Marketing to Day Care Facilities
On Thursday, December 18th, RDIA conducted its 2nd Roundtable discussion about cloth diapers in day care facilities. The focus on this roundtable was marketing to these facilities. The discussion is summarized below. We also recorded this event for RDIA members unable to attend the discussion. Download a recording of the event here.
The primary challenge is in getting foot in the door. As diaper services, we are offering to provide a service on which they can make money!
Use existing customers whose day cares accept cloth diapers. This is a starting point, a foot in the door, customer advocates. Offer free or discounted service, if referral results in a meeting.
1. Design & send simple brochure – profit potential chart – main selling point.
o Driver going to door
o Switching bags
o Videos (you tube):
§ Current customer
§ Staff changing baby diaper
§ Remove preconceived notion
Market to publicly funding day care facilities.
Each state has a licensing website – list of all licensed day cares in the state. Possibly make publicly funded a priority – if day care is subsidized, this is one way to make them subsidized.
Market other products - changing pads (non-vinyl) to get foot in the door.
Present at day care conferences. Maybe RDIA goes to a national conference.
Go to day care and provide fancy cloth diapers for picture days (they wear them only for the event). Holidays, open house events Put children in colorful AIOs for the day or duration of the event. DS does everything (provides diapers, takes the dirties away).
Video the event for website and marketing materials - kids wearing and playing with cloth diapers (they are safe to play with)
·The event can lead to follow up calls from interested parents (new customers).
Offer classes to the staff or staff and parents (Cloth Diaper 101).
Use day care’s newsletter to promote
There are possible challenges with certain state regulations as far as removal of soiled diapers every day. Check regulations in your state. Some states require an enclosed receptacle per child (for families that bring their own).
Use established business marketing channels for like minded organizations - team with local environmental organizations – some are through the local, municipal governments. Earmarked funds for green efforts.
Know your local regulations that are focused on reducing waste.
Team with green coalitions – research community level.
Talk with your local business development centers (SBA). Possible source of referral for government contracts and teaming partnersm