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THE BIRTH OF A CHILD, PARTICULARLY THE FIRST CHILD, IS A MAJOR LIFE STAGE EVENT. IT'S AN EVENT THAT TRIGGERS A WAVE OF CONSUMER PURCHASES RANGING FROM DIAPERS, CLOTHING, FOOD AND INSURANCE TO HOMES, FURNISHINGS, CARS, APPLIANCES AND MORE.
OUTSPEND CHILDLESS COUPLES 2-TO-1 AND ARE PRIME CANDIDATES FOR NOT ONLY A FULL RANGE OF BABY PRODUCTS, BUT ALSO DAYCARE, HOME ENTERTAINMENT, PHOTOGRAPHY, RECREATION AND CATALOG OFFERS -- VIRTUALLY ANY PRODUCT OR SERVICE THAT PROMISES THE FAMILY A BETTER WAY OF LIFE.
NO OTHER LIFE CYCLE LIST OFFERS THE ACCURACY, COST-EFFICIENCY OR SELECTIONS OF OUR NEW PARENTS DATABASE -- INCLUDING THE OPTION OF DEFINING MARKETS AT EITHER THE EXPECTANT STAGE OR AFTER DELIVERY.
CONSIDER THIS: ALMOST ONE OUT OF EVERY TWO BIRTHS TODAY IS A FIRST BIRTH, CREATING ENORMOUS MARKETING OPPORTUNITIES. MOST FIRST-BIRTH FAMILIES ARE ALSO TWO-CAREER FAMILIES -- WORKING MOMS AND DADS WITH LARGE, DISPOSABLE INCOMES AND NO BRAND LOYALTIES WHERE CHILD-CARE PRODUCTS ARE CONCERNED.
THIS NEW PARENTS DATABASE DEFINES THE MARKET AT EITHER THE EXPECTANT STAGE OR AFTER DELIVERY. PRENATAL RECORDS INCLUDE HOUSEHOLDS WITH MOTHERS IN THE THIRD OR LATER MONTH OF PREGNANCY. POSTNATAL RECORDS INCLUDE FAMILIES WITH CHILDREN FROM 0 TO 36 MONTHS OLD.
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