4 Tips to Better Market to Today's Dad
Dads are less likely to budget and in some cases spend more than moms — reportedly 25 percent more with back-to-school shopping. Dads trump value over price; value comes from the sum of benefits a product has — think bells and whistles. If the price seems "worth it," than the product has a higher likelihood of getting into a dad's shopping cart.
So, what can marketers do will all this information? Here are some tips:
- Help facilitate his role as an expert. Make it easier for dads to find the right information on their mobile devices at any time. Optimized mobile sites or apps that offer quick and easy ways to compare products and validate features can go a long way in consumer satisfaction and brand loyalty.
- Include dad in the picture, literally. Household responsibilities are now shared and dads need to be included in the story in a genuine, nonpatronizing way. Showcase him as a leader, make him a hero.
- Be where he is. Media buys need to include dad. In the online space, combine segment-specific display buys with search to make sure you're moving down the decision process with dad.
- Test … then test again. What does dad respond to? Local offers, in-store offers, QR codes? The only way to understand what motivates and works with dads is to continually try new tactics, adopt what works and modify what doesn't.
Dawn Zencka is the vice president of strategic insights at iProspect, a digital performance agency.