munchkin; unfortunately, there was no information in the public domain, revealing that of Safety 1st. However, we provided a few details related to the company's marketing strategy, as publicly available.
Finally, we leveraged site analysis and ad directory platforms such as SimilarWeb, Adbeat, and others to provide insights into the marketing tactics of Safety 1st, as a proxy for its marketing strategy. Then, we examined the ads by each company available in the public domain to provide information on their recent campaigns and key messaging.