4th July 2018

When marketing dupes the marketeer. 

When marketing dupes the marketeer.

Some months ago I took a life experience step into the world of preparing for fatherhood (baby eta October 2018). Cue many congratulations and the still slightly odd comment of “well done” (urm thanks!?).

A brand new world of things you 'need'.

After the initial adjustment period, you start months of planning, nesting, researching and my new found hobby and subject for this blog – buying baby related items.

Whether you’ve experienced this before or not, here’s the low down on my learning in three categories of ‘stuff’ you need –

Things you MUST have – car seat, clothing, somewhere for baby to sleep.
Things you should have – more clothing, a colour changing room thermometer.
Things that are nice to have – extra cosy swaddle blankets (Dinosaur themed, of course).

Naturally, you plan to tick off the essentials first, consulting your bank account at all times. Now, this is where this blog actually begins to relate to marketing, I promise.

Suddenly in a world of mandatory items there becomes a distinction, and this is set out by branding. And that’s about the moment the three categories of stuff blended into one. And one particular brand, Nuna*. I shall take this moment to add that their items are very nice – prams, buggies and a lounger are available among others. Not an exhaustive list, but enough to cover a few of the essentials and show the extra lengths they go to with their products – inspired by nature, such and such textiles, all of the baby buzzwords.

But it was their tagline of ‘Impeccably tailored for the discerning parent of style’ that got me.

They ticked the practical boxes and it made me want them. Shopping for these items became fun and less of a chore. To give you some context as to the cost difference of this impeccable style we’ll look at the baby lounger. My new found knowledge indicates this is essentially a seat for your baby so they are comfy, can sleep in it and will generally not fall off things. Plus, you won’t fall over them if you forget where you left them (I’m very responsible so that won’t happen). A normal lounger could cost you £30, but the Nuna Leaf (inspired by nature, because it’s in a leaf shape) is £180. Both provide the same outcome – a seat for your baby.

Really for the additional £150 you’d expect it to do something spectacular, and it does – I think it’s brilliant. At no point do I look at it and think it was a waste of money, slightly helped by the fact it was on sale thanks to my thrifty internet travels, and mostly because it was a gift (thanks Mum). But if it wasn’t you can be sure I’d have been shelling out of my own pocket for it. Money aside, I can’t wait for our new arrival to use and (please God) enjoy it. It’s also going to complement the décor of my house in its stylish grey colour – another big, fat tick for the discerning parent.

As a marketeer you almost feel guilty when you get ‘done’ by marketing, and here I was succumbing to the marketing of Nuna. I felt the brand reflected me and my stylish aspirations of our future family, so to achieve this I needed some items from their range. Absolute madness.

So I applaud Nuna and their approach to branding. Their point of sale in store was eye catching and started this whole sordid affair, their messaging poignant and their products desirable. From consideration to purchase I’ve had a great time, turning a potentially laborious purchase into a pleasing one and it’s impacted me enough to write a blog about it.

It reminds me of what JosephJoseph did for kitchen utensils. They solved problems you didn’t know you had with smooth rounded edges and desirable branding. Suddenly cooking was more fun with some ‘inspired design’ utensils, and the same can be said of my baby furniture.

If only purchasing more everyday items could be as fulfilling as these, I guarantee we’d choose our products differently. Now if you’ll excuse me I have more fatherly preparation to do and I’ve just noticed that JosephJoseph have branched out into bathroom accessories as well, the crafty little scamps.

*This article is not sponsored, if it was I’d have way more Nuna stuff in my house!


Author: Tom Grimshaw