Why shouldn’t babies sleep as comfortably as we do? Today we meet Chief Marketing Officer of Newton Baby, Aaron Zagha.
Founded in 2015 by Michael Rothbard, Newton Baby was inspired by concern for his two kids, who weren’t sleeping well. Rothbard decided to look deeper into the making of crib mattresses, which are usually thin, flimsy, and poorly manufactured. With a background in the bedding industry to fall back on, he saw an opportunity and decided to do something about it.
Newton Baby created an innovative baby mattress that is breathable and washable and quickly established the company as the leading luxury crib mattress on the market. With a differentiated product and higher price point than traditional run-of-the-mill baby mattresses on the market, their early customers tended to be affluent parents who wanted the very best of everything for their baby. But that has since changed.
The intersection of creative marketing and a more well-researched and discerning customer has helped Newton Baby expand beyond their early affluent customers to a more mainstream demographic. Aaron discusses how they used a variety of marketing channels and tactics, such as social media, influencer marketing, and email marketing, to effectively tell their story and expand their target market.
“We had to get a little more creative. Instead of just showing scientific data and charts, we had to tell the story in a more relatable and understandable way to make sure that we were more accessible to the mass market. We did that primarily through video ads and paid social, and influencers especially.”
Aaron also discusses the challenge many ecommerce businesses face: customer retention. Newton Baby has a unique challenge in that their customers have a limited shelf life—after all, babies grow. To double the impact, because of the high quality of the product, they are often handed down from one child to the next. Aaron sheds some light on this challenge and how they drive repeat sales—and a whole lot more.