Kidspot.com.au acquires Baby & Kids

Parenting website Kidspot.com.au has added offline organisation Baby & Kids Market to its portfolio. 

The announcement:

Kidspot.com.au (Australia’s leading parenting website, owner of Birth.com.au – Australia’s leading pregnancy website and the SheSpot media portfolio) today announced the addition of Baby & Kids Market to the group. The offline market organisation reaches 120,000 Australian mums and mums-to-be annually at grass roots community events held weekly. The acquisition places the group in a unique position offering advertisers the fastest and easiest way to extend their digital campaigns into the “real world”.

Kidspot’s Business Development Director, Natalie Mactier said that consumers’ need and expectations for “real time” information and connections was increasingly extending to the “real world” offline.

“We value the relationship we have with our users and identified the need for our brand to connect with them offline. We recognize the passion and behavior drivers in the Baby & Kids Market audience as being similar to our own and see this as an extension of our online community’s relationships and purchase behaviour.”

Kidspot has launched a number of exclusive advertiser packages whereby brands can tap the market culture and connect with the thousands of mums attending the weekly events, most who attend with close friends or family. The packages enable advertisers to get their brands into mums’ hands in a meaningful and trusted environment .

“Through user surveys we found that 100% of the Baby & Kids Market shoppers are interested in new product information. They come to these events with an open mind and a few spare child-free hours up their sleeve, looking for a bargain. We also know that the greatest influence on mums’ purchase behaviour is word of mouth recommendations. Our advertising solutions focus on engaging consumers on behalf of brands and converting a targeted, passionate group of mums into brand advocates.” Mactier said.

One component of the offline advertising packages will extend Kidspot’s very successful online sampling and seeding product; Kidspot Mums Say. Since launching 12 months ago, Mums Say members have reviewed and blogged their recommendations across a variety of products from Johnson & Johnson, Bonds, Nestle, John West, Universal, Viva, Crayola, Contours, Bega, Banana Boat, A2 Dairy and Yoplait.

Source: Kidspot.com.au press release


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