Marketing to Moms

Etymotic Research: ETY-Kids Safe Listening Headphones

The Client

Chicago-based Etymotic Research is a pioneer in both hearing protection and high-performance noise-isolating earphones.  Media Strategies drives awareness campaigns both for the company’s products and for the founders’ passion for promoting hearing wellness and safe listening.  Bridging both of these was the launch of the company’s safe listening headphones for children — ETY-Kids — at 2011 CES.

The Assignment

Drive education campaign on the impact of earphones on kids’ hearing; drive awareness and demand for the new product with moms, who are the key family purchase decision-makers

The Strategy

Undertake an aggressive reviews program starting in late-August with BlogHer and leading up to CES to build interest at the show

The Results

More than 150 pieces of coverage in national business outlets such as MSNBC, The New York Times and USA Today,  and in parenting blogs and communities such as CoolMomPicks, Macaroni Kid, SheKnows and others.  Most coverage went beyond merely reviewing the product and included detailed information on the coming hearing epidemic for children – and the steps parents can take to help protect them.