Put simply, Australian site Source Bottle is an online service that connects journalists and writers with ‘sources’. Pollen Marketing has also integrated Source Bottle into a number of marketing strategies over the last 8 months with some great results. This can form the most cost effective part of your marketing mix, yet can have the most impact.

So what are some of the top ways we have used Source Bottle?

1.Line up key speaking or article writing gigs to expose your personal brand. This is the best way to position your personal brand or company as a trusted advisor and thought leaders in your industry  or niche.

2. Find opportunities to promote your product – There is a call out for this sort of thing everyday fro numerous campaigns or events. This is the perfect way to get your product into the hands of a very targeted audience.

3. Build traffic to your website  - Find a number of like minded people that can contribute articles or blogs to your website and bring traffic your way.

4. Research a topic of interest – Line up an interview and get personal account. This holds water over your typical marketing garble.

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A recent trip to my beloved KikkiK last weekend appealed to a sentiment not often felt when hauling my 3 youngsters through a shopping centre – Peace. Normally running errands for this mother of 3 is nothing short of a nightmare.

According to Australian Bureau of Statistics, the 2007 birth rate was the largest recorded in history (ABS 2009). That was 19,400 more babies than the previous year. There is a mountain of mothers pushing around record numbers of three years.

Research has shown that women are the primary decision makers for consumer goods in 85% of households, and women make 75% of decisions about buying new homes, and 81% of the decisions about groceries.

I am not referring to ‘Parental Yielding’ (Berey & Pollay 1970) which is a term given when parents give into the child’s repeated and persistent requests. What I am saying is that even if the child’s nagging is not a direct influence in the purchase decision, making a visit to your business effortless for her will resonate long after she leaves the store.

However aside from the obvious products that families with small children need to purchase such as nappies or suitable cereal, many other businesses could benefit from catering for this portion of the population. What I am really trying to say is ‘ease of use’ for families. The moment we come through the door at Kikki.K, the shop assistant addressed my kids as if Brad & Angelina had just walked in the door.   I was completely at ease while browsing and I bought a number of items because I had the time to flick through everything and fall in love.  You can see my daughter in the picture above. She is a Kikki.K girl too!
Just look at iconic global brands MacDonald’s or Ikea. I would pay for Ikea’s momentary childcare – but it just so happens to be free. Businesses should incorporate such elements into their marketing plan now.

I would love to hear other brands that cater well for young families or how others can innovate in the comments section below.