Listen Now

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 overlooked and under served community of mothers.   For the show notes head to: http://www.marketingtomums.com.au/podcast/ep50-with-susie-obrien-marketing-to-gen-x-mums/

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/

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/

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

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-growth-of-women-in-business/

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.com.au/podcast/ep45-marketing-to-single-and-solo-mothers-with-jacinta-tynan/

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.au/podcast/ep44-with-sam-wood-health-and-wellness-boom/

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 marketers.   For the show notes head to: https://www.marketingtomums.com.au/podcast/ep43-with-david-butler-marketing-to-tech-first-parents/

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 notes head to: https://www.marketingtomums.com.au/podcast/ep42-with-natalie-giddings-reaching-mums-with-influencer-marketing-part-2/

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 families. This is a practical episode designed to celebrate and highlight some of the great work being undertaken.   For the show notes head to: https://www.marketingtomums.com.au/podcast/ep41-with-katrina-mccarter-what-brands-are-getting-right/

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 then shares her process she implements in naming a brand and highlights when you need to be considering renaming your brand. This is a great episode which shines a light on the importance of crafting the perfect brand name.   For the show notes head to: https://www.marketingtomums.com.au/podcast/ep40-with-louise-karch-why-your-brand-name-matters/

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 appeal to small and medium business owners and marketers who are looking to use PR to reach mothers, without the expense.    For the show notes head to: https://www.marketingtomums.com.au/podcast/ep39-with-jules-brooke-attracting-mums-to-your-brand-using-pr/

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 podcasting to help them deliver uninterrupted, long-term relationships with mothers across the world.    For the show notes head to: https://www.marketingtomums.com.au/podcast/ep38-with-elissa-ratliff-podcast-popularity-among-mothers/

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 surprises findings which may provide new opportunities for brands. Her #ISOMums report is significant as it provides insights into important behavioural changes which can assist brands update their strategies and messaging.   For show notes head to: https://marketingtomums.com.au/podcast/ep37-with-katrina-mccarter-understanding-the-impacts-of-home-isolation

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 talk about how Tinybeans has built a business focused on catering to a parents need for privacy. Eddie also shares his learnings about marketing to Millennial mothers and he points out some of the differences between Millennial mothers in Australia versus the US.   For the show notes head to: https://www.marketingtomums.com.au/podcast/ep36_eddie_geller_marketing_to_millennial_mothers/

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 aren’t yet using Pinterest; how do you start? who does it well? what are the mistakes to avoid? Well today we are joined by Pinterest’s Country Manager of Australia and New Zealand, Carin Lee-Skelton, and we are going to deep dive into all your need to know about using Pinterest for business.   For the show notes head to: https://marketingtomums.com.au/podcast/ep35_carin-lee_skelton_pinterest_marketing/

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 helping brands and business owners understand messaging preferences of mothers to guide your strategy as the world starts to re-open.   For the show notes head to: https://marketingtomums.com.au/podcast/ep_34-with-jola-burnett-mothers-and-covid19/

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 purchasing power increase, femtech will provide growing opportunities for brands and investors over the next decade and beyond. In this episode, global femtech spokesperson and advocate, MarijaButkovic joins me to discuss the growing opportunities within the femtech industry and shares with us how brands and business owners can get involved.   For the show notes head to: https://marketingtomums.com.au/podcast/ep33-with-marija-butkovic-the-rise-of-femtech

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 and engage with mothers by using the right content formats and channels. For the show notes head to: https://marketingtomums.com.au/podcast/ep32-with-andrea-scalzo-yi-creating-winning-content/

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. Kate offers a series of recommendations for brands wanting to position their business for greater appeal among working mothers and demonstrates why every brand wanting to appeal to working mothers needs to understand how they prioritise time.   For the show notes head to: https://marketingtomums.com.au/podcast/ep31-with-kate-christie-marketing-to-working-mothers/