In this episode Belinda Jennings, founder of Mum Central, Mum’s Pantry and Australian Baby Bargains, shares her journey to creating a highly engaged community of 850,000 mothers. Our discussion focuses in on strategies used to build large communities of mothers and attract big brand advertisers. We deep dive into community engagement and Belinda shares her experiences and expertise to share tips and identifies what you need to avoid. In a world where marketers and business owners are often swaye...
Feb 09, 2022•43 min•Ep. 54
Partnerships are the lowest cost, fastest way to grow a brand. They can be successfully used to grow your audience of mothers, build deep relationships, acquire new customers, enhance customer experience – the list goes on. In this episode I share my first discovery of the power of collaborating with two other businesses and why I use this as my key growth strategy across three businesses. I share what I see holds brands back from harnessing the power of partnerships and highlight the steps they...
Jan 26, 2022•17 min•Ep. 52
In this episode Susie O’Brien, Herald Sun journalist and author, shares her insights into Gen X mothers. She highlight distinguishing behaviours which set Gen X mothers apart from other generations and highlights what these women want from brands. Susie introduces us to the concept of half arsed parenting which is sought after by many Gen X mothers and tells us the secrets and benefits to taking a more half arsed approach. While touch in cheek, Susie shares rich data insights into an often overl...
Jan 12, 2022•32 min•Ep. 53
Social media use increases significantly when a women becomes a mother. Closed Facebook groups are growing in popularity and represent a significant opportunity for brands to build strong and lasting relationships with mothers. In this short, bite sized episode we explore just how you can collaborate with closed Facebook group administrators to grow your brand. For the show notes head to: http://www.marketingtomums.com.au/podcast/ep49-with-katrina-mccarter-power-of-facebook-groups/...
Dec 29, 2021•12 min•Ep. 51
In this episode Monica Meldrum, co-founder of Whole Kids, and I discuss the role of purpose in business. Monica shares her journey as a purpose led business and demonstrates how purpose guides their everyday business. We talk about the impact of purpose and how purpose influences the purchase decisions of mothers. For the show notes head to: https://www.marketingtomums.com.au/podcast/ep48-with-monica-meldrum-power-of-purpose/...
Dec 15, 2021•26 min•Ep. 50
In this episode Megan Lazovick shares key insights from not one but two reports – The Australian Smart Audio Report and The Spoken Word Audio Report. She identifies some significant shifts in both smart speaker and voice assistant behaviours and unpacks what implications this has for marketers and business leaders who are wanting to connect and engage with mothers and their families. For the show notes head to: https://marketingtomums.com.au/podcast/ep47-with-megan-lazovick-growth-of-audio...
Dec 01, 2021•32 min•Ep. 49
In this episode Tina Towers highlights the enormous opportunity for brands and business owners in catering for the growing segment of mums running million dollar micro businesses. She explains why micro businesses are so attractive to mothers and the tips to building your own million dollar micro business. Tina shares her insights on marketing to mothers gained from more than fifteen years in business. For the show notes head to: https://www.marketingtomums.com.au/podcast/ep46-with-tina-tower-gr...
Nov 17, 2021•36 min•Ep. 48
In this episode Jacinta Tynan highlights the enormous opportunity for brands and business owners in catering for the growing segment of single and solo mothers. She shares her insights from interviewing more than 40 women about how they are feeling, their fears and challenges. Jacinta explains what brands and businesses are getting wrong when it comes to appealing to single and solo mums and shares key insights around what they can better. For the show notes head to: http://www.marketingtomums.c...
Nov 03, 2021•30 min•Ep. 47
In this episode Sam Wood highlights the enormous growth opportunity within the Health and Wellness industry. We unpack Sam Wood’s business journey over the past 14 years as he shares his insights into the growth of the health and wellness industry and the success of memberships. Sam explains why partnerships have become critical in scaling the business in recent times and shares his top tips on attracting more mothers to your business. For the show notes head to: https://www.marketingtomums.com....
Oct 20, 2021•33 min•Ep. 46
In this episode David Butler highlights the enormous opportunity for brands and business owners in catering for the growing segment of Tech-first parents. He explains why we are seeing so much disruption and innovation within the parenting industry and how this is only set to continue in the coming decades. David demystifies how to appeal to Tech-first parents and shares examples of businesses getting this right. He identifies the mistakes to avoid and the opportunities to be enjoyed for astute ...
