Marketing to Mums - the Podcast
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EPISODE 06
Kids Influencing Mums Decisions
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 we explore:
- ✓ Brand Love 2018 Study by Smarty Pants
- ✓ Growing influence of kids
- ✓Significant changes in behaviour
- ✓How brands will capitalise on key trends including Fortnite
- ✓ How Fortnite is changing kids behaviours and how marketers communicate with kids
- ✓ The growth in voice technology
- ✓ Kids and Adults different uses of voice technology
- ✓ Changes in social media use of tweens
- ✓ Increasing concerns over school safety
- ✓ The increasing popularity of gross toys (potty, snot, farts, pimples)
- ✓ New apps for kids also capitalising on gross trend
- ✓ How kids are driving sustainability trend
- ✓ Implications for marketers and how they can harness these trends
Resources discussed in the show:
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About The Guest
Michelle Poris is a vice president of at Smarty Pants, a leading youth and family research and consulting firm. As the company’s “quant savant,” Michelle leads research for industry giants like Target, PepsiCo, Viacom, Kellogg’s, Crayola, Aetna, and many others.
Michelle is a gifted and meticulous research practitioner and educator. She speaks at industry events, universities, and even the White House, shedding light on contemporary families and helping marketers grow their brands.
With a doctorate in Developmental Psychology from the University of Michigan and a bachelor’s from Cornell, as well as 20+ years of market research experience, Michelle is an expert on the behaviours and trends of kids and mums, and how to apply them to business-building strategies.
Michelle began her career at the Families and Work Institute, where she studied parents’ work-personal life balance. She has also served as a research director at Yankelovich and The Family Room.
Her proudest accomplishment is being a mum to two sons, ages 14 and 9. Thanks to them, you can usually find her at the hockey rink in her hometown of Stamford, CT.
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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