Name: Mum2mum Market
City: London
Website: www.mum2mummarket.co.uk
Mum2mum Market organises baby and children’s secondhand sales across the UK where mums can sell to mums. The sector we operate in traditionally markets an event with a small ad in the local paper. By thinking differently, and running an innovative marketing campaign, we run much bigger and more profitable events and develop new revenue streams on the back of this.
Some of our most effective marketing strategies add value for our customers. Prospective sellers can sign up to our decluttering tips series, which aims to attract customers by breaking down the barriers to booking a stall. The eight-week series has a 70% open rate and 50% conversion to sale - a great return on investment for a small monthly admin cost. Potential buyers take advantage of our 2 for 1 voucher and bring a friend for free. This works on many different levels - it encourages people to talk about the event and invite friends, which increases footfall at the event and profit for our sellers.
We gather demographic data and email addresses through the vouchers, which allows us to gauge the effectiveness of different marketing strategies, get to know our customer better and build our email marketing database.
Most buyers access the voucher through Facebook, which requires them to ‘like’ our page and creates a new line of communication between us. Buyers bringing a friend or partner to the event are more likely to make decisions on big purchases such as a cot or pram, and spend more.
Cath Harrop is the director of Mum2mum market