Nov 24, 2020•27 min•Ep. 45
In this episode Natalie Giddings highlights new opportunities with Influencer Marketing in connecting and engaging with mothers. Natalie highlights brands who are leading the way with their Influencer Marketing and shares emerging influencers which should be on every brands radar. We also discuss growth in social media channels and Natalie highlights important considerations with the recent introduction of the code of practice made by the Australian Influencer Marketing Council. For the show not...
Oct 20, 2020•40 min•Ep. 44
It’s certainly not all doom and gloom. There are some wonderful examples of brands that are highly successful at engaging mothers, which is leading them to enjoy market share gains. Mothers will gravitate towards brands that can show they understand what mums need and what they have to deal with every day, and how tough it is to be a mother. In this episode I profile six marketing strategies which are proving highly effective for brands and business owners wishing to attract mothers and their fa...
Oct 07, 2020•36 min•Ep. 43
What’s in a name? Well that is exactly what I’m talking about in today’s episode. I’m catching up with Louise Karch, the global name whisperer and author of the award-winning book Word Glue: Find Your Million Dollar Brand Name. Louise has been naming break out brands for the past decade. In this episode we delve into just how important naming your brand in your success. Louise shares the key criteria of a great brand name and some of common mistakes made when it comes to naming a brand. Louise t...
Sep 22, 2020•30 min•Ep. 42
Having your brand spoken about within the media is incredibly influential. While most businesses see value in appearing in the media they have reservations about the investment required to engage a PR agency. Today on the show we are talking about the merits of DIY PR. We are speaking through the process of doing your own PR. Our guest is taking us through the best ways to identify and approach a journalist, how to follow up and the mistakes to avoid. This is a practical episode which will appea...
Sep 08, 2020•36 min•Ep. 41
Podcasts are growing in popularity among mothers. Marketing to Mums research found that 40% of mothers had listened to a podcast in the past month. Mums said they loved the intimacy of podcasts and the opportunity to switch off from their day to day and learn new things and be entertained. In this episode Elissa Ratliff, leading Australian audio expert, shares why all brands should consider podcasting to reach mothers. Elissa shares her insights and tips into the options brands have in the podca...
Aug 25, 2020•21 min•Ep. 40
No one could have predicted just how challenging 2020 was going to be. Covid19 and extended periods of home isolation in many regions of the world has dramatically altered mothers’ behaviours. These changes, many of which are long term, are proving particularly challenging for brands. In this episode your host, Katrina McCarter, shares some of the key findings of the Marketing to Mums’ #ISOMums study into more than 1350 mothers. She identifies key insights from the report and shares some surpris...
Aug 11, 2020•18 min•Ep. 39
Millennial parents are increasingly becoming more conscious about what they disclose online. Privacy is far more important to them than a decade ago. This is only set to increase as Gen Z parents arrive on the scene. This presents challenges for brands in coming years. Joining me on the show today is Eddie Geller, Co-founder and CEO of Tinybeans, a photo and video sharing app which allows you to share your baby’s milestones within a closed social network, accessible only to people you invite. We...
Jul 28, 2020•34 min•Ep. 37
Pinterest is an underrated, powerful platform for brands wanting to drive traffic to their website and is fast gaining popularity in Australia. Since 2014, Pinterest’s Australian users have grown from 2.7 million to 7.4 million this year, with 2 million of Pinterest’s new Australian users occurring in the last two years alone. Interest in Pinterest has increased so significantly that they recently opened an office in Sydney, providing further support to brands. But for businesses and brands who ...
Jul 15, 2020•40 min•Ep. 38
Without question the Covid19 pandemic has presented an enormous challenge and opportunity for many businesses and brands, but how has it impacted consumer behaviour and will these behaviours be long term? Joining me today on the podcast I speak with Jola Burnett, VP of GfK Consumer Life, to discuss new research they have released to help brands better understand how mothers are feeling and how their behaviours have changed in comparison to other consumer segments. My interview with Jola aims at ...
Jun 30, 2020•32 min•Ep. 35
There is a significant shift taking place in the business world right now: women are using technology to solve real pain points they have experienced for years and that up until now have been largely ignored by brands. Known as ‘femtech’, it involves using technology to create innovative new products and services which focus on women’s health. Femtech will impact women of all ages, across generations. Frost & Sullivan predict this market will grow to US$50 billion by 2025. As women’s purchas...
