Building relationships with mums-to-be and new mums

SMA Nutrition

Objective and brief

• SMA is one of the three leading baby milk formula brands in the UK
• SMA has put in place a comprehensive CRM (Customer Relationship Management) programme, which centres around a website and email campaign providing timely and personalised information for pregnant mums and new mums according to the stage of development of their baby. It also targets healthcare professionals such as midwives and maternity nurses
• Although Content Formula have not been involved in the design and development of the programme, SMA retain us as the main agency partner to manage the programme
• We have three main objectives:
  • Increase awareness of the SMA brand to mums and mums-to-be through search
  • Build relationship and drive engagement and loyalty through email and content
  • Provide ongoing metrics to demonstrate programme effectiveness and recommendations for improvement.

How objectives were met

• In order to drive new visitors to the site we put in place a pay-per-click campaign and continually work on search engine optimisation to drive natural search traffic.
• We build, co-ordinate and send out emails personalised to the baby’s development stage, constantly tracking results and putting forward recommendations to improve the campaigns.
• We optimise traffic flows through the site in order to drive up the time spent on the site and pages viewed by each visitor. We do this by analysing traffic stats and making changes to pages, content and design.
• We track metrics across a number of different tools and harmonise these into a single management report, pulling out conclusions and prioritised recommendations.