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 authentic, grassroots content and shares what it takes to build long-term trust with the most powerful consumer: mums.

You’ll learn:

• Why mums are still the primary decision-makers in family footwear purchases

• How Williams uses mum-to-mum content to drive relevance and results

• The key marketing mistake that turns brands into “wallpaper”

• What’s changed in how mums shop today, and how Williams keeps up

“If you're not talking directly to mums, your brand becomes wallpaper.”

Don’t forget to catch up on the rest of Season 2, featuring Big W, ENJO, and more.

Follow Williams @williamsshoes

Follow Christie on LinkedIn HERE

Follow Nicholas on LinkedIn HERE

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 Discount Code: MUMPOWER

Follow Happy Hair Brush @ happyhairbrush

Follow Jen on LinkedIn HERE

Follow Christie on LinkedIn HERE

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 building trust with today’s mum shoppers

• Why authenticity and education matter more than ever in influencer marketing

“Mums are the CEOs of every household — and brands need to treat them that way.”

— Barb

Whether you’re in FMCG, retail or wellness, this episode is packed with real insight to help your brand grow with purpose — and connect with the consumer who holds the buying power.

Follow ENJO @enjo_australia

Follow Barb onLinkedIn HERE

Follow Christie on LinkedIn HERE

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 value of testing, failing fast, and learning what actually resonates

• BIG W’s vision to be every mum’s “wing woman” — not just her store“Mum is still the heart and soul of families. Our job is to make her feel seen — and make life easier.” —Sally McLean

If you're a brand wanting to stay relevant with today’s family consumer, this episode is packed with practical takeaways.

Follow BIG Won Instagram HERE and TikTok HERE

Follow Sallyon LinkedIn HERE

Follow Christie on LinkedIn HERE

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/

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/

Find Christie:

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.

FIND OUT

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

What it takes to get the best participation in focus

About incentives – paid participation or competitions to

Can Mums tell whether a product on the shelf has been

Which famous children’s brand does not have a way to

How brands can easily demonstrate they value the opinion of

Whether a Mum is more likely to buy a product that displays

The key industries where Mum market research is essential.

How involving mums in market research turns them into brand

A great example where market research with Mums can improve

How releasing products that are new and improved based on

Is the personal data provided in market research a big

What can a brand do to make a Mum buy their product over a

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 Alyise:
@shethinksfrugal

Shout out to:
@bibs_australia
@kollektive.au

This month’s trending topic Market Research.

Part 1 – THE BRAND

FIND OUT
A 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

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

How to approach market research to impact sales effectively

How assumptions about the customer were proven wrong through

How market research contributed to the consumer-directed creation

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 | LinkedIn
https://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!

Follow us https://www.instagram.com/mumpower_au/

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