The retailer Mothercare this week announced that they will be buying out their joint venture partner to take full control of Gurgle.com, a content and community site for parents.
“Gurgle will retain its independent tone of voice, but will take selected opportunities to integrate further within Mothercare … We see Mothercare as our big sister who offers expert advice at every step.”
So what are the benefits to Mothercare of investing in Gurgle?
- Content Marketing: Take a quick look at the Gurgle site and it certainly doesn’t shout Mothercare at you. There is some Mothercare advertising and a Mothercare competition but nothing is in your face. That said, Gurgle is certainly a content asset – with over 300,000 monthly unique visitors, 100,000 registered members and new sites targeting both the USA and India.
In short, they’ve created their own media channel with a direct route to a sizable, extremely well-targeted market. Provided they tread lightly, that membership and readership base is likely to be responsive to Mothercare’s promotional efforts via the site. - A Brand in Itself: Gurgle is also a valuable brand in and of itself. Gurgle is also an excellent advertising vehicle for brands other than Mothercare. Banner advertising, sponsorship and competitions are all in evidence on the site. Not only will this generate revenues but it’s also an important ‘extra’ that Mothercare can offer key brands.
In short, Gurgle is marketing that pays.
How Can Your Business Do the Same – and Be the Media?
- What related content does your market want? Prospective customers won’t sit still listening to you drone on about your great products. In the case of Gurgle, parents and expectant mothers want advice, tips and a community that they can feel part of. Delivering relevant, non-sales, content can attract an audience and position you as a trusted resource.
- Choose a format. Gurgle’s focus is community and its social network plays a big part. It also means that much of the content that drives the site is user-generated. Depending on the needs and wants of your own market, you might create an online magazine, social network, podcast or web TV channel – all are viable.
- Put together a team and invest. Your intention is to grow a valuable asset – which takes time – but some of the short term costs can be offset by the marketing benefits which accrue to your core brand. Finding a partner can be a great way to bring in expertise and help minimise costs/risks – Mothercare initially chose to partner with London-based investment fund Fleming Media.
- Get out of the way. If the intention is to develop a media asset that stands on its own two feet, then it is important that you give it the breathing space it needs to develop. This kind of project is not a mouth-piece for your business – keep your own branded communications for that.
Of course, that does simplify things a little lot – but if you’re looking for an innovative way to both grow your own brand, and build an asset, it’s a model worth looking at.
