Mastering the Mum Market

By Christie NicholasBusiness Marketing

Mastering the Mum Market episodes

June 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
June 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 [email protected] 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 | LinkedIn
https://www.christienicholas.com.au/
Special Shoutout to
@russellhobbs_anz 😊
26 min
June 01, 2023 Mastering your Mum-Marketing for Global vs Local Brands with BIBs Denmark
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 the globe. Their Australian popularity is on the rapid rise, thanks to their Australian partner Kollektive, who understands the
local marketplace and knows exactly how to speak to and resonate with the perfect BIBS customer - Mums. Melinda Farley the founder of Kollektive joins Michael for this insightful chat about how to build a global brand with local appeal and heart.
FIND OUT
How BIBS came about. (01:44)
The reason for the rapid growth of the brand into global markets in the last 3 years. (03:30)
Why the Australian market was an obvious choice for the brand. (05:25)
The role Kollektive plays in representing premium European brands to Aussie Mums. (06:42)
Why BIBS resonates to well to the Australian market. (08:14 & 18:15)
The biggest point of difference between BIBS and its local competitors – looking into ‘Australian made’. (10:15)
Some key pointers for any distributer to be successful in representing a global brand. (12:20)
Why social media presence is important. (13:30)
How BIBs focus on key trends, beautiful aesthetics and purpose-made products appeals to Mums of all generations. (15:00)
Whether there are big differences in the colour and design preferences of products between countries – do you need to diversity in each market? (20:50)
How do you identify best-fit distributors when expanding the brand? (23:00)
How to foster a sense of local community with Mum-shoppers. (24:48)
Kollektive’s biggest focus for the next 12-18 months for the growth of BIBs. (26:28)
The importance of balancing the relationships of smaller local retailers with larger channels for the expansion of a brand. (29:15)
BIBs biggest global challenge right now. (30:24)
Advice for other global brands to break into the Australian market. (31:45)

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 BIBS:
https://bibsworld.com/en-au
Find Michael, BIBS Head of Distribution Sales:
https://www.linkedin.com/in/michael-bech-bruun-88b33a/
Find Melinda, Kollektive Managing Director:
https://www.linkedin.com/in/melindapodesta/
Find Kollektive:
https://www.kollektive.com.au/
34 min
May 09, 2023 Mastering Customer Product Reviews with Karen Bowen from Sleep Corp
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 Karen Bowen, Marketing Manager at Sleep Corp, who saw quickly how social media and the shift to online sales turned what was originally a ‘nice to have’ (customer feedback) into an essential marketing tool to build brand reputation and trust - and the results speak for themselves.
FIND OUT
How the role of product reviews has changed over time. (02:30)
How important it is to understand buyer behaviour and where
and when consumers will discover a product. (05:00)
Whether incentivised or gifted reviews affect the legitimacy
of the review. (07:15)
How brands can use competitor reviews and their own feedback
to improve products and services of the business. (09:00)
Where the best place for brands to have reviews and why. (10:40)
What elements of a review are most helpful in generating
more sales and customer trust. (11:26)
Is a case of the more reviews the better? (12:42)
The best way to leverage positive reviews to grow your
brand. (13:55)
How to respond to negative reviews. (16:00)
How Sleepcorp has used product reviews for new product
development or to improve existing SKUs. (17:46)
How to tell if a review is genuine. (19:48)
How to encourage more reviews from genuine customers.
(21:19 & 22:55)
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 Karen, Sleep Corp Marketing Manager:
Karen Bowen - LinkedIN

