Mothers are the driving force of the global economy. They control 80 per cent of consumer spending. Yet they feel misunderstood, misunderstood and undervalued. In a time when there is mounting pressure to deliver increased growth, profits and market share, this book shines a light on the global opportunities which abound for brands willing to invest in deeply understanding this powerful and influential shopper. This Mother of All Opportunities educates C-suite, Senior Executives and Big Brand marketers shows:
* Why Mums represent the biggest growth opportunity of the decade.
* The Mum opportunities which could be impacting your current strategy.
* The future of marketing to Mums and why you need to invest in this market and up skill your teams now.
Fast track your brand and gain a competitive advantage in your category by gaining critical insights into this under exposed market.
About the Author
Katrina McCarter is the founder and CEO of Marketing to Mums, a research and marketing consultancy. She is a marketing strategist who specialises in understanding mothers as a powerful market sector, through experience and research. Katrina is highly regarded for her creative growth strategies and her ability to negotiate strategic partnerships, and works with brands to increase sales and profit selling to mums. As award-winning businesswoman and mother of three, Katrina is an accomplished international speaker, podcaster and a regular contributor to business media. Rosanna, Victoria
'Katrina McCarter is Australia's number one expert in marketing to mums, and an unrivalled thought leader in this space. In The Mother of All Opportunities, she shares her expertise and years of experience to help businesses capitalise on this massive - and growing - opportunity. She also includes research and insights from other leading global experts, and identifies the key trends for the coming decade. Businesses, big and small, cannot afford to continue to ignore or undervalue this lucrative global market segment. I highly recommend this book.'
- Kate Christie, CEO Time Stylers
'Katrina was an expert speaker at our recent event Engaging Mums with your Brand in Australia and China. Hosting 70 influential brand owners, Katrina had the audience captivated with her amazing data-driven insights about the most important customer for brands - mums. Katrina provides brands with actionable strategies all can implement to gain the trust of mums. We can't wait to engage Katrina again for projects and future events with Tell Me Baby. I can highly recommend working with Katrina.'
- Mat Colbron, CEO, Tell Me Group
'The Mother of All Opportunities is a fascinating insight into "the most influential consumer segment in the world", and required reading for any CEO, CMO or Sales Leader who counts mums as part of their target audience. In her first book, Katrina McCarter focused on how to reach and better serve Australian mums. In this second book, Katrina takes a more global perspective, sharing stories about the best (and worst) behaviours of businesses that market to mums and exploring the trends shaping this critical market segment. This book delivers a step-by-step guide to creating strong, lasting and mutually beneficial relationships with mums all over the world, in a way that's authentic, empathetic and fun.'
- Cian Mcloughlin, Amazon Bestselling Author, Keynote Speaker & Sales Expert