Marketing to Mums - the Podcast
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EPISODE 36
Marketing to Millennial Mothers
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.
In this episode we explore:
- ✓ The growing trend of parents seeking greater privacy
- ✓ Tinybeans business model
- ✓ How marketing partnerships have been used to accelerate growth
- ✓ The acquisition of Red Tricycle
- ✓ Key behaviours in Millennial parents and how they differ from other generations
- ✓ Differences between Australian and US Millennial mothers
- ✓ The impact of Covid19 on mothers’ behaviours
- ✓ Tips in attracting Millennial parents to your business
Resources discussed in the show:
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About The Guest
Eddie Geller is the Co-Founder and CEO of Tinybeans. He has been an entrepreneur in technology and internet since 1994 and in 1999 founded Unique World. He grew Unique World to a prosperous software and management consulting business with just under 100 staff generating $15m in revenues before successfully exiting in 2011 when the company was sold to a large publicly traded US company.
In 2012 he became a seed investor in PushStart, an early stage incubator who had selected Tinybeans to be part of the inaugural program. Eddie saw something special in the startup and began mentoring the Tinybeans team, quickly falling in love with the opportunity and deciding to invest and become active. Through 2013, Eddie drove the commercial aspects of the business which enabled him to take on the CEO role in early 2014 where he has since driven the company forward propelling Tinybeans to list on the Australian Stock Exchange (ASX) in April 2017.
In early 2020, Eddie led the acquisition of Red Tricycle, one the world’s leading parenting websites and business directory platforms focused on parents of children. Combined, Tinybeans serves over 25M people every month and is set to scale even more in the coming years. Originally from Sydney, Australia, since 2014 he has resided in New York with his wife and four boys.
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 more than two decades sales and marketing experience working across diverse industries including grocery, automotive and professional services. Katrina can assist you harness the power of Mums to drive sales and profit and gain a commercial advantage for your brand.