26 min
April 03, 2023 Mastering your Mum-Shopper Product Reviews
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 why she leaves reviews, what she looks for in a review when on the path to purchase and whether negative reviews have an affect on her final decision. The answers may surprise you!
FIND OUT
Why she chooses to leave reviews for products she is passionate about. (01:40)
Why she participates in formal trial and review campaigns. (03:23)
Whether there is an obligation to leave a positive review if the product has been gifted or incentivised. (04:38)
Where Mums are seeking out reviews (and where your brand needs to be!) (06:30 & 12:21)
At what point in the buying journey do you start looking at reviews. (8:20)
Why reviews from strangers and friends are equally as valuable. (09:45)
How you decide whether a review is a genuine reflection of the product. (14:11)
How the date, star rating and number of reviews all contribute to a Mum’s overall impression of the product. (16:06)
Which influencers this Mum Shopper trusts the most for their product reviews. (16:54)
What affect negative reviews have on the final decision to purchase. (19:44)
What elements are important to include in reviews that will drive a Mum to buy – or not. (20:35)
If gifted or paid reviews change their legitimacy in the eyes of the shopper. (24:27)
What brands can do to encourage more Mums leave reviews. (26:19)
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 Jacqui:
@theurbanmablog
Special Shoutout to:
@tothotornot
@melbournemum
@mama_mila_au
30 min
March 16, 2023 Mastering your Influencer Product Reviews with Lucy Jackson @our_divine_darlings
Show Notes:
This month’s trending topic Product Reviews.
PART 1 – THE INFLUENCER
@our_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 collaborate with and review, and as such has built a trusted network of relationships with brands and her audience. In this episode you will discover clever ways you can work with Influencers to ensure genuine product reviews reach a mass market.
FIND OUT
The ways in which brands can approach a content creator that can help or hinder the collab potential. (2:09 & 20:32.)
How Lucy decides what brands to work with and/or products to review. (05:45)
Why it is important to balance both paid and unpaid reviews. (08:53)
What style of content resonates when creating product reviews. (11:10)
The best process when looking to reshare an influencer’s review. (15:11)
If there is pressure to feature only positive elements of a product in paid reviews. (22:07)
Whether brands are prescriptive in what they want featured in reviews and how that resonates with particular collaborators. (24:08)
If brands should gift large quantities of product and hope for published reviews or be more selective with targeted influencer campaigns. (26:41)
If it makes a difference to include creators that have accounts with fewer followers in a review campaign. (28:49)
Why influencers should share authentic product reviews to their audience of any size. (31:28)
Advice for brands looking to collaborate with influencers on product reviews. (32:43)
Whether you should use influencer’s that have used competitor products for reviews? (34:46)
What role influencer reviews play in educating potential customers for a brand? (37:38)
The do’s and don’ts when resharing an influencer’s product review on other platforms. (40:14)
We’re always looking to feature amazing creators on our show – reach out to us at [email protected] to get involved!
Follow us https://www.instagram.com/mumpower_au/
Sign up to our network https://www.mumpower.com.au
Find Lucy:
@our_divine_darlings (Instagram)
Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
https://www.christienicholas.com.au/
43 min
January 12, 2023 BONUS EPISODE: 5 Steps to Fast Track Sales Right Now!
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 episode, as Christie takes us through 5 proven strategies that will fast-track your growth.
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/
21 min
November 14, 2022 Mastering TikTok with the Mumshopper in Mind
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 whether there is space for brands on this rapidly changing platform. The answers may surprise you.
FIND OUT
Which social media platforms this Mum Shopper uses and why. (02:00)
What attracts her to TikTok that is missing from other platforms. (03:18)
Whether other Mums in her circle are on TikTok and are they creators or just users? (06:34)
Why Instagram is still her favourite platform. (08:19)
How branded content displays on Instagram vs TikTok. (9:49)
The content creator on TikTok that resonates the best with her. (10:27)
What she notices about a brand posting vs a content creator posting about that brand. (11:39)
What is it about branded content that turns the Mum Shopper off the product? (12:59) & (14:50)
How seeing the products in action leaves the best impression. (13:50)
Why shoppers now want to see the human side of a brand and how this leads to sales. (16:30)
How TikTok trends can help brands enter the TikTok space. (18:00)
Are there brands that she may not have noticed without TikTok? (23:49)
The best way brands can show up on TikTok to resonate with Mums. (26:22)
Want to learn more? Mumpower is hosting a TikTok webinar! Get in touch via the links below.
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 Jade:
@jaderobertson (TikTok)
@jade.lee._ (Instagram)
Special Shoutout to:
@jessiikawilson (Instagram) & @ohhello.j (TikTok)
@Moogooskincare (TikTok & Instagram)
@kmartfever (Instagram) & @islahpalmer (TikTok)
32 min
November 14, 2022 Mastering TikTok for collabs with Zoe George @thesubtlemummy
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 tricks for brands to test the waters on TikTok, the best way to engage the right creators for the right content on all platforms and how to attract customers that are genuinely interested in your product.
FIND OUT
The evolution of The Subtle Mummy – from Facebook to TikTok. (1:05)
How brands capitalise on her ideal demographic and whether this differs per platform. (06:20)
How and why TikTok content needs to be different than Instagram. (10:01)
What Mums are using TikTok for. (11:03) & (27:09)
How collabs are different on TikTok vs Instagram & Facebook. (13:16)
Tips on how to test the waters on your first TikTok collab. (14:40) & (32:44)
Is the TikTok Creator Marketplace the best place to secure partnerships? (20:40)
The best way to repurpose an Instagram collab onto TikTok. (24:19)
Easy ways to use content creators AND create your own content for your brand pages to grow your business. (28:38)
What is it about The Subtle Mummy that connects so well with Mums. (30:27)
What’s next for Zoe George. (33:40)
Are you a content creator keen to share your voice? Reach out to us @mumpower_au we’d love to have you on the show!
Follow us https://www.instagram.com/mumpower_au/
Sign up to our network https://www.mumpower.com.au
Find Zoe:
@thesubtlemummy (Instagram)
@zoe_george_(TikTok)
Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
https://www.christienicholas.com.au/
37 min
November 14, 2022 Mastering TikTok for Brands with Kristy Alexandra from Slim Mama Co
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 boat – here’s why.
FIND OUT
Who is Slim Mama Co? (01:20)
Why you need to start TikTok NOW so you don’t miss the boat. (05:04)
How to grow brand awareness through the platform in an organic way. (06:35)
How they differentiate marketing the brand on TikTok vs Instagram. (08:55)
What real difference does it make to brand growth? (11.06)
What style of content resonates the most on TikTok. (13:15)
How you can repurpose content to fast track brand growth. (14:20)
How to secure brand partnerships with influencers. (15:57)
Where brands go wrong when working with influencers on TikTok. (17:29)
The number one tip for brands to resonate with the TikTok audience. (18:05)
A great example of one particular big brand getting it right! (19:09)
How brands can benefit from being on TikTok. (23:20)
Why ‘showing up’ is the best thing you can do right now for your brand. (25:34)
Don’t miss our chats with the Influencer & the Mumshopper! Listen to the rest of the episodes in our TikTok series 😊
Follow us https://www.instagram.com/mumpower_au/
Sign up to our network https://www.mumpower.com.au
Find Kristy:
https://www.linkedin.com/in/kristy-alexandra-51820755

Find Slim Mama Co:
slimmama.com.au/
www.instagram.com/slimmamaco/
tiktok.com/@slimmama.com.au
Find Christie:
Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn
https://www.christienicholas.com.au/
Special Shoutout to:
@duolingo (TikTok & Instagram)
29 min

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Mastering the Mum Market

Mastering the Mum Market episodes

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