How Brands Are Missing The Mark With Modern Aussie Mums

How Brands Are Missing The Mark With Modern Aussie Mums
SHARE
THIS



In this guest post, Christie Nicholas (pictured below), founder and managing director of Kids Business Communications, explains how brands are failing to engage the modern Australian mum, and outlines a few ways to turn this around.

Christie Nicholas

There are a lot of brands out there trying to sell products and services to mums and wondering why they’re not getting the attention their brand rightfully deserves. More often than not, the products themselves are excellent. They are delivering to the market a superior product, fair prices, on trend and it solves a problem. What’s not to love?

It is confusing for brands when they know for sure their product is brilliant, yet the sales simply don’t stack up. In the 15 years I’ve been in the marketing to mum space, I’ve worked with close to 200 brands across every single industry. From established multi-nationals, to small and medium sized business, I’ve observed and often been part of the journey, the challenges and the effort brands go through to build a customer base and successfully grow a brand. Seeing first-hand what certain brands do to excel and how their competitors get left behind is both inspiring and frustrating.

Being in the thick of discussions with companies about what is or isn’t working, I’ve been faced with a lot of questions that brands – regardless of size – need answers to in order to address roadblocks, new trends and consumer expectations. The opportunity came up with Kids Business Communications, the specialist agency connecting brands with mum via PR and marketing, to consolidate key questions these brands wanted answers to and go ask the mums themselves.

Questions such as: Why aren’t mums buying our products? Who is influencing mums’ decision to buy? Where are mums hearing about new products? Should we be doing what everyone else is? What is the best way to reach mums?

The end result was a comprehensive survey with 2,000 mums who generously mapped out what every marketer needed to know if their brand was ever going to make an impression on her. The full results are being released for the first time at the Mums Marketing Conference and raise practical points that brands need to address if they want to be successful in this space.

  1. For starters, brands can’t be all things to all people. Mums are not all the same. Brands that have a solid idea of the type of mums they want to appeal to, pave a clear pathway to find them. Start by building a consumer profile. This can be advanced market research or internal brainstorming. It makes it so much easier to find her when you know who it is you are looking for.
  2. Are you looking for her in the right places? Mums operate in two worlds equally – online and offline – and there are more opportunities for brands to target their reach in both spaces. The research shows this generation of mums are part of more online parenting groups than ever before. Seventy per cent of mums are part of online parenting groups versus 50 per cent who are part of offline. Brands can successfully reach out to both online and offline parenting groups and involve them in grassroots brand conversations.
  3. Grassroots brand conversations are actually a critical part of the marketing to mum strategy, because the research reveals that the number one most popular place mums turn to are their family and friends, again both online and offline, to ask or seek product recommendation. So, if mums are most likely to first and foremost take on board what their friends and family have to say about a product, brands need to leave an impression and give mums a reason to talk about them, or at least remember them. For brands to be remembered, they need to be a little more extraordinary with what they deliver or how they deliver it.
  4. Mums are doing extensive amount of research on practically every single product and service before making the final purchasing decision, specifically by reading reviews and relying on word-of-mouth recommendations. They want to know from others they trust and relate to if your product will solve her needs. Mums reveal they will spend extra time researching some categories more than others, such as education, childcare services, pricey baby items and cars. Appliances and services are also research heavy. Brands who facilitate, encourage and leverage reviews streamline that process. The more real-user experiences mums learn about, the easier it is for her to make up her mind. It’s when there’s simply no way she can knows a brand is right for her when the competitor steps up in line.

Mums are incredibly savvy consumers. We’ve seen first-hand how their defining lifestyle factors and expectations shape what they are looking for from products and how they engage with brands, both for the short and long term. Even if you think you already know the best ways to market to mums, the next generation of mums are coming through. They have their own characteristics, habits and require a fresh approach to market. It’s certainly an exciting space for brands to be in right now. There are new obstacles and new opportunities to really make a mark.

Please login with linkedin to comment

Latest News

Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, left), co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine