April 28, 2025
From grassroots marketing to the power of influencer partnerships, learn the top insights and strategies from our CEO Christie Nicholas that will help you connect with mums and elevate your brand in today’s competitive market.
On October 2024 I put it on my bucket list I wanted to formalise new business ties in London after years of working with UK brands sporadically, speak on stages globally to champion the role of women and I wanted to discover new mum marketing strategies to share with our current and future customers.
So when the invitation came up to be an ambassador for the Women Changing the World Summit and alongside this meet with dozens of CEOs and trailer blazers, I was ready to go. But I wasn’t ready for how exciting and inspiring the trip would be.
Here’s a small taste of the big insights that came through each day, that we’re taking on board for our brand partners in Australia:
Day 1: Zig where your competitors zag.
Meeting with Jo and Julie Foster, the original Reebok founders who took the brand to $3.8 Billion before selling.
One key move? Exclusively marketing to women for their aerobics shoes.
2nd strategy? Find the white noise.
They couldn’t compete with the advertising their competitors did and needed to zig where others zag and this was via grassroots marketing. For the aerobics shoes that meant onboarding two aerobics instructors to prove the value, build authority and spread the word via like minded groups of people.
Lesson: Grassroots marketing and spreading the word via influencers was their winning strategy and it should be yours.
Day 2: Empower your community to do the heavy lifting for you.
There were 200 people in the audience of one of the conference days, and thousands of posts shared, to millions of eyeballs globally. How did this happen?
Because people were inspired by dozens of stories shared by the speakers and delegates, making a difference to the lives of others in different ways. You see, facts tell but it’s stories that sell, humanise the brand and move people into action. Audiences immediately told the masses.
Lesson: How do you educate and explain how your brand makes a difference to mothers/families/mum life? Is it through facts or real life stories? To humanise your brand and compel you need to be doing both.
Day 3: Influencers get you noticed.
Duchess Sarah Ferguson was a patron of the event and a VIP guest influencer at one of the gala dinners I attended. You might not be fussed with royal aplomb, but her attendance resulted in hundreds of photos, videos and social mentions of the event that took publicity to another level. And its this publicity that attracts commercial opportunities for many, including guests, the event organisers and Duchess Fergie too. The key is that working with influential voices needs to be win/win collaboration.
Lesson: Working with influencers – in the right context – attracts new business, money can’t buy organic publicity and other growth opportunities faster.
Day 4: What others say about you is true.
Coincidentally, I shared the stage with an another award winning speaker, and previous customer Jen Harwood who runs multi million dollar company, Happy Hair Brush – you can read about how Mumpower kickstarted her journey HERE. While we can tell you that, it’s more impactful if Jen says it herself. And that’s what happened!
Jen was sharing her success on stage and decided to include the part about how Mumpower put her on the map and her investment with us brought in 10 times the ROI in sales for her. As a result of sharing this experience, I was approached by other brands in attendance to learn more.
Lesson: Not only is perception the reality, but the more brand champions you have talking about the success they have had using your product or brand, the more sales you will see.
Day 5: People want to help your brand thrive – they just need to know you exist and what exactly you want.
When I was in Paris I was invited to sit on a business leadership panel and share our observations of the key lessons and mistakes brands make with an audience including government officials, CEOs, media and business investors.
After this discussion, I was asked a key question by a few of them: “How can I help you?”
What happened next was incredible! Doors immediately opened, because they have the ability to fast track things that would otherwise take us years.
They have done things I haven’t and know people I don’t. And they want to help.
Lesson: If you were in the room with a key, influential contact who wanted to help you, do you know what to even ask for? Be clear about what you want for your brand, then ask for it.
