August 13, 2024
Strengthen your bond with Australian Mum shoppers by developing and executing a well-crafted promotional program that is led by a better understanding of their needs, preferences, and behaviours. We asked our vast network of Mum Shoppers to share which brands and what tactics have made them want to hit ‘Buy now!’
Overview
New research from Mumpower (an updated instalment to our annual ‘Australian Mums Today’ study, more info found HERE) identified the top brands whose marketing appealed to Mums most. The common threads these well-known brands demonstrated were: brand personality, brand transparency and an overall holistic approach to communication.
5 Stand-Out Brands Include
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“I love Bonds, not only because of their products and prices but the diversity and collaboration, and especially find their emails and titles funny.” – Jessica M, SA |
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“I love how Dove uses social media to engage with customers, featuring real-life testimonials and behind-the-scenes content.”
– Olga B, VIC |
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“The packaging and emails are all super aesthetic, and the models looks like stunning real people rather than Photoshopped unrealistic models. Makes me feel like it’s made for people like me.” – Chloe M, TAS |
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“Nike’s “Just Do It” campaign encapsulates empowerment, resonating with a diverse audience. It evokes emotion, motivation, and a sense of belonging.” – Jennifer F, WA |
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“Ironically, it’s Amazon must-haves. Amazon must-have videos are always on Instagram and there are people trialling the products, linking to the Amazon store.” – Nicole R, QLD |
7 other notable brands also celebrated by Mums
- Britax
- Coles
- Dyson
- Kmart
- Frank Green
- Go-To
- Woolworths
5 Practical Tips to Boost Your Marketing Strategy
The brands that resonated with Mums the most had similarities that, if adopted, will create a more meaningful connection with your own customers, leading to long-term brand advocacy and boost ROI.
- Be Relatable: Reflect the daily experiences and challenges of mums. Show relatable scenarios and solutions to build a genuine connection and foster trust and loyalty.
- User-Friendly Website: Ensure your website is intuitive and functional, allowing busy mums to easily find information, make purchases, and engage with the brand.
- Mum-Friendly Policies: Offer flexible and convenient shipping and return policies to encourage purchases and provide a positive buying experience.
- Brand Personality and Transparency: Showcase a unique brand personality and be transparent about products and practices to build trust and authenticity with mums.
- Improve Email Marketing: Keep mums engaged with personalised and relevant email content, driving both immediate sales and long-term loyalty
Incorporating one or more of these tips into your own brand marketing will connect your brand more closely with the needs of mum shoppers, fostering trust and loyalty, and ultimately long-term customers and a boost in sales.
