Mastering the Mum Market

In this final episode of the year for Mastering the Mum Market Season 2, Christie Nicholas chats with Nic Hobley, General Manager of Williams, the iconic Australianshoe retailer with over 160 years of history. Discover howWilliams has kept its brand relevant across generations by putting mums at the centre of its marketing strategy. Nick reveals the brand’s shift from traditional advertising to au...

In this inspiring episode, we talk to Jen Harwood, founder of Happy Hair Brush, about how she built a cult favourite brand by putting mums at the centre of every decision — from product development to marketing. What you’ll learn: • The secret to turning customer pain points into a business • Why mums are your most powerful marketing engine • How to build community-led growth that scales Exclusive...

In this episode, ENJO Australia CEO Barb de Corti shares how a deeply personal journey sparked a chemical-free cleaning revolution — and how rediscovering today’s mums helped her revitalise a legacy brand. We dive into: • How mums shaped ENJO from day one • The tough business pivot away from direct selling • What modern families really want from sustainable brands • The non-negotiables for buildin...

In our season opener, we sit down with Sally McLean , Head of Social at BIG W, to find out how one of Australia’s most loved retailers is keeping pace with modern mums — and winning their loyalty along the way. Sally reveals: • How BIG W’s social strategy shifted from polished to real • Why comedic relief and relatability outperform product posts • How to talk to mums without stereotyping • The va...

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...

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...

This month’s trending topic Market Research. Part 2 – THE MUM SHOPPER 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...

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 M...

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 f...

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 healt...

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...

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...

This month’s trending topic - Global vs Local. Part 1 – THE BRAND 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...

This month’s trending topic Product Reviews. Part 3 – THE BRAND 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 Ka...

This month's trending topic Product Reviews. Part 2 – THE MUM SHOPPER 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...

Show Notes: This month’s trending topic Product Reviews. PART 1 – THE INFLUENCER @o ur_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 collabo...

BONUS EPISODE 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...

This month’s trending topic TikTok. Part 3 – THE MUM SHOPPER 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...

This month’s trending topic TikTok. PART 2 – THE INFLUENCER 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...

This month’s trending topic TikTok. Part 1 - THE BRAND 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 b...

This month’s trending topic is Mum-Influencer Marketing. Part 3 – The Mum-Shopper 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 t...

This month’s trending topic is Mum-Influencer Marketing. Part 2 – THE INFLUENCER 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...

This month’s trending topic is Mum-Influencer Marketing . Part 1 - THE BRAND 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...

Welcome to Mastering the Mum Market , a podcast from Mumpower. 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 bran...