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

Christie Nicholas Mums Marketing Conference

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Heckler Appoints Charu Menon To Partner
  • Advertising
  • Media

Heckler Appoints Charu Menon To Partner

Heckler has announced the promotion of Charu Menon to Partner, Singapore, making her the first female member of the Board.

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]