Marketing to Mums - the Podcast
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EPISODE 20
Growth in International Markets
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.
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 we explore:
- ✓ The success behind b.box for kids
- ✓ Identifying your core market segment
- ✓ Collaborations, how they can develop your business
- ✓ What can be learned through collaborations
- ✓ How to manage offshore growth
- ✓ How your core segment varies across geographical landscapes
- ✓ Adaptations to marketing strategy in overseas markets
- ✓ How to address resourcing issues for your international market
- ✓ Tips for expanding into overseas markets
Resources discussed in the show:
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About The Guest
Monique Filer and Dannielle Michaels started b.box with an idea and a whole lot of chutzpah. Fast forward 10 years and they have turned their clever concept into a global brand with customers in over 40 countries and a loyal fanbase of parents and kids all over the world. With no prior baby industry experience – other than being mums themselves – they combined their finance, risk management, business development and marketing expertise to create a business and brand known for its innovation, quality and creativity in product design. The duo continues to drive the strategy, passion and innovation behind the brand and challenge the team to think big to deliver new game changing products for our fans around the world. b.box currently boasts over 25 products, is distributed in approx. 2000 stores in Australia and in 40 countries, with more on the way.
As director and co-owner, Dannielle is responsible for the strategic vision and growth plans for the company. She is also responsible for branding and design, marketing, product development and for our business development strategy in Australia and around the world. Dannielle’s background in strategic communications, PR and advertising, as well as being a mum to three girls, gives her an innate sense of how to communicate to our target market.
About The Host
Katrina McCarter is the founder and CEO of Marketing to Mums, a marketing and research consultancy based in Melbourne, Australia. She is a Marketing Strategist, Best-Selling Author, Award-Winning Speaker and Advisor who specialises in helping brands sell more effectively to the world’s powerful consumer, Mums (or ‘Moms’ if you are from the US). She holds a Bachelor of Business (Marketing) and an MBA (International Business) and has 18 years sales and marketing experience working across diverse industries including grocery, hardware and online. Katrina can assist you harness the power of Mums to drive sales and profit and gain a commercial advantage for your brand.
Marketing to Mums - the Podcast is powered by Cooperate.
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It’s been built by marketers, for marketers. I’ve had the opportunity to see the platform in action and I genuinely think it’s worth taking a look at if you are a marketer managing large brands which want to attract Mums.
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