Dads treasure two types of Father’s Day gifts: those their kids make and those they really want. Making a #1 Dad mug is easy. Go to a DIY-ceramics shop. Find a mug, paint it, fire it and wrap it up. But how do you market to the growing number of tech-savvy dads that are beginning to take an active role in household buying decisions?
Whether you sell HD pocket camcorders or the ultimate wireless home theater experience, you need to know how to market to dads. Once tech-savvy dads get excited about your product or service, the entire family will know exactly what they really want for Father’s Day or for any other big occasion.
Here are three ways you can begin to think about how to market to dads online…
- Dads research brands online. They often use their smartphones to find the best products online. A recent Kelton Research study for Procter & Gamble identified popular topics dads research online: technology was the most popular at 60%.
- Dads share preferred brands. Both daddy bloggers—such as HighTechDad.com—and review sites are on the rise, and dads are beginning to share their brand experiences online. This means we must consider what they’re saying online.
- Dads buy for the family, yet advertisers continue to focus marketing dollars on moms and women, who traditionally handle purchasing. While family concerns may center around a new entertainment system, we still must be cognizant of a shift.
The opportunity: dads are interested in retail shopping. Ads shouldn’t ignore dads.
As the economy continues its bounce back, why not market to stay-at-home dads? At home or at work, most dads now share brand-buying decisions with their spouses. So if you think that sensational bagless vacuum isn’t tech-savvy enough for dad, think again.
Although, buying Dad a vacuum for Father’s Day may go over just as poorly as it did when Dad bought Mom a broom thirty short Christmases ago. Be good to your parents.
To explore exactly how you can reach dads online, contact Inflexion Interactive today.
