Marketing to Mums - the Podcast
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EPISODE 07
Mums and Automotive Marketing
In this episode Mike Johnstone talks about how Volvo UK is taking an innovative approach to marketing their cars to mothers. He profiles the customer led strategy Volvo has successfully created and implemented to connect, engage and convert mothers to buy their cars.
In this episode we explore:
- ✓ Volvo’s success in the family car market
- ✓ What Omtanke really means and its impact on Volvo’s product development and marketing
- ✓ Why automotive subscription services are growing
- ✓ Volvo’s strategy to connect, engage and develop relationships with Mums early in their automotive search
- ✓ The growing influence of kids and dads have in the purchase of the family car
- ✓ Why women over 40 years represent a growing opportunity within automotive
- ✓ Demonstrate why customer-led, emotive campaigns work best to connect with mothers
- ✓ Discuss changing family structures and the implications for marketers
- ✓ Hypothesise why Mums feel so misunderstood by the Automotive industry
- ✓ Mums and the dealership experience
Resources discussed in the show:
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About The Guest
Mike Johnstone is an experienced Sales & Marketing Director with a history of working with powerful brands. From 2012 to 2017 he was responsible for leading the direction of the Harley-Davidson brand across Europe and latterly all international markets. During this time, he saw record growth in sales and profitability, increases in brand metrics and oddly, and had the opportunity to meet two Pope’s.
More recently, Mike has been working closer to his home just outside London where he is a member of the Executive Management team of Volvo Cars in the UK. Looking after Marketing, Strategy, Product and Future Retail he takes a customer led approach to his work borne from real insights and a passion for consumer truth. Mike is a proud father of four children ranging from 4 to 13.
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
