As both a “dude” and a fresh produce marketer, I certainly have opinions about the messages that are often not-so-subtly delivered by brands that target me and my fellow man. These messages will most likely multiply since, according to recent research, men visit the grocery store more times a month (8.2) than women (7.5). However, even as the outreach to male shoppers increases, it’s important to realize that successful marketing to dads and men isn’t one-dimensional, by any means.
The male demographic presents a very broad spectrum of attitudes, interests and behaviors and, thus, many opportunities. Smart marketers realize this and will tailor their efforts to the exact man-niche they’re hoping to attract. In order to up your game with the guys, here are a few strategies that could very well increase your influence with them and convert them into customers:
Appeal to Men’s Emotions
Women haven’t cornered the market on emotions. Emotional connections can just as effectively attract and intrigue men when properly pitched. Think Dads won’t drop a pretty penny to shelter their family? Think again. The Navy Federal Credit Union commercial below exemplifies just that.
Engage with Men on Social Media
Men, especially millennial males, are active on social media and use it to make purchasing decisions, according to Nielsen. Remember this when brainstorming social promos or even crafting daily content – you’re not only engaging with females. Now, this isn’t to say that some posts shouldn’t be targeting females specifically – but consider adding a few more “dude-centric” posts to your lineup. For example, with summer around the corner, now is a perfect time to start talking about grilling.
Position Products with Benefits that Appeal to Men
According to a Daymon Worldwide study in June 2014, men are the primary shopper in 51% of American households – some are Dads and some are heads of single households. We believe that marketing to targeted audiences isn’t exclusive of the other audiences. It’s just a smart way to connect with the audience for whom you’ve developed a certain product. And while your fresh products probably aren’t in gender-specific packaging, a slight shift in the way you share your product’s benefits digitally and via packaging could help increase the appeal of your products to that 51% of men that are shopping for food weekly.
Variety is said to be the spice of life and customizing your marketing messages so that they resonate with a more diverse audience (including men of all types) can definitely spice up your sales. Use your social channels as a lab and test out some custom content for your existing and potential male followers – this will allow you to perfect your pitch before fully investing. From a male marketer AND consumer, I look forward to seeing what you come up with!
