Marketing Study Lab - Actionable Marketing Knowledge: Marketing to Mums with Katrina McCarter CEO of Marketing to Mums

Hello, I’m the Lego Master of Marketing!

Odd statement to start a profile, but go with it, it’ll make sense.

You know when you have loads of Lego all over the floor and it just looks like one big pile of nothingness. Not only does it look a mess, it’s a pain when you stand on it.

I take these bricks and start to make sense of how they all fit together.

If your marketing feels like a pile of painful Lego, let’s chat and get those building blocks fitting together: peter@marketingstudylab.co.uk

Why is this an issue?

The biggest problem facing todays marketing departments is the severe lack of qualified marketers, which usually happens by accident.

It’s not your fault, this usually happens by accident.

Perhaps there was an immediate need to design a website or create some literature and you needed someone to coordinate this – before you know it, Mark is the new marketing department.

Maybe your business has experienced some rapid growth, expanded and was looking to promote within or Andrea from customer service fancied her hand at marketing and is now in charge of all corporate comms.

Or perhaps your competition is way too active on social media and you feel you need to be present on this platform as well. Get Hayley to post ‘stuff’ – she’s young enough to understand how to do this.

You get the idea!

These circumstances lead to 100s of hours of wasted time and money by focusing on the short-term tactics rather than a long-term strategic approach that will make a difference.

Even worse than this, the misplaced management of employees creates missed business opportunities, leaving money on the table that many didn't even know was there!

Hello, I’m Peter!
I can help with this.

I’ve been there, seen Marketing Departments churning out worthless tactical marketing communications that do nothing but damage a company’s reputation, wasting peoples time and reducing, not building long-term brand value.

I specialise in training programmes that will alter the mind-set of lost / forgotten / unqualified marketer's, by developing the skills needed to confidently create successful, long-term marketing strategies that generate business opportunities.

How is this done? Tell me, tell me now!

Quite simply by removing the pain points and problems than many marketers face as they haven’t had the training or been given the opportunity to develop their marketing skills through;

Strategic Marketing Planning
Professional Marketing Qualifications
Marketing Training Days
Mentoring
Tutoring

Any business that is not benefiting from the opportunities marketing will create is missing out MASSIVELY! The chances are that the marketing tactics that are being deployed focus on pushing the wrong messages of ‘Buy. This. Now’ to the wrong people (who don’t even care you exist), creating minimal awareness and even less success.

Positioning a company through a strategic marketing approach, not only carves out a point of difference for a company to differentiate themselves from the competition, but creates a unique proposition within the marketplace that highlights the problems it helps to fix for those that care enough to seek out this solution. Moving a company from a wasteful and unwanted push strategy to one that creates value where customers will actively gravitate towards this value proposition.

This changes your marketing and the marketing department from being viewed as a cost centre that haemorrhages money, to the department that creates value and saves money in the long-term.

And here’s a little bit of social proof for you:

‘It is refreshing to see someone with a passion for the profession producing such valuable content for others to learn from.’

‘He was genuine and very honest in his approach and it was a pleasure working through this with Peter. An ‘out of the box’ thinker, he enabled me to consider different approaches'.

Happy Marketing
Peter

www.marketingstudylab.co.uk

I would love to get your feedback on how I can improve the podcast or what you would like to hear in forthcoming episodes so either leave a comment or contact me directly - peter@marketingstudylab.co.uk

Subscribe on your favourite platform with new episodes appearing every TUESDAY:
Spotify
Libsyn Podcast Page
TuneIN
Stitcher
iHeartRadio
Apple Podcasts

Marketing to Mums with Katrina McCarter CEO of Marketing to Mums - Episode 131

Sep 29, 2020

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links
Katrina McCarter
https://www.linkedin.com/in/katrina-mccarter/
https://www.marketingtomums.com.au/

Podcast – Marketing to Mums: https://www.marketingtomums.com.au/podcast/
Book – The Mother of All Opportunities: https://amzn.to/3itOOsH

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81

Intro
Mothers, we all have one. But how well do we know them? Do we really understand their needs and wants, how to influence the decisions they make, the problems they need fixing and the best solutions to these problems?

As Marketers we often hear that niching down, understanding who makes up our target market and getting to know them a whole bunch is key and Katrina McCarter founder and CEO of Marketing to Mums helps her clients understand the Mums market in mega detail.

Katrina’s is a data driven marketer and her research consists of survey reports compiling information from more than 1,800 mum’s. But it doesn’t stop there, Katrina also has a podcast of the same name and is the author of ‘The Mother of All Opportunities’ (as always, the links are in the show notes).

In this episode we discuss;
- Why brands and advertisers don’t understand the mum market
- What opportunities can be capitalised on
- What strategies we should look to implement
- Using social media
- The key mistakes companies are marking

Watch the episode video:
https://youtu.be/c7wZOF5bl3s

Takeaways
Top Tip
It’s actually a mistake to avoid and that’s when an organisation has the perception that ‘everyone’ is a potential customer and appeal to no one. This means targeting on mass and not understanding the needs and wants of a smaller subset of the market deeply enough to make an impact.

Do your research and get to know those that need your solutions to fix their problems.

Favourite Quote
‘Credibility and trust become big issues for brands and it greatly affects sales certainly loyalty as well’ ` and although Katrina was specifically talking about niching down here, credibility and trust are two factors that need to be addressed, especially for the topics that you want to excel in. Now can you say that about your own organisation?

And Finally, the Most Important Takeaway from this Episode
Don’t forget about your testimonials. Be it written, audio or even video if you can. They are not only a powerful tool for the mums market, but can help to add credibility, provide social proof, increase engagement with others and add stickiness to content in any market. Just make sure you use them once they are collected!

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License