Is Green marketing to men really this simple?
Whilst I always aim to simplify marketing to men is this approach to Green Marketing by Mike Dodge moving into the realms of 101?
In fact sometimes 101 is just the place to be with men. Many brands make the mistake of complicating the process when actually (sorry gents) we’re quite simple creatures to figure out.
Please watch the film yourself and then see if you agree with my key points.
Dont want to be told how to do something – give them the facts and they’ll make the call
M.to.M VIEW: 50/50
Sometimes – don’t patronise men or tell them you know best, but actually some of the best read articles in Men’s magazines are the “how to’s”. Equally the explosion of “Dangerous Books for Boys” style novels is evidence that the modern man quite likes the quick reference. Dont instruct him, but show him top tips and ways to make it easier and you’re still fine.
Men are more likely to look at what other people have bought as a recommendation
M.to.M VIEW: 100%
Men are very unlikely to discuss with each other their purchases and equally unlikely to seek advice/help (“I know best/pride”), however many men are looking for this advice in different places. Ambassadors, Opinion Leaders, Friends etc. all can influence where men make their choices.
Online men approach in the same way they do dating, they arrive on a page and want to know immediately where to play
M.to.M VIEW: 100%
True, men dont want to browse around to find their content. In fact many men (25+) don’t want to browse at all. We have destinations that we know we can find answers and if not google is just a click away. I have a problem or a need and I want a solution, I dont need to know everything and I dont want to take a long route to get to the answer.
Men only respond to humour and sex
M.to.M VIEW: 95% Myth
Okay, I’m not going to lie and say that if you tell me a joke I wont laugh or if that you put a half naked woman on a poster I wont look, but will I do any more than that? Maybe not. If I’m an older cynical man will I see through the games? Will I take your brand seriously (particularly if we’re talking about Green Issues)? Probably not.
My biggest frustration is that so many brands resort to women and “being funny” when actually being relevant is the key. What do men love, what’s important to them and how can your brand or message benefit their lives. If the answer is women and humour, fine…do it. If not, why would you?
To read the article at it’s source click here and let me know what you think