The baby gear industry generates roughly $356 billion annually, a number expected to reach $580 billion by 2033. And that doesn’t include diapers and formula. We’re talking about strollers, carriers, bags and all the other necessary parenting accessories.
Every irritating, painful, exhausting little moment of raising children has become opportunity for product development.
In 2018, Tushbaby launched around one of the most universal; carrying a 20-pound toddler on your hip. I spent seven years carrying three boys that way, with one hip jutting out to keep a hand free. The result was chronic wrist, shoulder and back pain. If Tushbaby existed in 2010, I would have purchased one instantly.
However, in a $356 billion industry, it’s not enough to find the problem, that’s just the start.
Parents are surrounded by product choices, and it’s difficult lift for a brand to convince a parent they need what you’re selling.
That was the challenge Sara Azadi stepped into as Tushbaby’s co-founder and CMO. The company arrived during what she describes as the Wild West of direct-to-consumer. Brands could move quickly, acquire customers cheaply and build awareness without traditional retail presence.
As the DTC playbook became more expensive and crowded, Sara’s job got more difficult.
Conversation Nibbles
An appetizer before the entrée
The death of lifecycle marketing: Consumers are increasingly turning to AI-mediated shopping, fundamentally changing how brands acquire and retain customers.
Exhaust your copycats: If you can’t win on price, beat them with better quality, safety, brand confidence and constant product improvement.
Listen to your fans: When your customers show you other ways they’re using your product, listen. Tushpuppy sold out in weeks of launching.
Don’t over-build your team: Build a lean team with cross-functional understanding. Things change too quickly for narrow focused experts. 👆🏽 Case-in-point to the role of a lifecycle marketer.
Career Advice: Build a jungle gym, not a ladder.
Enjoy the podcast and this adorable video.🐰 — Brandy Whalen, editor
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This season of CMO Uncovered is supported by CleverTap. CleverTap is the world’s leading engagement platform, helping brands build meaningful relationships through data-driven personalization. Powering over 2,000 customers globally, CleverTap’s AI-powered engine processes billions of data points daily to help marketers predict behavior and automate engagement at scale. From onboarding to advocacy, CleverTap provides the infrastructure needed to optimize every stage of the customer journey. For the CMOs building the next generation of iconic brands, CleverTap offers the precision and scale required to win in a crowded market. To learn more, visit clevertap.com.
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