Marketing to Mums
- the Podcast
Marketing to Mums is the world’s first podcast designed to help marketing professionals and business owners improve their communications and sales to Mums.
You will hear interviews from leading experts from around the globe to share the latest research and insights about mothers. Guests include best-selling authors, international speakers, leading researchers and brand leaders who are influencing some of the biggest brands around the world.
Marketing to Mums – the Podcast, is hosted by Katrina McCarter, a Marketing Strategist, Best-selling Author and International Speaker. Katrina is the founder & CEO of Marketing to Mums, a marketing and research consultancy based in Melbourne, Australia.
What’s Marketing to Mums - the Podcast all about?
Listen to Katrina McCarter, your host, as she introduces the podcast.
In this episode Belinda Jennings, founder of Mum Central, Mum’s Pantry and Australian Baby Bargains, shares her journey to creating a highly engaged community of 850,000 mothers. Our discussion focuses in on strategies used to build large communities of mothers and attract big brand advertisers. We deep dive into community engagement and Belinda shares her experiences and expertise to share tips and identifies what you need to avoid. In a world where marketers and business owners are often swayed by the overall community numbers Belinda highlights the importance of engagement.
Partnerships are the lowest cost, fastest way to grow a brand. They can be successfully used to grow your audience of mothers, build deep relationships, acquire new customers, enhance customer experience – the list goes on. In this episode I share my first discovery of the power of collaborating with two other businesses and why I use this as my key growth strategy across three businesses. I share what I see holds brands back from harnessing the power of partnerships and highlight the steps they can take to overcome these challenges and open up unlimited success.
In this episode Susie O’Brien, Herald Sun journalist and author, shares her insights into Gen X mothers. She highlight distinguishing behaviours which set Gen X mothers apart from other generations and highlights what these women want from brands. Susie introduces us to the concept of half arsed parenting which is sought after by many Gen X mothers and tells us the secrets and benefits to taking a more half arsed approach. While touch in cheek, Susie shares rich data insights into an often overlooked and underserved community of mothers.
Social media use increases significantly when a women becomes a mother. Closed Facebook groups are growing in popularity and represent a significant opportunity for brands to build strong and lasting relationships with mothers. In this short, bite sized episode we explore just how you can collaborate with closed Facebook group administrators to grow your brand.
In this episode Monica Meldrum, co-founder of Whole Kids, and I discuss the role of purpose in business. Monica shares her journey as a purpose led business and demonstrates how purpose guides their everyday business. We talk about the impact of purpose and how purpose influences the purchase decisions of mothers.
In this episode Megan Lazovick shares key insights from not one but two reports – The Australian Smart Audio Report and The Spoken Word Audio Report. She identifies some significant shifts in both smart speaker and voice assistant behaviours and unpacks what implications this has for marketers and business leaders who are wanting to connect and engage with mothers and their families.
In this episode Tina Towers highlights the enormous opportunity for brands and business owners in catering for the growing segment of mums running million dollar micro businesses. She explains why micro businesses are so attractive to mothers and the tips to building your own million dollar micro business. Tina shares her insights on marketing to mothers gained from more than fifteen years in business.
In this episode Jacinta Tynan highlights the enormous opportunity for brands and business owners in catering for the growing segment of single and solo mothers. She shares her insights from interviewing more than 40 women about how they are feeling, their fears and challenges. Jacinta explains what brands and businesses are getting wrong when it comes to appealing to single and solo mums and shares key insights around what they can better.
In this episode Sam Wood highlights to enormous growth opportunity within the Health and Wellness industry. We unpack Sam Wood’s business journey over the past 14 years as he shares his insights into the growth of the health and wellness industry and the success of memberships. Sam explains why partnerships have become critical in scaling the business in recent times and shares his top tips on attracting more mothers to your business.
In this episode David Butler highlights the enormous opportunity for brands and business owners in catering for the growing segment of Tech-first parents. He explains why we are seeing so much disruption and innovation within the parenting industry and how this is only set to continue in the coming decades. David demystifies how to appeal to Tech-first parents and shares examples of businesses getting this right. He identifies the mistakes to avoid and the opportunities to be enjoyed for astute marketers.
In this episode Natalie Giddings highlights new opportunities with Influencer Marketing in connecting and engaging with mothers. Natalie highlights brands who are leading the way with their Influencer Marketing and shares emerging influencers which should be on every brands radar. We also discuss growth in social media channels and Natalie highlights important considerations with the recent introduction of the code of practice made by the Australian Influencer Marketing Council.
It’s certainly not all doom and gloom. There are some wonderful examples of brands that are highly successful at engaging mothers, which is leading them to enjoy market share gains. Mothers will gravitate towards brands that can show they understand what mums need and what they have to deal with every day, and how tough it is to be a mother. In this episode I profile six marketing strategies which are proving highly effective for brands and business owners wishing to attract mothers and their families. This is a practical episode designed to celebrate and highlight some of the great work being undertaken.
