Marketing to Mums - the Podcast
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Building deep connections with mums
In this episode your host, Katrina McCarter, speaks with Stevie Angel and Nadia Tucker, the co-founders of activewear company, Active Truth. This business was started with $20,000 and had a turnover of $2 million in their second year of business. They credit their success to catering for an underserved growing segment of mothers and understanding them deeply.
This episode provides valuable content for brands wanting to build deep, lasting relationships with mothers. It focuses on the role of empathy, authenticity and inclusion and purpose play in Active Truth’s phenomenal success.
In this episode we explore:
Resources discussed in the show:
Stevie Angel &
About The Guests
Stevie Angel and Nadia Tucker founded size-inclusive activewear label Active Truth in 2016 after identifying a gap in the market for a brand that not only serviced the activewear needs of all women, but celebrated them too. Starting with 100 pairs of tights while both working full-time jobs the business has grown rapidly to a team of eight and selling over 60,000 pairs of tights to date. In 2018 Active Truth won a Queensland Telstra Business Award in the ‘Emerging & Energised’ category and the Lord Mayor’s Business Award for Outstanding Small Business. Active Truth is committed to showing a diverse range of women in their marketing who they never, ever photoshop.
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.
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