Archives for category: Marketing to Men

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BRAND SPOTLIGHT: Oscar Mayer

What do Michael Bacon and turkey bacon have in common?

They’ve both spent their lives in the shadows of other bacons: Kevin and pork.

The two less-recognized bacons have many positive attributes of their own. Sure, Michael didn’t star in Footloose or win a Golden Globe like “the other Bacon” did, but he can play 12 instruments and is an Emmy-winning composer. As for turkey bacon, it’s 50 percent less fattening than its counterpart.

Oscar Mayer’s new ad campaign aims to gain recognition for both the lesser-known – but equally important – bacons. Using the hashtag #UnsungBacon and a hilarious promotional video, the goal is get Michael to surpass Kevin in number of Twitter followers while promoting turkey bacon’s meaty merits.

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Michael, who can’t even boast a blue check next to his Twitter handle, may still have a ways to go:

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Nevertheless, in addition to giving recognition to Michael and turkey bacon, advertisers should recognize all the things this campaign does right: it’s clever, it’s social media centric and, at the end of the day… it’s about bacon.

 

Written by: Immediate Consumption

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M2M_July_ComicCon
COMIC-CON: TARGETING BRAND AMBASSADORS

This year’s Comic-Con was filled with grown men dressed as superheroes, surprise celebrity appearances, and marketers who truly understood how to put on a show for the uber-fans.

With over 125,000 in attendance, most of them males 16 to 34, marketers were given a unique opportunity: if they could excite the crowds at Comic-Con, they’d be almost guaranteed to generate buzz.

The people who fly across the country to attend Comic-Con are the type of engaged, passionate fans who serve as brand ambassadors. They are the ringleaders of the Sci-fi society; and when they see something they like, they will tweet their experience, Instagram their photo, and check-in on Facebook

This is especially true among the male demographic: According to an Orlando Sentinel Media Group, 44 percent of men share positive brand experiences they have with their friends online.

While large amounts of marketing money were spent on only a select few people, Comic-Con attendees are the ones who will actually buy video games, see the superhero movies, and watch the zombie TV shows. In addition, the opinions of this esteemed minority of Sci-fi superfans carry weight among the general public – when a man goes home from Comic-Con with a slew of cool stories from his trip, he’s giving your product the best endorsement possible.

Dialed-in consumer bases, like people who attend Comic Con, are worth spending the extra cash on because, in return, they will pass your brand’s message on in a way that’s more effective then any stunt or commercial: positive word of mouth.

Companies like Warner Bros., AMC, and Chernin Entertainment understood this better than anyone.

To garner excitement for the new Godzilla movie, Warner Bros. recreated Tokyo City in an office building and constructed an entire “Godzilla Experience” complete with movie memorabilia, a monster-themed sushi bar, and a thrilling appearance by the beast himself.

In another creative campaign, fans of The Walking Dead had the chance to fight for their survival amidst zombie attacks in a postapocalyptic obstacle course.

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Finally, to promote the next installment in the Planet of the Apes series, “Doctors” roamed the streets in scrubs and face masks doling out hand sanitizer that promised to protect the user from the Simian flu.

In a vast sea of movie posters and pamphlets, these were the advertisements that stood out. They made it clear the consumer was their priority by not holding back on expense while embracing both man’s sense of humor and sense of adventure.

Most importantly, they gave their consumer an awesome experience to tell their friends – and there is no better advertising than a man’s stamp of approval.

Written by: Immediate Consumption

M2M_June
THE MEANING OF THE MIDSUMMER CLASSIC

For generations, baseball has been heralded as our nation’s pastime, handed down from father to son at dusty ball fields all across the country. Today, the game is more than just balls and strikes — it’s a symbol of who we are — but it wasn’t always this way.

In 1933, in the midst of the Great Depression, sports editor Arch Ward of the Chicago Tribune conjured the idea of an exhibition game pitting the best players in the American League against those in the National. The game would be held in Chicago at Comiskey Park, and was intended to be a onetime thing.

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Well, Babe Ruth hit the first home run at an All-Star Game, the American League won 4-2, and this onetime exhibition was soon woven into the fabric of our summers. Today, the MLB All-Star Game is a major, multimillion dollar event that’s broadcast in dozens of countries worldwide.

Great story — but what does this mean to us marketers?

Well, it means we can’t be afraid to dream. At one time, Major League Baseball was just a brand, and the All-Star Game was nothing more than an exhibition, a promotion. But what it accomplished was remarkable.

