With Father’s Day rapidly approaching (that’s this Sunday for all you last-second shoppers), this dad would like to talk about something that doesn’t get much attention: marketing to men. Let me explain.
Every year it seems like Millennials and moms get all the love from marketers. Of course both are key demographics. We’ve written at length about Millennials here, here and here—and last year consumers spent $19.9 billion on Mother’s Day compared to just $12.5 billion on Father’s Day (that’s nearly 60% more). See this infographic from Discover for more fun facts.
But let’s not forget about men. We have money and like to buy things, too! With that in mind, here are just a few tips for targeting men in your next direct mail campaign.
3 Tips for Marketing to Men with Direct Mail
Use data to your advantage. While the latest technology, grills and golf clubs are more traditional gifts, marketers do have access to the types of data that can allow marketing to men to reach wider, higher and deeper—and become more engaging. This includes marital status, interests, mortgage and property size, vehicle make and model as well as whether or not a member of the household has an active investment portfolio. Savvy marketers will use this data to their advantage when designing personalized offers.
Keep copy length in mind. In general, men are not compelled by a story about the product, rather one with more visuals explaining its features and benefits. As a rule of thumb, a mailpiece designed for men should be covered with images of the product.
Meet them where they want to be met. This goes without saying, but men and women should be targeted differently. Why? Because studies have shown more than 60% of women enjoy shopping in the store and believe it improves their mood. For example, an offer directed toward women could include a savings card they can use in-store. Men, on the other hand, generally care about efficiency and tend to do less comparison shopping. They are intrigued and persuaded by the benefits of the product or service.
Just for Fun
Anyone looking for a last-second gift should consider the No. 1 wearable technology on the market. No, I’m not talking about the Apple Watch. I’m talking about Fitbit, the company that shipped 3.9 million units during Q1 and just so happens to be on my Father’s Day wish list. Of course the Apple Watch was released in April, so only time will tell who comes out on top once the IDC publishes its Q2 report. Stay tuned!
All of us at IWCO Direct would like to wish all the dads out there a very happy Father’s Day—and enjoy the first weekend of summer!
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