CHRISTIE NICHOLAS - MUMPOWER

UNLOCKING THE POWER OF THE MOST INFLUENTIAL HOUSEHOLD SPENDER - MUMS.

In a world where brands are constantly vying for people’s attention, how do you truly connect with those who make the crucial financial decisions in our homes?

Christie Nicholas is the brains behind Mumpower – Australia’s leading agency dedicated to understanding, engaging, and empowering the most influential household spender – mums.

In 2009, while working for some big-name brands, Christie knew deep down there was a better way to reach and communicate with mothers. This led her to quit her dream job to go all in on Mumpower, which now boasts a vast network of influencers, creators, product review panellists and market researchers.

In this chat you'll hear from Christie on: 

  • Why she thought she could do a better job at speaking to Mums as buyers

  • Quitting her dream job to start Mumpower 

  • Overcoming her limiting beliefs and imposter syndrome 

  • The harsh truths she had to face after a decade into business

  • Understanding your customer intimately and the pain points along the customer journey 

  • Why your customer might be adding your product to their consideration set earlier than you think

  • The 3 strategies Christie uses time and time again to ensure personal, business and team success

We hope you enjoyed this conversation – for more podcast action follow us on Instagram @lady.brains, or sign up to our monthly newsletter at www.ladybrains.com 

Does your business need support during the busy e-commerce sales period? Check out Australia Post's FREE Peak Playbook to help you create a better customer experience and get your packages in their hands on time: www.auspost.com/peak

THE BITS YOU DON’T WANT TO MISS

“I thought the only way to grow this business was if it was painful...a lot of grinding and hard work, and that didn’t align with me, my personal development and my values.”
— on realising she had to grow in alignment with her values.
“Peer to peer endorsement gives the brand more social proof and trust. Look at how mums are buying and how can you improve her buying journey. ”
— On how critical it is to understand your buyer pain points.

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