As the first souvenir mugs appear, will the Royal baby news fill the Empty 13 void for the marketing industry?
Marketers have been fast to exploit the news of a Royal baby, with the likes of the Emma Bridgewater pottery firm already producing a commemorative mug – ‘a Royal Baby in 2013,’ it proclaims – and Paddy Power opening books on everything from the name to the newborn’s weight. Even the Party Pieces website – owned by the Middleton family business – has moved its baby shower lines to the fore.
There is no doubt that the news has put a certain spring in the step of an industry that was previously despondent about its 2013 prospects. Following a year when there was a bevy of big events such as the Olympics, the Jubilee and the European Championship to boost morale and shift tat, 2013 had looked so sparse by comparison that it had been dubbed ‘Empty 13’.
But it looks like the Duke and Duchess are doing their bit for Blighty and marketers alike – as well as the Royal Succession plan.
Even sober businesses acknowledge that the birth could provide some serious opportunities that extend far beyond the inevitable souvenirs and bookmaker stunts. However, Paul Bainsfair, director general of the IPA, suggests they do not get too carried away.
He said: “I'm sure that there will be no shortage of businesses jumping on the Royal Baby bandwagon - from the usual tacky souvenirs to witty ads from some of the UK's big brands.
"Will it be enough to fill empty 13 after the nation has been sated with one big event after another in 2012? I don't think so.”
However, it is still early days in the pregnancy and it remains to be seen if, and how, firms will use the event to reach their target markets.
Andrew Ross, communications officer at the Chartered Institute of Public Relations, said: "Whilst marketers must show caution and respect to all involved at a time when the pregnancy is in its infancy, a national event of this scale will always create a buzz and excitement, and with the Royals involved, brands and organisations have the chance to emotionally engage with their audience over a shared national occasion.
"The key issue for communicators is maintaining relevance and ensuring that they don’t jump too far onto the bandwagon into tackiness. In the months and weeks building up to, and after the birth, Britain will be on the front, middle and supplement pages of every single newspaper in every single country in the world. It will be fascinating to see how public relations and marketing teams make the most of this once-in-a-generation opportunity."
In the week of the Royal wedding in April 2011, readership and viewing figures shot up for UK news outlets. Over 24 million people tuned in to watch Wills and Kate say their vows at Westminster Abbey in April 2011. This resulted in a 25 per cent rise in readership for the Guardian the day after the wedding, and a 10 per cent rise for the Sun.
The Duchess still has at least six months of her pregnancy to go and newspapers are just one of the outlets expected to increase sales during this time.
As well as name and weight, Paddy Power already has odds up for the sex, godparents, hair colour, time of birth and date of birth of the baby. They are offering odds of 8/1 for names Mary, John and Victoria, and odds of 500/1 for Britney, Wayne and Gavin, among others. The odds for the couple having twins are 8/1, triplets 50/1 and quads or more are 100/1.
A spokesperson for the Irish betting firm said that as well as good fun, it also provides evidence of how firms can benefit financially: "We will be running these bets over the next six months. We expect it to be about a £1million market.
“We did something similar for the Royal wedding and the punters went crazy for it, and there is no reason this won't be the same. It offers a welcome distraction for customers, and gives them an excuse for a flutter on something different."