You Leave A Lot of Money on the Floor By Not Marketing to Single Young Men
For years we’ve been told that the focus of marketing needs to solely geared towards women. They are viewed as the decision makers when it comes to the family shopping and, generally speaking, the average woman spends more on their personal items then men do. Those facts notwithstanding, you’re still doing yourself a disservice ignoring the male demographic. Guys do more than BBQ burgers, hot dogs and chicken to watch sports. Now don’t get me wrong, we greatly enjoy those things but the modern man is far more diverse than that. Marketers need to step back and take a closer look at how we live our lives so they can better connect with our daily experience.
The key to effectively engaging the single young man of today is to let go of the outdated beliefs that have for centuries been attributed to being a man. You’re not selling to Al Bundy here. Today’s single man is fashion-forward. He is technologically aware and indulges in pleasures in a manner very similar to women. By this, I mean his personal upkeep is an area to focus on. Hair care, which includes shaving, is very important. Along with that, skin care is a major area of attention for single men as well. If he is out and enjoying a social life, it’s a safe bet the ladies he interacts with take notice of the condition of his skin. You can also include men fragrances into that mix. When given the opportunity, we actually prefer smelling good and again, those that interact with us, enjoy it as well.
Besides the personal upkeep items for men, you also have to understand that we are very mobile, quick-moving, task-orientated creatures. We don’t enter stores without any idea of what we want. We get in and get out with very little browsing. To that extent, mobile technology is a major tool for us. Apps that streamline activities and simplify everyday duties are a major marketing opportunity. It’s all about multitasking. Travel is an ideal example of this. Much of the wearable tech coming out speaks to the traveling, off-road adventurer. Digital eyewear and fitted cap cams are ideal for capturing the activities of an enjoyable active vacation. The audio market of designer headphones or the fitness field that is allowing for greater vital stat measuring via sports bands is big on the active man’s want list.
From a business standpoint, it will always be a bigger gain to target women. I wouldn’t even attempt to argue that. However, to ignore the male market is to leave money on the table that is ready to be spent. All people like nice things. There is no monopoly on enjoyment and pleasure. Men are not the monolithic cave men of times passed. Their engagement is something that marketers should value highly. Single men are viewed as leaders within their social circles and their influence does lead others to act as well. Market towards men and see the return on your investment.
About The Writer: Jason Francis is a Writer, Blogger and Social Media consultant. He specializes in connecting the rapidly growing world of digital media and entrepreneurship via social media. His site www.TheSocialMediaSamurai.com speaks on a number of social, technical and professional issues that affect the lives of young business people. In addition to this, he helps manage the Nomadness Travel Tribe, an international collective with over 7000 members worldwide.