Their products are everywhere—from Walmart and OfficeMax to the halls of Glee and the gift bags at the recent WNBA “Inspiring Women Luncheon.” But now, M2Moms® Showcase Sponsor Carolina Pad is showing up in the most unusual of places—Bed Bath & Beyond. As we head into the busy back-to-school shopping season, we recently spoke to April Whitlock, Director, Brand Management for Carolina Pad, on how the leader of fashionable school, office and organizational supplies is finding success with this unique partnership.
Q: Can you tell us a little about your product partnership with Bed Bath & Beyond?
April Whitlock: Our work with Bed Bath & Beyond continues our brand mission of bringing extraordinary design to everyday products. We have tailored the designs for the specific Bed Bath & Beyond customer—giving their brand a great opportunity to take advantage of impulse purchases from traditional consumers as well as back-to-school shopping from the college students there to stock up their dorm.
Q: This is definitely moving outside of the traditional “school supplies” aisle. Why did you decide to go this route?
AW: Our research indicates that women of all ages love our product, so our goal is to increase our range of products, designs and retail channels to provide a solution for every need. We are very focused on the home office/small office consumer segment.
Q: Although the back-to-school shopping season has just started, have you made any other changes to the way you market back-to-school to moms?
AW: We are still very focused on connecting with our moms through online product reviews by our blog partners, giveaways and social media. We are more aggressive this year in the number of these promotions we are sponsoring. Our message is that with the Studio C by Carolina Pad products, there is a design that fits the style preferences of every student.
Q: Your social media outreach was one of the reasons Carolina Pad received the “Full Circle Award” during last year’s M2W®-The Marketing To Women Conference. Any new products we will see this back-to-school season?
AW: We have book bags and totes at OfficeMax, Meijer and Walmart.
Q: We are constantly looking for your products to show up on TV shows and movies and can’t wait to see the beautiful products you will be bringing to this year’s M2Moms®. Thanks, April!