Mastering the Mum Market

Author: Christie Nicholas

A podcast by Mumpower. Every month we take a trending topic and explore it through the perspective of brands, influencers and mum shoppers. We leave no stone unturned so you get a complete viewpoint on EXACTLY what it takes to build a brand more Mums know, LOVE and trust. If you are looking for LIVE market insight and PROVEN tips to empower more mums to choose your brand, then this is the podcast for you. We'd love to know what you think! Follow us @mumpower_au or email admin@mumpower.com.au and join our network mumpower.com.au.
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Language: en-au

Genres: Business, Marketing

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How Williams Shoes Earns Loyalty that Lasts Generations
Episode 4
Saturday, 15 November, 2025

In this final episode of the year for Mastering the Mum Market Season 2, Christie Nicholas chats with Nic Hobley, General Manager of Williams, the iconic Australianshoe retailer with over 160 years of history.Discover howWilliams has kept its brand relevant across generations by putting mums at the centre of its marketing strategy. Nick reveals the brand’s shift from traditional advertising to authentic, grassroots content and shares what it takes to build long-term trust with the most powerful consumer: mums.You’ll learn:• Why mums are still the primary decision-makers in family footwear purchases• How Williams uses mum-to-mum content to drive relevance and results• The key marketing mistake that turns brands into “wallpaper”• What’s changed in how mums shop today, and how Williams keeps up“If you're not talking directly to mums, your brand becomes wallpaper.” Don’t forget to catch up on the rest of Season 2, featuring Big W, ENJO, and more. Follow Williams @williamsshoesFollow Christie on LinkedIn HEREFollow Nicholas on LinkedIn HERE