It's
amazing how the marketing world looks at men. Are they viewed as the
bread winners? The family decision makers? People of influence? No.
They are seen as beer drinkers, doing goofy things with their buddies and not
knowing which end of a baby to diaper. All of which are far from the
truth.
Well, maybe not far from the truth, but it is clear that Madison Avenue does not see men for who they are and for their true buying potential. Did you know that:
Well, maybe not far from the truth, but it is clear that Madison Avenue does not see men for who they are and for their true buying potential. Did you know that:
· Three in ten (29%)
men say they’re “the best shopper in the household,” and one-fifth (21%) of
married men concur.
·
Nearly six in ten (57%) men say they totally or mostly use research and
planning for their purchasing, rather than rely on impulse.
·
When it comes to major expenditures – buying or leasing a car, buying or
renting a home or apartment, purchasing major appliances (washer, refrigerator,
TV) – six in ten men (59%) say it’s their call or that they have a key role in
the decision
·
As importantly, more than three-fourths (77%) of married women say that the
recommendation of their spouse is “very important” when it comes to buying
expensive items for the family.
·
For smaller items – costing under $500, such as clothing, small electronics,
and entertainment – men are big players, too. Seven in ten (69%) of the men say
they make the decision themselves or are a key player.
·
On many items, men are either major influencers or they lead the way toward
making the key spending decisions. Looking at purchases where each gender is
the sole decision maker or mostly makes the call, men trump women in the
following key areas:
o Automotive related (model/brand,
selection of dealership, maintenance)
o Investing
o Alcohol
o Sporting events
o Electronics & media
o Home improvements
o Landscaping & gardening
·
Two-thirds of men (67%) and more than half (55%) of the females in our sample
agree that “today’s male is more involved in the shopping/buying decisions than
when I was growing up.”
·
Three in ten (31%) of men are single. Clearly, these are the guys who are
making all the decisions in their households. Pass on them, and advertisers
miss out on a big part of any male-based radio station’s influential audience.
·
From a real estate standpoint, men have clout. They are more likely to be home
or condo owners. More than seven in ten (71%) are in this role, compared with
only two-thirds of our female sample.
·
Men are also into loyalty/frequent shopper cards. Eight in ten (80%) have one
of some kind, especially those who are married and/or have children living at
home.
·
Men lead the way for card usage for hardware, travel (airlines, car rental,
hotels), and electronics.
So what would be the best method of marketing to men in Jacksonville, Florida? It would make the most sense to direct your marketing dollars where you know the men are. Where the men of this city have developed an interactive relationship. On air. On line. Through social media.
1010XL - 92.5 FM is the top sports radio station in North Florida and one of the leading stations for male listeners in the market. We are very proud of the relationships, and response our sponsors have received form our listeners. Perhaps we can provide the same strong marketing ROI for you and your business.
Look forward to creating an interactive dialogue about marketing to men in Jacksonville (and to women too) and how 1010XL can provide the marketing edge your business has been seeing
