With the influx of younger generations, marketing to men has shifted from the stereotyped interests of sports and cars, to now requiring an understanding their diverse interests, lifestyles, and consumer behavior. Unlike traditional marketing strategies, today’s approach needs to be more nuanced and sophisticated. Learn how to sell to the new generation of men below!
Who is He?
He is More Than Manly
Men’s interests are varied and range from technology and sports to fashion and cooking. Recognizing this diversity is key to developing targeted marketing strategies that appeal to different segments within the male demographic.
He is Practical
Men often value straightforward, efficient solutions that offer clear benefits. They tend to prefer marketing messages that are direct and devoid of unnecessary fluff.
He has Brand Loyalty
Just like how every dad has one brand of power tools, men are loyal to brands that prove their worth through product quality and customer service. After you’ve taken the time to establish trust, they are likely to stick with a brand for a long time. Breaking this loyalty will be difficult, too.
Effective Marketing Channels
Digital Media
With a significant number of men using digital devices for both work and leisure, digital platforms are ideal for marketing. Websites, mobile apps, and online advertising can effectively capture their attention, especially when these channels offer engaging and interactive content.
Video Content
Men are particularly responsive to video content. Platforms like YouTube are popular among male audiences for both entertainment and information gathering. Videos showing product usage have a strong appeal, especially when used by trusted male creators.
Sports and Event Sponsorships
Since many men follow sports, sponsoring sports events or teams can be a powerful way to build brand visibility and loyalty. This also extends to other events such as music festivals or tech expos, depending on the interests of the target segment.
Key Marketing Strategies
Emphasize Functionality and Innovation
Men appreciate products that are not only functional but also incorporate the latest technology. Highlighting these aspects can make the product more appealing. Men love showing off their latest innovation, which will inspire other men in their life to get the same product.
Use of Influencers
Like other demographics, men are influenced by figures they admire and respect. Partner with influencers who have credibility and a strong following among men, such as athletes, tech experts, or popular podcasts.
Customization and Personalization
Offering personalized products or services can be a strong selling point. Men appreciate the ability to tailor products to their needs and tastes, whether it’s customizing a gadget or a tailored health and fitness regime. This feeds into the competitive nature of men, who want to own something unique to them.
Is Your Marketing a Ten or Just Ken?
Marketing to men presents unique challenges, including avoiding cliches and stereotypes that no longer apply to the modern male consumer. Men are embracing the finer things in life, including skincare, proper hair care, and even nail polish. With more men finding enjoyment in things long since considered “girly”, marketing strategies need to be flexible and adapt to the evolving roles men play in society today.
While some would be stuck in these challenges, others see it as an opportunity for innovation in marketing strategies. Understanding and respecting their changing interests and values, brands can engage men in more meaningful ways, leading to stronger customer relationships and increased brand loyalty.
