Marketing to Mums
- the Podcast
Marketing to Mums is the world’s first podcast designed to help marketing professionals and business owners improve their communications and sales to Mums.
You will hear interviews from leading experts from around the globe to share the latest research and insights about mothers. Guests include best-selling authors, international speakers, leading researchers and brand leaders who are influencing some of the biggest brands around the world.
Marketing to Mums – the Podcast, is hosted by Katrina McCarter, a Marketing Strategist, Best-selling Author and International Speaker. Katrina is the founder & CEO of Marketing to Mums, a marketing and research consultancy based in Melbourne, Australia.
What’s Marketing to Mums - the Podcast all about?
Listen to Katrina McCarter, your host, as she introduces the podcast.
In this episode Patty David shares recently released research which dispels commonly held beliefs around want it means to be a grandparent today. These insights paint a picture of a powerful, influential consumer segment which needs to be considered by marketers who want to influence the family household purchasing decisions.
In this episode Wendy Liebmann shows us why Mums, in their role as chief household shoppers, are vitally important to the future of retail around the globe. Wendy discusses the speed at which shoppers are changing right now and shares plenty of insights into how brands and retailers can stay ahead of the game. Wendy shares with us which brands are getting it right across a vast range of industries including apparel, beauty, consumer goods and more, and tells us where opportunity lies.
In this episode Hansa Bhargava shares how mothers use digital to search to seek out their health information and how this differs for sub-segments of the Mum market. Hansa highlights how WebMD, a health information platform with approximately 76 million monthly users each month, builds trust and she shares tips on how brands can develop deeper relationships with parents.
In this episode Rochelle Courtenay talks about how she harnessed the power of mothers to launch her charity, Share the Dignity, and distribute more than 1.5 million pads and tampons for homeless women in Australia. She shares with us three key ways Share the Dignity has been successful in creating a movement of mothers and why mums have respond to cause marketing efforts.
In this episode Mita Mallick discusses engaging mothers (and fathers) in the workplace. She shares her work in Diversity, Inclusion and Cross-Cultural Marketing and why it is personally important to her.
In this episode Bill Partyka shares deep insights about mothers from his 20 plus years’ experience working in consumer foods industry with leading global brands including Wyeth Nutrition, Healthy Choice, General Mills and now, as President and Chief Executive Officer of Gerber Product Company. Leading one of the oldest baby brands in the world, Bill shares with us how brands can stay relevant and build trust with today’s Mums by focusing on deeply understanding their needs, motivations and concerns.
In this episode Bridget Brennan talks about the importance of deeply understanding women’s buying behaviours and styles to enable you to create winning customer experiences. She shares some game changing insights around sales, marketing, customer experience and consumer insights.
In this episode Catherine Cervasio talks about her experience in selling into the Chinese market. She profiles the key behavioural differences in Chinese mothers, identifies common mistakes brands make in selling to Chinese parents and shares her tips on entering this growing opportunity.
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 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 Natalie Giddings demystifies the role of Influencer Marketing in connecting and engaging with mothers. Natalie shares the common mistakes brands make and highlights important considerations in developing your Influencer Marketing Strategy.
In this episode Jeff Fromm talks about why marketers need to start planning for Gen Z who will very soon become our mothers of tomorrow. He profiles Generation Z and shares his research and highlights why strategies you are using today will not work when they become parents.
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 Amy Henry talks about why mums love ‘Surprise & Delight’ as a strategy to connect, engage and build brand loyalty. She draws on her extensive experience and expertise in child development and marketing to demonstrate how marketers can harness this tactic to drive sales conversions.
In this introductory episode your host shares nine key mistakes brands make when marketing to mothers. Katrina shares research findings from a survey of more than 1800 Mums which examined how Mums want to be communicated with to assist you improve your messaging and channels.
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