What’s in a name? Well that is exactly what I’m talking about in today’s episode. I’m catching up with Louise Karch, the global name whisperer and author of the award-winning bookWord Glue: Find Your Million Dollar Brand Name. Louise has been naming break out brands for the past decade. In this episode we delve into just how important naming your brand in your success. Louise shares the key criteria of a great brand name and some of common mistakes made when it comesto naming a brand. Louise then shares her process she implements in naming a brand and highlights when you need to be considering renaming your brand. This is a great episode which shines a light on the importance of crafting the perfect brand name.
Having your brand spoken about within the media is incredibly influential. While most businesses see value in appearing in the media they have reservations about the investment required to engage a PR agency. Today on the show we are talking about the merits of DIY PR. We are speaking through the process of doing your own PR. Our guest is taking us through the best ways to identify and approach a journalist, how to follow up and the mistakes to avoid. This is a practical episode which will appeal to small and medium business owners and marketers who are looking to use PR to reach mothers, without the expense.
Podcasts are growing in popularity among mothers. Marketing to Mums research found that 40% of mothers had listened to a podcast in the past month. Mums said they loved the intimacy of podcasts and the opportunity to switch off from their day to day and learn new things and be entertained. In this episode Elissa Ratliff, leading Australian audio expert, shares why all brands should consider podcasting to reach mothers. Elissa shares her insights and tips into the options brands have in the podcasting to help them deliver uninterrupted, long-term relationships with mothers across the world.
No one could have predicted just how challenging 2020 was going to be. Covid19 and extended periods of home isolation in many regions of the world has dramatically altered mothers’ behaviours. These changes, many of which are long term, are proving particularly challenging for brands. In this episode your host, Katrina McCarter, shares some of the key findings of the Marketing to Mums’ #ISOMums study into more than 1350 mothers. She identifies key insights from the report and shares some surprises findings which may provide new opportunities for brands. Her #ISOMums report is significant as it provides insights into important behavioural changes which can assist brands update their strategies and messaging.
Millennial parents are increasingly becoming more conscious about what they disclose online. Privacy is far more important to them than a decade ago. This is only set to increase as Gen Z parents arrive on the scene. This presents challenges for brands in coming years. Joining me on the show today is Eddie Geller, Co-founder and CEO of Tinybeans, a photo and video sharing app which allows you to share your baby’s milestones within a closed social network, accessible only to people you invite. We talk about how Tinybeans has built a business focused on catering to a parents need for privacy. Eddie also shares his learnings about marketing to Millennial mothers and he points out some of the differences between Millennial mothers in Australia versus the US.
CARIN LEE SKELTON
Pinterest is an underrated, powerful platform for brands wanting to drive traffic to their website and is fast gaining popularity in Australia. Since 2014, Pinterest’s Australian users have grown from 2.7 million to 7.4 million this year, with 2 million of Pinterest’s new Australian users occurring in the last two years alone. Interest in Pinterest has increased so significantly that they recently opened an office in Sydney, providing further support to brands. But for businesses and brands who aren’t yet using Pinterest; how do you start? who does it well? what are the mistakes to avoid? Well today we are joined by Pinterest’s Country Manager of Australia and New Zealand, Carin Lee-Skelton, and we are going to deep dive into all your need to know about using Pinterest for business.
Without question the Covid19 pandemic has presented an enormous challenge and opportunity for many businesses and brands, but how has it impacted consumer behaviour and will these behaviours be long term? Joining me today on the podcast I speak with Jola Burnett, VP of GfK Consumer Life, to discuss new research they have released to help brands better understand how mothers are feeling and how their behaviours have changed in comparison to other consumer segments. My interview with Jola aims at helping brands and business owners understand messaging preferences of mothers to guide your strategy as the world starts to re-open.
There is a significant shift taking place in the business world right now: women are using technology to solve real pain points they have experienced for years and that up until now have been largely ignored by brands. Known as ‘femtech’, it involves using technology to create innovative new products and services which focus on women’s health.
Femtech will impact women of all ages, across generations. Frost & Sullivan predict this market will grow to US$50 billion by 2025. As women’s purchasing power increase, femtech will provide growing opportunities for brands and investors over the next decade and beyond. In this episode, global femtech spokesperson and advocate, Marija Butkovic joins me to discuss the growing opportunities within the femtech industry and shares with us how brands and business owners can get involved.
