Episodes
New data reveal! Insights into Mums Buying Journey 2024.
March 2024
Most recently Mumpower surveyed almost 700 Australian Mums and we presented this intel exclusively in a masterclass for senior brand representatives. In today’s episode, I’m throwing back to this masterclass to share some snippets. Here we unpack the 3 biggest shifts for 2024 this data reveals – and we reveal more around Mums buying journey. If you want to increase your brand impact this year, you need to be across how the market has changed because now more than ever, Mums have the power to make or break your brand.
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BONUS EPISODE: Building Relationships with Mums in Business with Mums & Co Executive Director, Carrie Kwan
December 2023
Mums are not all the same. There’s power and profit in segmenting the market and speaking to Mums in meaningful ways by understanding different Mum avatars. In this special episode we speak to Co-Founder of Mums & Co Carrie Kwan, to explore the commercial potential for brands to build relationships with Mums in business. Learning what defines them, their purchasing behaviour and the role they play in a brand’s success.
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Mastering Market Research to connect with Mums.
October 2023
Our next chat about market research is with the end customer – the Mum Shopper. Alyise has been a member of the Mumpower network for many years and has participated in countless research projects for many different brands. You will walk away with some easy and obvious approaches to market research, from the methods to take, how to use it, where and when to display it and how to get people to notice your commitment to listening to the customer. Discover the best ways you can use market research to get more Mums to know, love and trust your brand.
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Mastering your Market Research with Margarita Magdalinos from Medela.
September 2023
One of the most efficient initiatives brands can undertake when faced with an uncertain market is research. It uncovers everything you need to know about your customer and the opportunities to thrive, and in 2023 being customer-centric is more important than ever. Today we speak to Margarita Magdalinos, the International Director of Marketing for Medela, the global authority of breastfeeding-related products. They are obsessed with understanding their consumer and how she is changing to stay top of mind, loved and trusted by more mums. You’ll leave this chat with a better understanding of why research is so important and what motivates your customer to buy, to drive more sales.
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We’re back with another Bonus Ep with a topic by demand! The world of influencer marketing and content creation is changing so quickly it can be confusing when trying to keep on top of the rules and regulations that govern this space. We’re often asked by our brands and content creators about best practice, so of course we had to call on the experts. Tegan Boorman, current chair of AiMCO and founder of Social Law Co and Shannon Tarbotton Director of Elevate Tax & Accounting join Christie Nicholas to answer all your burning questions around the dos and don’ts of social promotion, tax declarations, contracts and brand obligations – you don’t want to miss this one!
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BONUS EPISODE: A Chat with David Kaplan, Managing Director & CEO, Sleep Corp
July 2023
We sat down with David for what was intended to be a deep dive into his company’s product review strategy, but turned into something so much more valuable that we couldn’t keep it to ourselves. Listen in for a peak into the mind of a great leader, who created a brand that has been growing strong for more than 40 years, creating products that help everyone get what is most important for their health – a good night’s sleep.
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Mastering your Mum-Marketing Comms for Global vs Local Brands
June 2023
Over the past few years, we have seen an increased focus in Australia on the importance of buying local. Whether it’s because we’re appreciated for higher labour and quality controls or sustainable and pro-environmental practices we know it’s best to support our own economy. But is really a consideration for an everyday Mum-shopper when she’s on the path to purchase? Does it depend on the product category or personal preference? Or in today’s market, is it all about cost? Don’t miss this thoughtful chat with Lexi, one of the Mums in our network, to find out more.
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Mastering your Influencer Marketing for Global vs Local Brands with Helen James @i_heart_kmart
June 2023
Helen James began her @i_heart_kmart account when Instagram was only just gaining popularity in Australia. Her love for affordable finds at the popular retailer resonated so strongly with her peers that her channel quickly evolved and now attracts a wide range of diverse local and global brands that want to engaged with her highly connected Australian audience. But even if those brands tick all the boxes, align with her values, and respect her worth as a creator, Helen can’t possibly work with everyone. So what can you do to find best-fit collaborators, get in front of the Mum-shopper and connect with the Australian market? Find out now!
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Mastering your Mum-Marketing for Global vs Local Brands with BIBs Denmark
June 2023
We know that buying and supporting local brands is important to Aussie Mums – but what if you’re a global brand looking to enter the Aussie market? We’re joined by Michael Bech-Bruun the Head of Distribution Sales for BIBs, a household Danish name for premium baby and toddler products that are sold in more than 100 countries across the globe. Their Australian popularity is on the rapid rise, thanks to their Australian partner Kollektive, who understands the local marketplace and knows exactly how to speak to and resonate with the perfect BIBS customer – Mums. Melinda Farley the founder of Kollektive joins Michael for this insightful chat about how to build a global brand with local appeal and heart.