Jun 16, 2020•39 min•Ep. 34
As mothers are increasingly rejecting corporate sales messages in favour of an attraction strategy, it has never been more important for brands and business to create engaging, valuable content. In this episode Andrea Scalzo Yi, founder of Raising Dragons, shares how she successfully built a community of more than 1,000,000 parents organically by creating simple STEAM activities which parents could do at home with their young children. Andrea shares her insights and tips to help brands connect a...
Jun 02, 2020•31 min•Ep. 33
As the demands and expectations of working mothers increase, so does the way they value convenience and time. Mothers are willing to pay a premium for greater convenience, and this is only increasing with the number of Millennials becoming mothers. In this episode Kate Christie, founder of Time Stylers, gives us a deep insight into the minds of working mothers and how they view time. She identifies core differences between Millennial and Gen X working mothers and how they prioritise their time. ...
May 19, 2020•39 min•Ep. 32
Whilst many brands look to China for their overseas growth, there are many emerging markets within Southeast Asia which represent significant opportunity. Our guest today, Roshni Mahtani, is the founder of theAsianparent.com, which attracts more than 33 million women each month to its platform. They cater for mothers across 13 different Asian markets and work with blue chip clients including Unilever, Huggies and Kelloggs. In this interview, Roshni shares her insights to help brands identify whe...
May 16, 2020•24 min•Ep. 31
By 2024, India is expected to overtake China and become the world’s most populated country. According to the World Economic Forum, India will have 1.5 billion people by 2100, more than three times the population of the US. In this episode Anoushka Gungadin shares her expertise as both leader of the Australia India Chamber and Global CQ consultancy. Anoushka shares her insights to help brands connect, engage and convert this growing and lucrative audience, as well as identifying key challenges th...
Apr 14, 2020•42 min•Ep. 30
In this episode your host, Katrina McCarter, discusses how to find opportunities during this global crisis. She identifies the three areas every business owner and brand leader should be focusing on right now in order to position their business for opportunity. Katrina demonstrates why now is a critical moment in time to reflect, innovate and possibly reinvent your business and brands to better cater for mothers around the world. For the show notes head to: https://marketingtomums.com.au/podcast...
Mar 31, 2020•28 min•Ep. 29
In this episode Dria Barnes shares recently released research which delves into what is keeping mums awake at night. Dria highlights the stressors impacting today’s mothers (and fathers) and shows us how brands can be better supporting new and expectant parents. For the show notes head to: https://marketingtomums.com.au/podcast/ep27-with-dria-barnes-marketing-to-pregnant-women-and-new-mothers/...
Mar 17, 2020•27 min•Ep. 28
In this episode Dr Alison Bryant shares recently released research which dispels commonly held beliefs around marketing to women aged 50 years+. These insights paint a picture of these women being a powerful and influential target audience which is currently being grossly misrepresented. Alison shares critical insights from AARP’s Disrupt Aging project to help brands connect, engage and convert this growing and lucrative audience. For the show notes head to: https://marketingtomums.com.au/podcas...
Mar 03, 2020•32 min•Ep. 27
In this episode your host, Katrina McCarter, discusses the future of marketing to mothers in the 2020s. She identifies eight major success factors brands and businesses need to be considering now to ensure continued growth in the coming decade. Katrina demonstrates why now is the right time to rethink your relationship with the world’s most powerful consumer, mums. This episode provides a small insight into Katrina’s new book, The Mother of All Opportunities, which launched in October 2019 in Ne...
Dec 10, 2019•32 min•Season 1Ep. 26
In this episode your host, Katrina McCarter, speaks with Tim Wise, the founder of KidNest, an online childminding introductory platform and the first app of its kind to market in Australia. It allows like-minded parents to connect and share childminding for their children, without the costs and challenges of traditional childcare. Tim and I discuss the booming sharing economy and what implications this might have for many existing brands. We discuss the changing views about the sharing economy, ...
Nov 12, 2019•21 min•Ep. 25
In this episode Jill Koziolshares her experiences as a co-founder and CEO of Motherly. We cover lots of ground however we focus the bulk of our discussion around Motherly’s annual ‘State of Motherhood’ survey which highlights that mothers are feeling unsupported (amongst other things). The research insights Jill shares are significant and we discuss how brands could use these insights to better communicate with mothers. This episode provides a small insight into Katrina’s new book, The Mother of...
Oct 29, 2019•32 min•Ep. 24
