Marketing to Today’s Men: Are Dads Leading the Way?

jeffAnnouncements, Uncategorized

Dad 2.014 Live Blog is presented by Microsoft Surface 2…

Marketing to Today’s Men: Are Dads Leading the Way?: Any story about marketing to today’s adult men begins with understanding dads. And today’s dads bring a unique alchemy of strength, sensitivity, adventure, wisdom, and sentiment to their roles as engaged fathers and domestic partners. These values and life elements that dads hold so dearly are instrumental components of their identity as consumers. To grasp all this is to dig deeper and understand “why dad buys. (Frontenac)

Trey Burley (@daddymojo), Jeff Porzio (@jeffporzio), Chris Routly (@ChrisRoutly), Andy Tu (@tumanfu), Matt Tumminello (@target10nyc)

Panel-Intros

Expectations of this panel

Less being angry with brands.  Work to help them be better. They are receptive

What a family looks like is different now…

Who is getting it right?  Tide got it right

They listened and got it right but tone deaf – p&G – OLYMPICS debacle

Disappointing  because we have voiced our concerns but they kept their same path

Have heard for 3 Olympics that they are forgetting about dads…

Brands are cautious now… no outright rage since Huggies debacle

Amazon Mom — saving men money   but keep saying ‘mom’ on everything

They can’t sell me (dads) other things….

Leaving opportunities on table for selling to dads    should they call it “family”

Either / Or     but it doesn’t need to be… still being inclusive

Doesn’t need to be mom OR dad…. Inclusive

Big companies are stuck… all we want is a geat ad – respectful to dad

Tone deaf companies… subsidiaries of parent companies?

Sister and brother companies?  Tough to delineate for regular consumer

Is the Big aircraft carrier too big to turn around? Who is doing the heavy lifting? 

Marketing team hired to do gig or the company itself?

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Looking for permission to think about these things…

Many female executives are successful because they have stay at home dads at home…

Should we go back to ignoring dads?  Easier?  Less flack

Mommy bloggers are vicious too…

Agencies saying we must modernize our ads… wedding rings only shown on women…  never a single mom  only white families?  Diversity?

Who wants to take that risk within agency?   Prefer safe route…don’t want to get fired if backlash or numbers go down…

Agencies are getting smarter with research — must have latest research… last years is no good now…

Women want their husbands portrayed properly

Pleasing dads but also pleasing the women consumer too

If dad prominently featured, then it becomes the normalize vision.

IF dad there is as a natural part of parenting, more real  not token

Not dad there in ad and we are all waiting for him to screw up…

Just show families… real families…

Women rank higher favourability if ads showing engaged involved father studies show… makes moms happy  

Dad not buffoon…

Are marketing managers all women?  Is there a bias there?

How do they script a commercial?  White?  Black?  Married?

What is the target market?  That defines cast of commercial… do we need diversity in this ad?

Are people blind to their own privilege?  Need to have the question asked?

Making a statement by brands being here t Dad 2.0 Summit… we hold you to a higher standard if you err because you should get it

We believe you can do better…  that is the conversation to have…

What products do dads buy?  Killer important research…

Investing in research to properly inform brands…

As more moms work, dads must be doing something to help  – more dads doing food shopping than ever before…

Bloggers have so much power… if work together, brands do hear you…

They need facts – I believe you but I need to numbers and stats…

We are going to go to the extreme with stereotypes…

We want to make things as authentic as possible… so use “family”…

Home Depot does a great job showing women building stuff

If they excluded women, what would be the impact?  Would we still get the message? Again, doesn’t have to be one or the other…

Dove Dwayne Wade spot still appeals to women  — are they walking away with favourably view of company?

If dad is shopping more, what is dad buying?  What would be surprising to a marketer…

Never buy if product says fructose, corn starch, or ‘mom’

Big discussion about buying tampons… and movember being blamed for lower profits

Is a brand connecting with you?

Do celebrity endorsements work?  If no, authenticity is key… relatable…??

Do we always need to be funny when marketing to dads?  Can we connect emotionally?    Or do we need to go funny or sports?

I look for someone being a great dad….

Extra gum ad   won award for NfI annual commercial of the year…

Just make the casting “normal”… REGULAR FAMILIES – normal….

We know the family stats?  More time spent with kids… will it plateau?   Or continue to rise?

If economy starts booming again, will men go back to work?

No thinks panel — Its an attitude shift, not born out of economy…

Collective power of dad blogs… if a blogger said it, they take it serious…

Brands love to hear from you when they get it right – They listen to it….

If they thinks dads are angry group, they will boycott…

Tell brands how they can improve….

We are professional dads…. So be professional with constructive criticisms….

Get on agency radars   

create a pinterest of brands that get it right…

 

thanks fellas     great panel….  Jeff Hay (www.thedadvibe.com)