Response Magazine - January 2013

with its marketing. And that means one
thing: driving more parents to tap directly
into the Baby Genius brand.
“Things are changing so quickly, but
we’ve found so many ways to directly
connect with our customers and new
consumers online,” Balaban says. “Social
media, and especially Groupon, have
been great for us. In the past year, we’ve
driven a massive number of new consum-
ers on to our customer lists.”
Balaban is very clear in his belief that
mobile technology is changing the mar-
keting universe that Baby Genius — and
all other brands — are living in. “Cable
companies will not be the main delivery
company of your advertising message,” he
says. “Apple and Microsoft will, whether
on smartphones, tablets or other Web-
connected devices. It all will integrate
seamlessly, I believe, and it’s our job to
make sure we integrate into that format.”
But Balaban compares that job to a
great leap of faith. “You’ve got to take

that one big step, understand that the technology is in place and strategize to become a digital partner with the players that are out there right now,” he says. “We’re a content provider for kids CDs, DVDs, books and more, and we have to become available at every distribution point, whether that’s Wal-Mart or Groupon and Living Social. If consumers see the content everywhere, they know it’s available and easily accessible, right through that phone they never leave home without. The smartphone is the most important new delivery device.”

Driving ‘Instant Gratification’

Still, even with the focus on new marketing technologies and outlets, Balaban knows that the content is all about video. Under Kovac’s direction, Baby Genius is readying and testing a series of new DRTV spots.

“We’re testing a couple of new music
products, but that’s a hard money spend,”
Balaban says. “Doing traditional
media like that is tough today
if you don’t integrate it to work
with the way people are consum-
ing media and buying products
now. That’s what this DR work is
designed to do — connect with

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