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Mastering Customer Product Reviews with Karen Bowen from Sleep Corp
May 2023
Product reviews will make or break your sales – fact. But how can you find raving fans of your products, get them to leave genuine reviews in the right place, respond to critical reviews and use them to better your brand? It’s time to turn our attention to a company that has spent many years tapping into consumer reviews. Hear from Karen Bowen, Marketing Manager at Sleep Corp, who saw quickly how social media and the shift to online sales turned what was originally a ‘nice to have’ (customer feedback) into an essential marketing tool to build brand reputation and trust – and the results speak for themselves.
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Mastering your Mum-Shopper Product Reviews
April 2023
We know that Mums turn to other Mums for information on a product more than any other source, and at a time where the economy is uncertain and how she spends her money is more considered, it’s never been more important to put your product front of mind of this powerful consumer group. We talk to Jacqui to find out where and why she leaves reviews, what she looks for in a review when on the path to purchase and whether negative reviews have an affect on her final decision. The answers may surprise you!
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Mastering your Influencer Product Reviews with Lucy Jackson @our_divine_darlings
March 2023
@our_divine_darlings came about when Lucy and her wife Amy began documenting their fertility journey, and in 5 years their content & followers have grown and diversified with engaging and highly-relatable activities of their now family of four. Lucy is selective with the brands and products she chooses to collaborate with and review, and as such has built a trusted network of relationships with brands and her audience. In this episode you will discover clever ways you can work with Influencers to ensure genuine product reviews reach a mass market.
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BONUS EPISODE: 5 Steps to Fast Track Sales Right Now!
January 2023
It’s always a strange period when we return to the office after the Christmas break – and more so now in this post-pandemic state, with rising interest rates and household budgets really feeling the strain. Mums are facing new challenges, so what can brands that sell to this important group do to acknowledge this, but still survive and thrive in 2023? We’re here to help in this bonus episode, as Christie takes us through 5 proven strategies that will fast-track your growth.
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Mastering TikTok with the Mumshopper in Mind
November 2022
Many of us assume that TikTok is an entertainment platform exclusively for funny videos aimed at Gen Z, and Mum-centric brands will often think ‘why bother?’ The latest Mumpower research shows that more than 70% of Mums follow brands on social media, and this Millennial Mum is here to tell us exactly when, why and how she uses TikTok and whether there is space for brands on this rapidly changing platform. The answers may surprise you.
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Mastering TikTok for collabs with Zoe George @thesubtlemummy
November 2022
Educator, author and content creator Zoe George is no stranger to social media. Her popular blog as ‘The Subtle Mummy’ and presence on Facebook, Instagram and TikTok have garnered a loyal community, largely made up of Mums just like Zoe, that are genuinely interested in the brands and products Zoe uses every day. Don’t miss Zoe’s tips and tricks for brands to test the waters on TikTok, the best way to engage the right creators for the right content on all platforms and how to attract customers that are genuinely interested in your product.
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Mastering TikTok for Brands with Kristy Alexandra from Slim Mama Co
November 2022
Small business can often be flexible and take risks on new platforms that other brands, both large and small can learn from. As social media ages, so too does its audience and Mum-centric brands need to decide – should you future-proof your business and invest your resources into TikTok and if so, how? Kristy from Slim Mama Co won’t miss the boat – here’s why.
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Mastering the Mum-Influencer Follower Experience
July 2022
So often we turn to brands and influencers to find out ways to generate more ROI from Mum-Influencer Marketing, but how often do you speak to a follower to get their take? We speak to a Mumpower Shopper to find out how consumers view collabs, where brands and influencers go wrong and what it takes to truly move her to buy. You don’t want to miss this part 3/3 series finale!
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Mastering the Mum-Influencer Relationship with Kristie @meet.the.morrisons
July 2022
Given Mums spend more time online than any other medium, we know that it’s Mum Influencers who are at the frontline and have their finger on the pulse of what Mums want, as well as why and how they buy. We talk to Mum-Influencer Kristie Young from @meet.the.morrisons who reveals content strategies that sell, her tips for brands that want to get the best out of their influencer relationships, and what inspires followers to buy.
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Mastering your Mum-Influencer Marketing with Russell Hobbs Brand Marketer Dean Hammerton
July 2022
How would you like to speak with one of the most senior marketers for a global brand, who has worked in every aspect of influencer marketing? Dean Hammerton, the Russell Hobbs Brand & Communications Manager, takes us through what works, what to avoid and what’s next with Mum-Influencer Marketing that all mum-centric brands need to know.
Click to listen on Spotify or Apple Podcast