Overview

There's a massive global market segment that most brands do not understand or know how to target. Many companies - even multinationals - are unaware of this huge opportunity right in front of them. And those that have recognised it often don't fully understand it and so are still missing out. That opportunity is mums. In research over many years, mothers have made it clear they are unhappy with the way brands are communicating with them. Katrina McCarter's research has found that 63% of Australian mothers felt brands and advertisers don't understand them. Despite being such a lucrative market, this means businesses are missing opportunities every day. The Mother of All Opportunities educates board directors, C-suite and senior executives, big brand marketers, and business owners about: why mums represent the biggest growth opportunity globally over the next decade key global trends that will be impacting your current strategy the mum opportunities brands are missing right now across segments, locations and industries why you need to invest in this market and upskill your teams now the future of successful marketing to mums. Katrina McCarter demonstrates why now is the right time to rethink relationship with the world's most powerful consumer, mums. Fast track your brand and build a competitive advantage by gaining critical research-based insights into this massive and underexposed market.

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9781925921243

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Reviews

'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

Author Information

Katrina McCarter is the founder and CEO of Marketing to Mums, a marketing and research consultancy based in Melbourne, Australia. She holds a Bachelor of Business (Marketing) and MBA (International Business), and has 18 years' sales and marketing experience across diverse industries. She works with businesses of all types and sizes, providing strategies, research, advice and board briefings. She is an award-winning businesswoman and mother of three. Katrina is a data-driven marketer who regularly engages in research to deeply understand mothers across the world. She shares her findings through books, podcasts, articles, videos and speaking at conferences and brand events throughout Australia and overseas, and is a sought-after media commentator.

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