Dad's Become A New Marketing Target

Sep 22, 2008 by Mark Maier

Home Electronics and Lawnmower purchases are not the only things that Dad's buy according to a new research report by Silver Stork Research.  Generation X and Y are showing a trend of Dad's making the day-in-day-out purchases more than ever, in fact, 50% of the 66 million U.S. Dad's are full-time fathers and a growing number are single head of households.  Some key marketing information in the report...
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• Dads are men--meaning that parenthood doesn't change their overall approach to the world; it just expands it.

• Like mothers, fathers' key concerns regarding their children are education and health.

• 40% say they're doing at least half of the weekly household shopping. They are also increasingly likely to be the purchasers of items such as kids' clothing, school supplies and educational/entertainment products.

• Dads don't like to browse and shop, at least when it comes to family-oriented products. They identify their product targets, zero in on them, complete their purchases and leave. They gravitate to center store, "on the beaten path" areas, and expect items to be logically placed near similar items. And they're likely to have done Internet research on any significant purchase prior to heading to the store, to minimize shopping time.

• However, they do have a propensity to make impulse purchases--an opportunity for marketers.

• Electronic media and the Internet are key. New dads listen to radio, watch TV and surf the Web for parenting and other information/entertainment. They are less likely than moms to consume family-oriented magazines or "lifestyle" media content.

• New dads are attracted to products that are practical and solve a problem. They put quality before price. Product positioning should focus on solving a problem within the product category.

• At the same time, marketing should seek to leverage these dads' appreciation of a humorous element in advertising (as opposed to more sentiment-related creative relating to kids/family themes, more popular with moms), and seek to add an element of fun to the products themselves. Fun and play are cornerstones of interaction between these dads and their kids.

• However, younger dads do respond to "retro" product connections to their childhoods.

• Marketing/advertising should reflect these dads' parental motivations to give their kids what they want, make their kids happy and be perceived as heroes by their children.

• Marketing should include images of dads interacting with kids, especially "real" dads/kids, to reflect the more positive, involved image to which younger dads relate. The Silver Stork analysts note that new-generation dads feel that few campaigns to date include the dad/child relationship in the way that they perceive it.

• Product packaging should take male-appeal into account.

• Integrating traditional male marketing strategies within the baby/children's products market appears to be an extremely viable approach for brands looking to appeal to younger dads.

• Including products or product appeals geared to dads within promotions primarily targeting moms can also be effective. "

To read a summary of the report click hereRelated Categories