Episode 3

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Published on:

12th Aug 2020

Episode 3: Katrina McCarter and Marketing to Mums

In this week’s episode Adrian brings the effervescent marketing specialist, Katrina McCarter, to the mic. Among other things, Katrina is the founder of Marketing to Mums, a marketing and research consultancy based in Melbourne, a Best-selling Author, Speaker and Business Advisor and mother of three. After years of research into mother's behaviours, Katrina has published her findings in two bestselling books: two books: Marketing to Mums in 2016 and The Mother of All Opportunities which launched last October in New York.

Adrian and Katrina discuss the insights that led Katrina to start her Marketing to Mums consultancy, and the significance of mothers as a target market, and how businesses can effectively segment and target this market.

To learn more about the Marketing to Mums universe, head to http://marketingtomums.com.au/ .

You can also find Katrina and Marketing to Mums on social media, using the links below:

Facebook: www.facebook.com/marketingtomums

LinkedIn: https://www.linkedin.com/in/katrina-mccarter/

Plus, Katrina has been generous enough to provide our listeners today with a code for free shipping on any Marketing to Mums book purchase! Simply head to www.marketingtomums.com.au/book and enter the code ‘FREE’ at checkout.

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About the Podcast

TradesFormation Unlocked

Sell. Scale. Systemise - The no BS podcast for Tradies

🔥 Description:
Welcome to TradesFormation Unlocked with Adrian Fadini — the no-BS podcast for tradies ready to break free from the tools and build real businesses. We dive deep into the sales, systems, and strategies that drive serious profit and sustainable growth. Whether you’re scaling your team, systemizing your ops, or just sick of doing it all yourself — this is your blueprint to sell smarter, scale faster, and systemize like a pro.

Raw insights. Real stories. Tactical gold.
Let’s get you off the tools and into control.

About your host

Adrian Fadini

Adrian Fadini built Plumber To The Rescue from the ground up and turned it into one of Sydney’s most respected service trade businesses. He knows what it takes to build something that lasts—because he’s lived it.

After selling the business to his biggest competitor in 2012, he stayed on for two years, securing major commercial accounts—strata firms, pub groups, and businesses needing ongoing plumbing and electrical services.

Through it all, Adrian learned the power of training—not as a nice-to-have, but as a non-negotiable. It’s how he levelled up his team, created consistency, and built a business that could grow without him in the driver’s seat.

For over a decade, Adrian’s been coaching tradies across the service trades—plumbing, electrical, HVAC—you name it. He’s worked with clients at every stage, from solo operators trying to get off the tools to multi-million dollar businesses chasing serious scale.

Now, he brings all that experience to the table—real-world strategies, proven systems, and a genuine drive to help other tradies sell better, scale stronger, and systemize for long-term success.