Marketing Mix: We'll call you - Cow & Gate

We want to hear the pitter-patter of tiny Mixes. Can Cow & Gate offer some motherly advice without milking us?

C&G Good morning, you're through to the Cow & Gate careline. How can I help you?

Mktg My husband and I have just decided to try for a family, but I'm really nervous about motherhood and wondered if you could help.

C&G I'd like to put you through to one of our midwives. Is that OK? They'll be able to speak to you a bit more about it.

Mktg Yes, that's fine.

C&G (midwife) Hello, I understand you're looking to get pregnant?

Mktg Yes, but I don't have a clue what to do with a baby or what to feed it - or me, for that matter. People and books are forever telling me what I should and shouldn't do and I don't know where to start. Please help.

C&G The first thing is to forget all the reading. Just remember you have a woman's body and it's very easy to become pregnant. And don't worry about what to feed your baby yet. It will be a while before you need to think about that and it's amazing how much information you can collect along the way. Relax. If you're hoping to get pregnant, the main thing to think about is not smoking, and I'd advise you to give up alcohol too.

Mktg Completely?

C&G If you're looking for optimal health for you and your baby, yes. Make sure you eat a healthy diet and take folic acid.

Mktg There's just so much information out there.

C&G Yes, it's hard these days because we make everything so materialistic and you can easily buy books, but sometimes you need to get back to the basics. We have a baby mailing programme which will give you advice and information; would you like to join it? It might also be worth phoning your GP and seeing if there are any pre-conception clinics in your area, as they will give you unbiased advice.

Mktg Thanks for your time, I feel a lot better.

C&G It's a wonderful time, but can be awful if you're bound up by worries. Your baby just needs security and warmth, which come from you and your partner. Enjoy the journey and take it slowly.

VERDICT

This call-handler's approach made me forget that she worked for a commercial brand. The advice was so sympathetic that by the end of the conversation I felt more than happy to divulge my details for the mailing. There was no sense of wanting to get off the phone or push products, and she seemed genuinely interested.

This is only a snippet of the free advice she happily dished out. The trick for Cow & Gate will be to build on this outstanding experience.

Score 9/10.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage