Mastering the Mum Market

Mastering the Mum Market

By Christie NicholasBusinessMarketing
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Mastering the Mum Market episodes

  • Mastering the Mum-Influencer Follower Experience

    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 to buy. You don’t want to miss this part 3/3 series finale!

    FIND OUT

    Who in the household decides exactly which brands and products to buy? (03:28)

    When and why Mums spend so much time online. (05:30)

    What accounts does the Mumshopper have and why – is TikTok really a thing for the Millennial Mum? (07:55)

    If brands should be focussing on Reels. (08:40)

    How this Mum-Shopper defines ‘Influencer’ and why she has stopped following so many on Instagram. (09:33)

    What makes a collaboration believable. (11:38)

    What it takes to build a valuable connection with a Mum-Shopper. (13:20)

    Biggest turn-offs in the world of Influencer Marketing. (14:40)

    How to create a trusting relationship with followers and authenticity in brand collabs. (17:05)

    What Mums are looking for when researching brands and products. (17:50)

    How the increase in sponsored posts affects the user experience on Instagram. (20:20) & (23:39)

    How brands and Influencers can improve their relationships with the Mum-shopper through their social content. (21:09)

    Pathways to purchase – how Influencers role in the shopping journey is not so straightforward. (26:45)

    What can brands and influencers do to leave the most favourable impressions. (28:30)

    Which Mum-influencers resonate the best with Michelle. (30:43)

    Want to get involved? Become a member of our Mumpower Network!

    https://mumpower.com.au/im-a-mum/

    Find Michelle:

    https://www.instagram.com/mrsdaniels2012/

    Find Christie:

    Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn

    Shoutout to:

    https://www.instagram.com/diaryofanhonestmom/
    https://www.instagram.com/ronnieandgeorgia/
    https://www.instagram.com/houseofharvee/
    https://www.instagram.com/kyalandkara/
    https://www.instagram.com/midnightmums/

    34 min
  • Mastering the Mum-Influencer Relationship with Kristie @meet.the.morrisons

    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 for brands that want to get the best out of their influencer relationships, and what inspires followers to buy.

    FIND OUT

    Who is behind @meet.the.morrisons and what this relatable Mum will NOT share on Instagram. (01m30s)

    How content has changed over the last 5 years and why. (05m12s)

    What it takes to put together a brand collab. (07m16s)

    How to balance servicing the needs & requirements of the brand with ensuring the content speaks authentically to the audience. (09m01s)

    Why Kristie loves working on campaigns with Mumpower & what makes us different. (10m50s)

    Mistakes brands make when approaching Influencers for collabs. (14:21)

    How to secure ongoing partnerships following a successful collab. (16:26)

    How to get the perfect influencer for your next campaign. (20:15)

    Key trends in Mum-Influencer Marketing. (22.00)

    What Kristie thinks about Influencers engaging with one another’s content. (24:50)

    Why Influencer events are so important. (27:30)

    No. 1 Must have for Influencers & Brands for EVERY campaign. (28:45)

    How much branded content is too much? (33:00)

    Top tips to improve your next Influencer marketing campaign. (34:00)

    Advice to other influencers to develop greater brand partnerships. (35:45)

    Don’t miss the other episodes in the series of Mum-Influencer Marketing, and sign up to our network at https://www.mumpower.com.au.

    Find Kristie:

    https://www.instagram.com/meet.the.morrisons/

    Find Christie:

    Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn

    Shoutout to:

    https://www.instagram.com/tommeetippeeaustralia/(Events)
    https://www.instagram.com/russellhobbs_anz/ (2in1 Steamer Supreme & Stone Textured Stainless Steel Kettle & Toaster)
    https://www.instagram.com/hunterleisure/(Hello Sunshine Messy Tray)

    39 min
  • Mastering your Mum-Influencer Marketing with Russell Hobbs Brand Marketer Dean Hammerton

    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 brands need to know.

    FIND OUT

    The evolution of influencer marketing and why more retailers are moving away from more traditional marketing avenues. (02:59)

    The ‘types’ of influencers that achieve the best campaign results and why reach vs engagement are not the only metrics to consider. (06:07) & (19:12)

    Which unicorn Influencer produces amazing photographic content for the brand while at the same time features relatable, genuine Mum-life on her feed? (09:03)

    What Mum ‘micro’ Influencers bring to the table that others may not. (10:05)

    How to avoid choosing the ‘wrong’ influencer. (11:37)

    Content creator freedom vs brand control – what is best practice? (14:02)

    The best way to leverage content from a campaign to get the best ROI (16:20)

    Great campaign results using Mum-Influencers. (20:55)

    How the approach to influencer marketing in Australia different to other global territories. (23:24)

    Key trends in Mum-Influencer Marketing. (24:42)

    How brands can improve their relationships with Influencers (26:50)

    Tell us what you think!

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

    Sign up to our network https://www.mumpower.com.au

    Find Dean:

    Dean Hammerton - Brand & Communications Manager Spectrum Brands | LinkedIn
    Find Russell Hobbs:
    https://au.russellhobbs.com/

    Find Christie:

    Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn

    Shoutout to:

    https://www.instagram.com/raniengineer/
    https://www.instagram.com/sydneyfashiontribe/
    https://www.instagram.com/lucasgirlslove/

    30 min
  • Introducing 'Mastering the Mum Market' with Christie Nicholas

    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 brand, then this is the podcast for you.

    We'd love to know what you think! Follow us @mumpower_au or email [email protected] and join our network mumpower.com.au. 

    2 min

About Mastering the Mum Market

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A podcast by Mumpower.