Response Magazine - January 2013

having what they want, where they want
and when they want it. And they’re only
going to grow more used to that. Instead
of hitting maybe 400,000 people with a
single TV spot, now your universe can
be a billion people — if you get the mes-
sage out to them where they want it and
they’re aware they can buy your product.”
Balaban adds, “We are leveraging di-
rect response across all these mediums in
a way to ensure consumers know they’re
getting a great value for a great product
for their kids from Baby Genius. People
are eager to spend money to help their
kids, and if we can be there with a great
product at the end of a couple pushes of
a button, it’s not only good for them, but
it’s great for us.” ;

Baby Genius has seen great success in expanding its customer base via key social media partners like Groupon and Living Social.

consumers who want immediate gratifica-
tion and also to continue to drive folks to
our traditional retail partners, too.”
Balaban also points to integrated ap-
pearances on some of TV’s most popular
morning shows that have driven great
results. “We often appear on popular
shopping and deals segments, where they
talk about available special offers for our
products,” Balaban says. “Those drive in-
credible and immediate results for us.”
Baby Genius is also leveraging its
You Tube channel with great success. “We
have 15 videos on You Tube featuring
bonus songs with our line of characters,”
Balaban says of the channel that has more
than 4,000 subscribers and has delivered
nearly 11. 4 million views. “We’re seeing
our views grow at the rate of 600,000 per
month, which we’re leveraging to drive
more visitors to our site and create aware-
ness of our other products.”
He also calls You Tube a “great equal-
izer.”
“When you are on You Tube on
someone’s computer, phone or tablet,
you’re just as big a player as anyone else,”
Balaban contends. “The inherent size
advantage of a company like Disney is
nullified.”
But Baby Genius’ wide range of direct
response marketing efforts all lead back to
one thing in Balaban’s mind. “It’s about
instant gratification,” he says. “Because of
how content is now accessed on different
devices, consumers have gotten used to

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