The All-Star Game gave consumers something big, a chance to celebrate, and an opportunity to break from the pains of the world that held our country back. The All-Star Game gave men all across the country a sense of hope, and reminded them that we were still a great nation.

As marketers, it’s our job to communicate what our brands can do for our consumers. Whether we’re in the snack, shoe or surfboard business, it’s our responsibility to understand the power of our brands — and to discover ways we can do more.

We can’t limit ourselves to business objectives like creating awareness and driving trial. We can actually make lives better — it’s up to us to challenge ourselves and bring our large-scale ideas to life.

It might sound grandiose, but it’s up to us to think big. It’s our ideas that create things like home-run derbies, rock festivals and slam dunk contests. It’s up to us to take our brands from good to great and to give our consumers more than just a coupon.

Instead, let’s give them a show. An All-Star Game. A real connection that reminds all of us just how spectacular our lives really are.

Written by: Immediate Consumption

M2M_May
BRAND SPOTLIGHT: Red Bull

Brand Spotlight:  Red Bull

Man has always been adventurous and daring. He’s climbed mountains, crossed open seas and taken to the air like a bird. Man has spirit, and it’s taken him beyond the limits of common societal norms.

Man is a dreamer, and no brand today recognizes this better than Red Bull.

More than an energy drink, the Red Bull brand has found a way to successfully create a playing field for our imaginations. This arena has grown into something more than a promotional stunt — it’s a new, spontaneous world, an ethos that entertains and inspires.

Coming to life in a wide variety of sports, events and settings, Red Bull begins by asking simply, “What If?” — and then doing exactly that. Here are just a few examples of where their brand has taken us:

AIR FLEX — Red Bull Stratos Jump
From the Wright Brothers to Neil Armstrong, man has always had an urge to rise above the earth. We’ve shown we can get up, but the real challenge lies in coming back down. Breaking the speed of sound, Felix Baumgartner took this challenge to new heights in the Red Bull Stratos Jump.

FORE!!! — Red Bull Capital Drive
Golf has always been a gentleman’s game where one can test his skill in a natural setting. Well, the times are changing — and so is the game of golf. Check out PGA hotshot Rickie Fowler in the Red Bull Capital Drive’s Urban Hole in One Challenge.

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GOING BIG ON TWO WHEELS — Red Bull Rampage
Over the last decade, Red Bull has bought into the future of what many would consider fringe sports. By putting the mountain back into mountain biking, the Red Bull Rampage has provided a stage for the world’s best to push boundaries and expand the understanding of what is possible on a bicycle.

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Today, Red Bull is so much more than an energy drink in a slender aluminum can. The brand breaks down walls, inspires audiences and reconnects us with our urge to go for it. This feeling has no walls, and speaks to a broad spectrum of consumers across multiple platforms.

Not every brand can do what Red Bull is doing, but that doesn’t mean your brand can’t do more. Being bold and breaking out of your comfort zone can be just the thing to bring your male audience closer.

In what ways can your brand shake things up and ignite the spirits of its male consumers?

Written by: Immediate Consumption

M2M_April
GET OUTSIDE!

Congratulations! You made it through another winter!

But just because you survived the holidays and maybe a few blizzards doesn’t mean you can take a break. Fact is, your male audience isn’t putting their feet up — they’ve got a new spring in their step and they’re taking their game outside.

Spring is upon us and with warmer weather comes a revitalization of the soul. Your brand’s male consumers have their sights set on getting out of the house and conquering the world — so what’s your brand doing? Are you in the game? Or on the couch?

OUT-OF-HOME
Whether it’s a billboard on the highway or a poster at the bus stop, finding a place for your brand to live between point A and point B is an effective way to get your guy’s attention. Here’s a tongue-in-cheek board from Maker’s Mark that surely turned a few guys’ heads:
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EVENTS
Concerts, festivals and ball games are prime examples of events that not only are heavy in male attendance, but offer numerous opportunities for your brand to live. Take Budweiser for example — they have season tickets to Chicago Cubs games:

MOBILE
We live in a culture of now, and that means when your guy is on the go, your brand should be there, too. From promotions to resourceful apps, a mobile presence is a smart way to get in front of men. Texas Monthly Magazine developed a smart mobile app giving guys a helpful Outdoor Guide to the state’s best parks, swimming holes and trails:TM
There are a lot of ways for your brand to live outside. The trick is to look closely at your male consumer and understand which activities best align with your brand. This way, you’ll not only grow brand awareness, but make even stronger brand connections with your male audience.

