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Marketing to Mums - the Podcast


Why Mums Love Surprise and Delight

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 episode we explore:

  • ✓ Why Mums love Surprise and Delight
  • ✓ Why brands need to consider Surprise and Delight as strategy
  • ✓ How Surprise and Delight can help families overcome modern day stressors
  • ✓ Examples of how brands are effectively using Surprise and Delight
  • ✓ The best way for large brands to use a Surprise and Delight strategy
  • ✓ The best way for small businesses and start-ups to Surprise and Delight their customers
  • ✓ Whether it should be used as an ongoing strategy or just for campaigns
  • ✓ Why brands need to be spontaneous
  • ✓ If Surprise and Delight is suitable for all brands and categories
  • ✓ How brands can help parents surprise and delight their children
  • ✓ How Surprise and Delight is now being adopted by parents to enrich family life

Resources discussed in the show:


Keep up to date with the latest trends, insights and case studies to help you grow your sales and profit.


Amy Henry


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About The Guest

Amy Henry is the President of Flashlight Insights. She helps brands identify insights, strategies and innovations that empower and inspire their customers while growing their business. Amy brings deep expertise as a child development and youth culture expert, having spent her career understanding pre-schoolers to teens, emerging adulthood, parenting, family life and play.

She is known for bringing new ways of thinking to established kids teams, and revels in helping clients unlock the youth and familypotential in their products and offerings. She has collaborated with a range of companies across media, packaged goods, retail, dining and education, including Disney, Food Network, Nickelodeon, MTV, HGTV, Coca-Cola, Procter & Gamble, Johnson & Johnson, Kraft, Unilever, Crayola, Scholastic, Chick-fil-A, Lowes, Kroger, Kellogg, CommonSense Media, The American Museum of Natural History and They Boy Scouts of America. Her previous posts included Chief Strategy Officer at Strottman International, chief author and strategist for C+R Research’s YouthBeat service and partner at Insight Strategy Group. Amy earned her Ed.D. in Human Development and Psychology from Harvard’s Graduate School of Education, and is a Ph.D. candidate in Childhood Studies at Rutgers University.


Katrina McCarter


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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.

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.  

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