Andrea scalzo yi
As mothers are increasingly rejecting corporate sales messages in favour of an attraction strategy, it has never been more important for brands and business to create engaging, valuable content. In this episode Andrea Scalzo Yi, founder of Raising Dragons, shares how she successfully built a community of more than 1,000,000 parents organically by creating simple STEAM activities which parents could do at home with their young children. Andrea shares her insights and tips to help brands connect and engage with mothers by using the right content formats and channels.
As the demands and expectations of working mothers increase, so does the way they value convenience and time. Mothers are willing to pay a premium for greater convenience, and this is only increasing with the number of Millennials becoming mothers. In this episode Kate Christie, founder of Time Stylers, gives us a deep insight into the minds of working mothers and how they view time. She identifies core differences between Millennial and Gen X working mothers and how they prioritise their time. Kate offers a series of recommendations for brands wanting to position their business for greater appeal among working mothers and demonstrates why every brand wanting to appeal to working mothers needs to understand how they prioritise time.
Whilst many brands look to China for their overseas growth, there are many emerging markets within Southeast Asia which represent significant opportunity. Our guest today, Roshni Mahtani, is the founder of theAsianparent.com, which attracts more than 33 million women each month to its platform. They cater for mothers across 13 different Asian markets and work with blue chip clients including Unilever, Huggies and Kelloggs. In this interview, Roshni shares her insights to help brands identify where the big market opportunities are and what cultural considerations they must consider prior to entering these markets to really resonate with mothers.
By 2024, India is expected to overtake China and become the world’s most populated country. According to the World Economic Forum, India will have 1.5 billion people by 2100, more than three times the population of the US. In this episode Anoushka Gungadin shares her expertise as both leader of the Australia India Chamber and Global CQ consultancy. Anoushka shares her insights to help brands connect, engage and convert this growing and lucrative audience, as well as identifying key challenges that need to be overcome when entering the Indian market.
In this episode your host, Katrina McCarter, discusses how to find opportunities during this global crisis. She identifies the three areas every business owner and brand leader should be focusing on right now in order to position their business for opportunity. Katrina demonstrates why now is a critical moment in time to reflect, innovate and possibly reinvent your business and brands to better cater for mothers around the world.
In this episode Dria Barnes shares recently released research which delves into what is keeping mums awake at night. Dria highlights the stressors impacting today’s mothers (and fathers) and shows us how brands can be better supporting new and expectant parents.
Dr Alison Bryant
In this episode Dr Alison Bryant shares recently released research which dispels commonly held beliefs around marketing to women aged 50 years+. These insights paint a picture of these women being a powerful and influential target audience which is currently being grossly misrepresented. Alison shares critical insights from AARP’s Disrupt Aging project to help brands connect, engage and convert this growing and lucrative audience.
In this episode your host, Katrina McCarter, discusses the future of marketing to mothers in the 2020s. She identifies eight major success factors brands and businesses need to be considering now to ensure continued growth in the coming decade. Katrina demonstrates why now is the right time to rethink your relationship with the world’s most powerful consumer, mums.
In this episode your host, Katrina McCarter, speaks with Tim Wise, the founder of KidNest, an online childminding introductory platform and the first app of its kind to market in Australia. It allows like-minded parents to connect and share childminding for their children, without the costs and challenges of traditional childcare.
Tim and I discuss the booming sharing economy and what implications this might have for many existing brands. We discuss the changing views about the sharing economy, why the APAC region is more open to sharing economy concepts and discuss tips in marketing a sharing economy concept.
In this episode Jill Koziol shares her experiences as a co-founder and CEO of Motherly. We cover lots of ground however we focus the bulk of our discussion around Motherly’s annual ‘State of Motherhood’ survey which highlights that mothers are feeling unsupported (amongst other things). The research insights Jill shares are significant and we discuss how brands could use these insights to better communicate with mothers.
In this episode Kate Torgersen demonstrates how innovative thinking is improving the lives of working mothers. Kate has an incredible story to share about the launch of Milk Stork, the world’s first (and only) breast milk shipping company. Her idea has been embraced by working mothers and enabling them to travel for work and maintain their breastfeeding commitment. It has been adopted by Fortune 500 companies throughout America as part of their employee benefits programs. In this interview we discuss how brands can tap into mothers’ innate ability to solve problems and their innovative ideas.
In this episode Kath Blackham from VERSA agency shares her experience with voice technology in Australia and how it has the potential to grow your business. We also explore what mums think of voice technology and how they incorporate it into their daily life. Listen to this episode to see why you shouldn’t wait to introduce voice tech to expand your business.
In this episode Dannielle Michaels co-founder of b.box for kids shares her experiences in expanding into overseas markets and brand collaboration. Dannielle shares her tips on managing offshore growth, resourcing recommendations and key differences between some of the global markets they sell in.
