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EPISODE 03
Invisible Women
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 we explore:
- ✓ The characteristics of Invisible Women
- ✓ Why this segment is the most dissatisfied with brands
- ✓ The challenges these mothers face
- ✓ We identify the extensive opportunities which exist for brands in this segment
- ✓ How brands can play a role in supporting these mothers
Resources discussed in the show:
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About The Guest
Liz O’Donnell is the founder of WorkingDaughter.com, a community for women balancing caring for an aging parent and their career. Working Daughter offers caregiver coaching services, a membership program with access to tools, resources, webinars, and support groups, and a thriving Facebook community. Liz’s highly shared article in The Atlantic, ‘The Crisis Facing America’s Working Daughters,” sparked a national conversation on the topic of family caregiving.
An award-winning marketing executive, Liz has worked with clients in technology, finance, consumer products and professional services. Her specialties are marketing to women and creating content strategies that align to marketing objectives and drive business results.
Liz is the author of Mogul, Mom & Maid: The Balancing Act of the Modern Woman, a book that picks up where other books leave off – understanding the impact women’s personal lives have on their careers and the ways business can support working women. Her second book, Working Daughter, will be published in 2019.
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.
Cooperate is a powerful marketing technology platform that allows marketers to visualise your brands customer journey, deliver great content at each stage of that journey and see how it all performs – all managed from one centralised location.
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.
Check them out here: https://www.cooperateplatform.com
