Mastering the Mum Market Christie Nicholas

Unlocking revenue and increasing market share is exactly what we do at Mumpower. And how we have been able to do this for hundreds of brands since 2009 is by creating and implementing growth marketing solutions, all based on current data insights into how, what and why mums buy.

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.



Download our Growth Masterclass here: https://mumpower.com.au/2024/02/18/supercharge-your-mum-marketing-masterclass/



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Find Christie:

Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn

https://www.christienicholas.com.au/

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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Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedInhttps://www.christienicholas.com.au/
Find Carrie Kwan:
https://au.linkedin.com/in/kwancarrie
Find Mums & Co:
https://www.mumsandco.com.au/
https://www.instagram.com/mums.and.co/

This month’s trending topic Market Research.



Part 2 – THE MUM SHOPPEROur 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.

FIND OUT
The market research format that resonates best with a busy working Mum. (01:46)

How she feels about participating in product development research for brands. (05:09)

At what point will the length of a survey put her off
completing. (08:12)

What it takes to get the best participation in focus
groups. (10:10)

About incentives – paid participation or competitions to
win. (15:00)

Can Mums tell whether a product on the shelf has been
shaped by market research? (17:09)

Which famous children’s brand does not have a way to
connect with them online. (18:30)

How brands can easily demonstrate they value the opinion of
Mums. (19:41)

Whether a Mum is more likely to buy a product that displays
its test results/claims on the packaging. (21:45)

The key industries where Mum market research is essential.
(23:40)

How involving mums in market research turns them into brand
advocates. (24:24)

A great example where market research with Mums can improve
brand perception and drive sales. (25:25)

How releasing products that are new and improved based on
research affects the opinion of the customer. (28:42)

Is the personal data provided in market research a big
concern to the participant? (31:00)

What can a brand do to make a Mum buy their product over a
competitor? (32:02)

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Find Christie: Christie Nicholas - Chief Growth Partner - Mumpower | LinkedInhttps://www.christienicholas.com.au/



Find Alyise:@shethinksfrugal



Shout out to:@bibs_australia@kollektive.au

This month’s trending topic Market Research.

Part 1 – THE BRAND
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.

FIND OUTA bit about Margarita’s role at Medela. (01:44)

The topline research Medela is involved in. (04:24)

Why it’s crucial to conduct research regularly. (05:50)

Tips to put research into practice. (07:00)

Why it’s important to localise your research. (09:28)

How purchasing behaviours have changed and where you need
to be to find out how to get your product in the hands of Mums. (13:05)

The role of influencer marketing in market research. (17:05)

How to approach market research to impact sales effectively
and get the best ROI. (19:34)

How assumptions about the customer were proven wrong through
market research and a resulting change in marketing strategy improved sales. (22:30)

How market research contributed to the consumer-directed creation
of Medela’s game-changing new Freestyle Handsfree Breast Pump.(24:17)

What’s next for Medela. (26:47)

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Find Christie: Christie Nicholas - Chief Growth Partner - Mumpower | LinkedInhttps://www.christienicholas.com.au/

Find Margarita:https://www.linkedin.com/in/margarita-magdalinos-05749b20/

Visit Medela:https://www.medela.com.au/

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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Sign up to our network https://www.mumpower.com.au

Find Christie: Christie Nicholas - Chief Growth Partner - Mumpower | LinkedInhttps://www.christienicholas.com.au/

Find Tegan Boorman:https://www.linkedin.com/in/tegan-boorman/https://sociallawco.com.au/

Find Shannon Tarbotton:https://www.linkedin.com/in/shannontarbotton/https://elevatetax.com.au/

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.



Follow us https://www.instagram.com/mumpower_au/Sign up to our network https://www.mumpower.com.au

Find Christie: Christie Nicholas - Chief Growth Partner - Mumpower | LinkedInhttps://www.christienicholas.com.au/
Find David:
https://www.linkedin.com/in/david-kaplan-8ab9028/?originalSubdomain=au