Marketing to Mums - the Podcast
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EPISODE 41
What Brands Are Getting Right
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.
In this episode we explore:
- ✓ We profile six marketing strategies which are highly effective in attracting and converting mothers to your business
- ✓ Why brands are being rewarded by mothers for taking a unique approach
- ✓ Why some brands are enjoying great success by recognising that mums want more diversity in their marketing communications
- ✓ Why stories are a great way to attract mums and build a relationship with them
- ✓ Why empathy is an incredibly effective tool for building a deep, lasting relationship with mothers
- ✓ Why humour can be a very effective tool to cut through all the noise mums feel they are inundated by
- ✓ Why providing a mother with a surprise can let her know how important and special she is
Resources discussed in the show:
- Aldi Dancing Trolley Commercial
- Volvo and Westfield’s Family Icons video
- Mike Johnstone, Volvo Cars, UK episode on Marketing to Mums
- Sante Fe Car Commercial
- Yoplait Mom On Commercial
- Active Truth episode on Marketing to Mums
- Clorox’s Life’s Bleachable Moments Pre-roll Ad
- Celeste Barber in Holden Equinox Car Ad
- Amy Henry episode about Surprise and Delight on Marketing to Mums
- Jet Blue FlybabiesMothers Day video
- Marketing to Mums research about home isolation impacts on advertising
- The Mother of All Opportunities
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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.
Australian Research
#ISOMums : Understanding the impacts of home isolation
Marketing to Mums’ #ISOMums study reveals the ups and downs of home isolation experienced by Australian mothers. The study was conducted throughout May and June 2020 and identifies emerging behaviours, drivers and sentiment formed during isolation and is of critical importance to brands, retailers and business owners.
We invite you to download a free copy of the report today.
