Mastering the Mum Market

Christie Nicholas
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Mastering the Mum Market

A podcast by Mumpower. Every month we take a trending topic and explore it through the perspective of brands, influencers and mum shoppers. We leave no stone unturned so you get a complete viewpoint on EXACTLY what it takes to build a brand more Mums know, LOVE and trust. If you are looking for LIVE market insight and PROVEN tips to empower more mums to choose your brand, then this is the podcast for you. We'd love to know what you think! Follow us @mumpower_au or email admin@mumpower.com.au and join our network mumpower.com.au.

  1. New data reveal! Insights into Mums Buying Journey 2024.

    MAR 28

    New data reveal! Insights into Mums Buying Journey 2024.

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

    15 min
  2. BONUS EPISODE: Building Relationships with Mums in Business with Mums & Co Executive Director, Carrie Kwan

    12/20/2023

    BONUS EPISODE: Building Relationships with Mums in Business with Mums & Co Executive Director, Carrie Kwan

    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. 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 Carrie Kwan: https://au.linkedin.com/in/kwancarrie Find Mums & Co: https://www.mumsandco.com.au/ https://www.instagram.com/mums.and.co/

    29 min
  3. Mastering Market Research to connect with Mums.

    10/26/2023

    Mastering Market Research to connect with Mums.

    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) 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 Alyise:@shethinksfrugal Shout out to:@bibs_australia@kollektive.au

    34 min
  4. Mastering your Market Research with Margarita Magdalinos from Medela.

    09/14/2023

    Mastering your Market Research with Margarita Magdalinos from Medela.

    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) 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 Margarita:https://www.linkedin.com/in/margarita-magdalinos-05749b20/ Visit Medela:https://www.medela.com.au/

    29 min
  5. BONUS EPISODE: Your FAQ Answered! A chat with Social Media Lawyer Tegan Boorman & Accountant Shannon Tarbotton.

    08/08/2023

    BONUS EPISODE: Your FAQ Answered! A chat with Social Media Lawyer Tegan Boorman & Accountant Shannon Tarbotton.

    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! 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 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/

    44 min

  6. 07/18/2023

    BONUS EPISODE: A Chat with David Kaplan, Managing Director & CEO, Sleep Corp.

    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

    30 min
  7. Mastering your Mum-Marketing Comms for Global vs Local Brands

    06/29/2023

    Mastering your Mum-Marketing Comms for Global vs Local Brands

    This month’s trending topic - Global vs Local Brands. Part 3 – THE MUM SHOPPER 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. FIND OUT: Whether she favours local or overseas brands when online shopping. (01:57) The benefits of buying locally that global brands can’t compare. (02:44) Whether the consideration to buy locally is a priority in her buying journey. (03:22) Why convenience is essential when deciding between brands. (04:01) The benefits of purchasing a global brand over local. (04:42) Overall, whether there is greater trust in buying locally vs globally. (05:35) The typical path to purchase when discovering a new local brand. (06:09) What was it about the local connections that appeal whether it be brand story, messaging or product ingredients that led her to decision to buy. (08:22) How and why she made the decision to swap one of her favourite local brands to one she found internationally online. (08:55) Is cost always the deciding factor when looking at local vs global or does it depend on who we are shopping for. (11:15) What we’re risking if we’re buying global brands over local. (15:13) & (25:05) Whether the high quality standards of Australian products affects her decision to buy. (17:20) How the brand’s messaging can help connect with customers. (19:37) Tips for global brands to connect with local Mum shoppers and local partners. (21:02) & (26:30) The importance of having local brand collaborators. (22:36) Tips for local brands to sell more to Australian Mums. (29:43) Just how much a Mum will consider when presented with a like-for-like global vs local brand. (30:55) 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 | LinkedIn https://www.christienicholas.com.au/ Find Lexi: @the.outnumbered.mumma Special Shoutout to: @heymamasgroup @cleanlifeaus

    35 min
  8. Mastering your Influencer Marketing for Global vs Local Brands with Helen James @i_heart_kmart

    06/15/2023

    Mastering your Influencer Marketing for Global vs Local Brands with Helen James @i_heart_kmart

    This month’s trending topic - Mastering the Marketing of Global vs Local brands. PART 2 – THE INFLUENCER 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! FIND OUT How Helen grew from a Kmart enthusiast to a broadly successful influencer representing numerous affordable brands. (01:35) How Helen decides what brands to work with and her thoughts on paid vs gifted collabs. (03:29) Why she values local small business and how important that support was at the outset of her Instagram journey. (04:40) If her audience values Australian made products or global brands when it comes to the content she shares. (06:10) How the post-pandemic economy has shifted the acceptance from more local brands to a focus on affordability. (07:45) Where Helen’s audience is based and how that affects the brands she chooses to work with. (08:29) Whether there is a difference in the way she is approached for a collab by a global brand vs a local brand. (10:00) Is it important to have a local representative to coordinate collabs and best market to the Australian Mumshopper? (11:13) Whether a brand story that has a local connection (ingredients sourced or rags to riches CEO) garners more support from Helen’s audience than an international brand. (12:54) How to foster a connection with local Mums if you are competing against that ‘local heart’. (15:00) Why it’s important to allow the creator flexibility to represent the brand and product in their own way. (16:35) The different approaches to content creation and why they play an equally important role in any marketing plan. (17:43) What steps should overseas brands take to find the best-fit local content creators to represent their products. (20:40) Tips for other content creators to grow their audience and get repeat and referral collabs. (24:00 We’re always looking to feature amazing creators and brands on our show – reach out to us at admin@mumpower.com.au to get involved! Follow us https://www.instagram.com/mumpower_au/ Sign up to our network https://www.mumpower.com.au Find Helen:@i_heart_kmart (Instagram)@mamalovestoshare (Instagram)@hello.helenjames (TikTok) Find Christie: Christie Nicholas - Chief Growth Partner - Mumpower | LinkedInhttps://www.christienicholas.com.au/ Special Shoutout to @russellhobbs_anz 😊

    25 min
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About

A podcast by Mumpower. Every month we take a trending topic and explore it through the perspective of brands, influencers and mum shoppers. We leave no stone unturned so you get a complete viewpoint on EXACTLY what it takes to build a brand more Mums know, LOVE and trust. If you are looking for LIVE market insight and PROVEN tips to empower more mums to choose your brand, then this is the podcast for you. We'd love to know what you think! Follow us @mumpower_au or email admin@mumpower.com.au and join our network mumpower.com.au.

Information

  • Creator
    Christie Nicholas
  • Years Active
    2022 - 2024
  • Episodes
    20
  • Rating
    Clean
  • Copyright
    © Christie Nicholas
  • Show Website
    Mastering the Mum Market

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