In this episode your host, Katrina McCarter speaks with Angela Henderson, founder of Angela Henderson Consulting. Angela works with women-led, small business owners across Australia. Today we explore Human to Human Marketing in your mum communications to build deeper connections and increase conversions.
stevie angel & nadia tucker
In this episode your host, Katrina McCarter, speaks with Stevie Angel and Nadia Tucker, the co-founders of activewear company, Active Truth. This business was started with $20,000 and had a turnover of $2 million in their second year of business. They credit their success to catering for an underserved growing segment of mothers and understanding them deeply.
This episode provides valuable content for brands wanting to build deep, lasting relationships with mothers. It focuses on the role of empathy, authenticity and inclusion and purpose play in Active Truth’s phenomenal success.
In this episodeyour host, Katrina McCarter, identifies seven major mum trends which will boost your business. Katrina shares some game changing insights around marketing to mothers that aren’t getting the attention they deserve.
This episode provides a small insight into Katrina’s new book, The Mother of All Opportunities, which will launch in October 2019 in New York at the M2Moms conference.
In this episode Patty David shares recently released research which dispels commonly held beliefs around want it means to be a grandparent today. These insights paint a picture of a powerful, influential consumer segment which needs to be considered by marketers who want to influence the family household purchasing decisions.
In this episode Wendy Liebmann shows us why Mums, in their role as chief household shoppers, are vitally important to the future of retail around the globe. Wendy discusses the speed at which shoppers are changing right now and shares plenty of insights into how brands and retailers can stay ahead of the game. Wendy shares with us which brands are getting it right across a vast range of industries including apparel, beauty, consumer goods and more, and tells us where opportunity lies.
In this episode Hansa Bhargava shares how mothers use digital to search to seek out their health information and how this differs for sub-segments of the Mum market. Hansa highlights how WebMD, a health information platform with approximately 76 million monthly users each month, builds trust and she shares tips on how brands can develop deeper relationships with parents.
In this episode Rochelle Courtenay talks about how she harnessed the power of mothers to launch her charity, Share the Dignity, and distribute more than 1.5 million pads and tampons for homeless women in Australia. She shares with us three key ways Share the Dignity has been successful in creating a movement of mothers and why mums have respond to cause marketing efforts.
In this episode Mita Mallick discusses engaging mothers (and fathers) in the workplace. She shares her work in Diversity, Inclusion and Cross-Cultural Marketing and why it is personally important to her.
In this episode Bill Partyka shares deep insights about mothers from his 20 plus years’ experience working in consumer foods industry with leading global brands including Wyeth Nutrition, Healthy Choice, General Mills and now, as President and Chief Executive Officer of Gerber Product Company. Leading one of the oldest baby brands in the world, Bill shares with us how brands can stay relevant and build trust with today’s Mums by focusing on deeply understanding their needs, motivations and concerns.
In this episode Bridget Brennan talks about the importance of deeply understanding women’s buying behaviours and styles to enable you to create winning customer experiences. She shares some game changing insights around sales, marketing, customer experience and consumer insights.
In this episode Catherine Cervasio talks about her experience in selling into the Chinese market. She profiles the key behavioural differences in Chinese mothers, identifies common mistakes brands make in selling to Chinese parents and shares her tips on entering this growing opportunity.
In this episode Mike Johnstone talks about how Volvo UK is taking an innovative approach to marketing their cars to mothers. He profiles the customer led strategy Volvo has successfully created and implemented to connect, engage and convert mothers to buy their cars.
In this episode Michelle Poris discusses key insights from the Brand Love 2018 Study and shares key implications this holds for marketers. Their study highlights significant changes in marketing to families and highlights the growing influence of children in family decision making.
In this episode Natalie Giddings demystifies the role of Influencer Marketing in connecting and engaging with mothers. Natalie shares the common mistakes brands make and highlights important considerations in developing your Influencer Marketing Strategy.
In this episode Jeff Fromm talks about why marketers need to start planning for Gen Z who will very soon become our mothers of tomorrow. He profiles Generation Z and shares his research and highlights why strategies you are using today will not work when they become parents.
In this episode Liz O’Donnell talks about older mothers who are juggling a job, dependent children and aging parents. I refer to this segment of the mum market as The Invisible Women. They claim to be cashed up with nothing to buy. I believe they represent one of the biggest opportunities within the Mum market and Liz and I discuss what brands are missing.
In this episode Amy Henry talks about why mums love ‘Surprise & Delight’ as a strategy to connect, engage and build brand loyalty. She draws on her extensive experience and expertise in child development and marketing to demonstrate how marketers can harness this tactic to drive sales conversions.
In this introductory episode your host shares nine key mistakes brands make when marketing to mothers. Katrina shares research findings from a survey of more than 1800 Mums which examined how Mums want to be communicated with to assist you improve your messaging and channels.