Written by: Immediate Consumption

M2M_March1
As marketers, we put in a lot of hours asking questions to better understand the makeup of our core male consumer. How old is he? Is he married? Does he play video games? Fantasy football? Maybe both?

The list goes on …

Demographics and psychographics are at the heart of what defines our male consumers, but there’s more to understanding them than sifting through data on a spreadsheet. A key to successful marketing is being able to read between the lines and grasping the collective value of what these findings mean.

Once discovered, your findings should eventually paint a picture of your core consumer and provide you with a better understanding of his behavior and lifestyle.

A convenient but effective way to better understand your core male consumer is through personification. By simply building a personification profile, you’ll be able to gain a better depiction of the guys engaged with your brand — and get insight into opportunities to better connect with his lifestyle.

Here are just a few hypothetical profiles that help paint a better picture of a brand’s male target.

Trent the Gamer

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Twenties – Early Thirties
Single
Apartment
Enjoys time with close-knit group of friends

Trent is:

  • Imaginative
  • Focused
  • Creative
  • Innovative
  • Original

Trent enjoys:

  • Movies
  • Comics
  • Video Games
  • Science Fiction
  • Surfing the Web

Trent uses brands like:
Mountain Dew, Monster Energy, Slim Jim, Domino’s Pizza, Vans, Apple

Barrett the Southern Gentleman

M2M_Gentleman
Late Twenties – Early Forties
Married, Young Family
Homeowner
Spends free time with family

Barrett is:

  • Refined
  • Career Driven
  • A Family Man
  • Calculated
  • In Control

Barrett enjoys:

  • Golf
  • Hunting
  • Watersports
  • Tailgating
  • Grilling

Barrett uses brands like:
Polo, Vineyard Vines, Sperry, Costa Del Mar, Brooks Brothers, Keurig, Johnnie Walker

Brad the Team Captain

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Twenties – Mid Thirties
Single/No Kids
Apartment
Social/Active Lifestyle
Enjoys large social gatherings and making new friends

Brad is:

  • Active
  • Energetic
  • Social
  • Spontaneous

Brad enjoys:

  • Flag Football
  • Beach Volleyball
  • Bars/Nightlife
  • Athletic Events

Brad uses brands like:
Nike, Under Armour, Adidas, Gatorade, Oakley, The North Face, Trek, Miller Lite

The beauty of a brand personification profile is that it can be as in-depth as necessary. Profiles should live and grow, much like your brand. And as social and economic climates change, you’ll be able to develop new profiles, as well as edit those existing.

In the end, understanding your brand’s core male consumer should always be important in your marketing efforts. Creating profiles not only will clarify what you already know, but will certainly provide insight into future endeavors.

Written by: Immediate Consumption

Men don’t like to shop, but they like to buy.

According to a new eMarketer report, “Groomed for Growth: Digital Strategies Reach Men in the Personal Care Aisle,” this presents a challenge for personal care marketers as they target men beyond the basics of body wash, shampoo and shave cream.

Even going forward, only a small piece of the personal care product market will be for men. The global male grooming products industry will generate $33 billion in revenue by 2015. The men’s grooming category in the U.S. will reach $5.8 billion by 2016, with the men’s toiletries category — which includes bath and shower, haircare and skincare products — expected to see 10 percent growth from its 2012 sales tally.


For the basics — body wash, shaving tools and shampoo — use is high among males in the U.S. The numbers do fall dramatically after those basics. And it’s unknown whether the haircare and skincare products men are using are male-specific or more unisex.

Research from Mintel, which reports on global consumer trends, shows younger men are driving sales of personal care services. It found that 25 percent of men ages 18 to 34 had had a manicure or pedicure, while 38 percent had had a facial or body treatment. (That percentage goes down as men get older — just 15 percent of men ages 55 and older said they had a facial or body treatment.)

But while sales in the health and beauty category skewed heavily toward women and young millennials (ages 18 to 24), a higher percentage of men reported purchasing health and beauty products online than said they bought pet supplies, groceries or baby toys online.

And since men increasingly research online — on desktop and mobile — and have little interest in browsing store aisles, creating ecommerce “man aisles” is one way CPG marketers can reach males and provide CPG product information.

In addition, to convert men to a new personal care product, tapping into men’s heavy-duty video viewing is a good approach for marketers.

Written by: Byron Acohido