RAZOR BRANDING BLOG: Why Package-Goods Companies Should Market to Men

Why Package-Goods Companies Should Market to Men

Who is your target audience? 

What is your message?

Basic marketing 101, right?

Consumer package goods companies have forgotten those basic rules.  With the shifting demographics of the average American household, it would stand to reason that CPG would focus more on men.  Men who are getting married later.  Men who are often running single parent households.  Men who are taking on more domestic duties than ever before.

It's almost as if they are making plans for tomorrow based on the data from yesterday.

The following article from Abigail Posner with Ad Age goes in depth on the issue elaborating with examples of how Wii and Spike have managed to leverage the new shifting demo...

by Abigail Posner

A great societal shift is under way, and no one is taking advantage of it. Numerous trend reports, even the 2008 census, show conclusively that men are more and more involved in taking care of their children and homes. So you'd think package-goods marketers would jump at the chance to include them in their marketing mixes. But you'd be wrong.

"Men don't shop as much as women." "They don't enjoy shopping." "They're not interested in consumer-package-goods messages," many marketers say. Those are all valid points. It's understandable that with shrinking marketing budgets and a potentially deep recession, companies would tailor their innovation, communications and media strategies to the lowest-hanging fruit, women. But this female-only approach, logical as it may seem, causes us to miss a huge opportunity... Click for FULL STORY (reg. might be req.)


Matthew Scott said...

I first heard of your agency from Michael Glass. I love his twitter & blog and I just listened to your (Jaci) podcast with him.

I wanted to respond to this blog post.

I'm the co-owner and Managing Partner of The Trunk Club at http://www.trunkclub.com

Our goal is to revolutionize the way men experience buying clothes and confirm their authentic version of style.

We have created a multi-million revenue niche of serving only executive and entrepreneur men in a completely virtual business model delivery.

Agree with your comments on this blog post about marketing to the needs of a particular niche.

I look forward to learning more from your blog posts.

I just want to say, I hope you kick NYC, Chicago, L.A. butt by taking business.

As someone born and raised in NW Arkansas & now living in the Aspen of Oregon called Bend, Oregon & also in Portland, Oregon-I agree with you. We are at a competitive advantage of living in small town vs. big city!

Jaci Russo said...

Thanks so much for your comments. I love that you have identified your category and your place and you aren't afraid to define it. I think the companies that will continue to be the hardest hit in these times are the ones that try to be everything to everyone.

Also, I think it is great that your business model is male focused. I think marketing has swung too far towards a focus on females.

Good luck.

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