Client
Baby Made (formerly Belly Art)
Services
Go To Market Strategy & ‘Done For You’ Marketing Management.
Business Type
Product Based Wholesaler
Year Launched
2002
Collaboration
2009-2011
Baby Made, previously known as Belly Art, is a successful service-based business that offers professional belly plaster casting for pregnant women from their Melbourne-based studio. As their popularity grew and serviceability limitations became apparent, the owners recognised the need to develop their services into products. To achieve this, they introduced the DIY Belly Casting Kit, which garnered substantial support from independent retailers, including major players in the Baby/Gifting market.
Business Challenge
Establishing Baby Made as the Premier Baby Keepsake Brand
With competition intensifying, Baby Made aimed to solidify their position as the leading brand for baby keepsakes among retailers. Leveraging the brand equity, they had built with the DIY Belly Casting Kit, the owners decided to launch a line extension product. An innovative Baby Keepsake called the Inkless Print Kit.
Business Solution
A Comprehensive Go-To-Market Strategy
Recognising their limited internal resources and being kept busy with the daily operational requirements of their already successful business, the Owners of Baby Made sought my marketing consultant’s assistance to develop and execute a comprehensive go-to-market strategy. Working collaboratively, we devised a brand marketing strategy to generate market penetration, drive customer adoption, and achieve revenue targets, including coordinating a series of lifestyle photoshoots to be included in press packs for major print publications.
Business Outcome
National Coverage, Rapid Sales, and Database Expansion
Baby Made gained national print coverage in all targeted Baby & Kids specific print and online publications; they sold out of the Inkless Print Kit product ahead of the projected timeline, increased sales by 3x and expanded the customer database by 60%.
Baby Made continues to thrive and expand its product range today.
