https://www.mediapost.com/en-usTue, 26 Sep 2017 13:00:04 -0400https://www.mediapost.com/publications/article/307838/how-to-engage-the-millennial-market-engage-young.htmlWhat's the best way to build influence among the Millennial generation? Engage young men. In a surprising twist, Millennial men are 50% more likely than the women of their generation to drive brand conversations, and not just in a few select categories. They're emerging as key consumer influencers across the board, from sports and auto to travel and children's products.Tue, 26 Sep 2017 13:00:04 -0400https://www.mediapost.com/publications/article/307838/how-to-engage-the-millennial-market-engage-young.htmlhttps://www.mediapost.com/publications/article/261812/4-tips-to-supersize-dads-in-store-spend.htmlHistorically, marketers have tried to explicitly tempt moms in-store, as the stereotype has long been that they control the purse strings and make most family purchases. But, with dads taking on more household responsibilities, they are increasingly becoming a higher-value marketing target. Y&R reports a whopping 80% of millennial dads claim primary or shared grocery shopping responsibility. Subsequently, many brands have stepped up their "dadvertising" and - instead of showing him as bumbling and clueless - are messaging to him as a competent parent who plays an active role in his children's lives.Tue, 03 Nov 2015 14:36:03 -0500https://www.mediapost.com/publications/article/261812/4-tips-to-supersize-dads-in-store-spend.htmlhttps://www.mediapost.com/publications/article/246101/preparing-for-parenthood-from-a-strategy-perspec.htmlThe past few months have been some of the most exciting for my wife and me, as we recently learned that we will soon become parents for the first time.Fri, 20 Mar 2015 10:49:02 -0400https://www.mediapost.com/publications/article/246101/preparing-for-parenthood-from-a-strategy-perspec.htmlhttps://www.mediapost.com/publications/article/234038/dads-are-getting-schooled.htmlIt's that time of year and parents are all in the midst of settling into new back-to-school routines. I recently interviewed Tim Sullivan, President of School Family Media. School Family Media was founded 15 years ago and works with PTAs and PTOs helping parents connect with schools and teachers in grades K through 8.Thu, 11 Sep 2014 16:39:03 -0400https://www.mediapost.com/publications/article/234038/dads-are-getting-schooled.htmlhttps://www.mediapost.com/publications/article/233717/mad-moms-versus-world-peace.htmlThere is nothing like a good hot Indian summer to put the focus on deodorants.Mon, 08 Sep 2014 10:20:03 -0400https://www.mediapost.com/publications/article/233717/mad-moms-versus-world-peace.htmlhttps://www.mediapost.com/publications/article/233112/sports-content-for-young-fans-why-its-important.htmlMany millions of adults today probably remember their first Little League game, or their first time tying on a pair of cleats, or participating in any other sort of sport. Today, various studies examining the participation of young fans between 6 and 17 in organized sports teams put the total number of young fans as low 21.5 million and as high as 28.7 million, and that number only continues to grow. This statistic does not even account for those who start before the age of six. Indeed, 60% of boys and 47% of girls are already on teams by their sixth birthdays.Thu, 28 Aug 2014 10:45:02 -0400https://www.mediapost.com/publications/article/233112/sports-content-for-young-fans-why-its-important.htmlhttps://www.mediapost.com/publications/article/232531/calculated-risks-are-the-way-to-go.htmlCreating branded content for men can be a little tricky, but don't be afraid. By testing the waters, taking a few calculated risks and focusing on the things they clearly want, brands will see ROI if they are willing to take the leap. Whether "zigging" when others "zag," or being a little goofy and accessible, if men are a key part of your marketing strategy, there are effective methods for bringing them into the fold. Here are three tips to help guide your branded content targeted to men.Thu, 21 Aug 2014 15:00:03 -0400https://www.mediapost.com/publications/article/232531/calculated-risks-are-the-way-to-go.htmlhttps://www.mediapost.com/publications/article/232232/the-golden-age-of-dadvertising.htmlAs a dad-to-be on the verge of fatherhood (next week!), I couldn't be more excited to meet our son, see how he looks like me and my wife, show him awful card tricks, try and someday explain to him why "Ferris Bueller's Day Off" really is one of the greatest movies of all time, you know - dad stuff. I think I'd be crazy not to be nervous, all the classes, advice, and late-night reading can prepare you only for so much but the excitement calms most nerves. And while I'm not sure if it better prepared me to be an actual dad or change an actual diaper, I do feel like I had the fortunate opportunity over the last few years to help build a unique perspective on how dads are feeling.Fri, 15 Aug 2014 15:33:00 -0400https://www.mediapost.com/publications/article/232232/the-golden-age-of-dadvertising.htmlhttps://www.mediapost.com/publications/article/231623/youtube-tops-mens-summer-brand-rankings.htmlYouTube - star-maker, entertainment distributor, quirky pet archive and ad channel, - has topped the positive Buzz rankings with American men this summer. With a BrandIndex Buzz score of 27.4 the Google video brand has edged out Amazon and Subway for top spot during the month of July.Thu, 07 Aug 2014 10:49:02 -0400https://www.mediapost.com/publications/article/231623/youtube-tops-mens-summer-brand-rankings.htmlhttps://www.mediapost.com/publications/article/231183/the-modern-man-is-the-modest-man.htmlWhat defines luxury to a man 2015? Is it a Rolex and a private jet, or the ability to travel the world and gain life experiences?Thu, 31 Jul 2014 16:00:03 -0400https://www.mediapost.com/publications/article/231183/the-modern-man-is-the-modest-man.htmlhttps://www.mediapost.com/publications/article/230682/delivering-content-to-young-males-make-it-fast-a.htmlTo keep up with the growth of digital, today's content needs to be catered to audiences in a much more conscious and holistic way than it has been before. To reach younger male audiences, this means content providers need to shift, and with regard to male Millennials (18 - 34) and Generation Z (under 18) in particular, it's important to realize that they value very specific qualities in the media they consume. What should dictate the content targeted at young males is what's most important to them: ease of sharing, support for novel platforms, and on-demand viewership.Thu, 24 Jul 2014 06:03:39 -0400https://www.mediapost.com/publications/article/230682/delivering-content-to-young-males-make-it-fast-a.htmlhttps://www.mediapost.com/publications/article/230161/authenticity-and-humor-key-to-cutting-through-the.htmlWhen I founded my business, which focuses on creating gifts for guys, I knew it would be a long and difficult journey marketing to men. But I didn't fully realize how rewarding the prospect could be. Over the years we've taken some major risks in how we present our brand, and while not all have been successful, we've cultivated a unique voice where brash and outlandish humor are not just acceptable, but a key part of our marketing strategy. There are three business reason why we've been able to indulge in this creative freedom when marketing to men.Thu, 17 Jul 2014 10:14:02 -0400https://www.mediapost.com/publications/article/230161/authenticity-and-humor-key-to-cutting-through-the.htmlhttps://www.mediapost.com/publications/article/229720/high-impact-premium-ads-becoming-key-to-moving-mal.htmlMen these days spend more time than their Dads ever did helping out at home and watching the kids, according to numerous studies. But that doesn't mean that their interest in shiny new toys and flashy gadgets is on the wane. Quite the contrary!Thu, 10 Jul 2014 11:07:02 -0400https://www.mediapost.com/publications/article/229720/high-impact-premium-ads-becoming-key-to-moving-mal.htmlhttps://www.mediapost.com/publications/article/229326/you-dont-want-men.htmlWhen I hear someone say, "we want to target men for our marketing campaign" or "we want men's publications for our PR campaign," that raises an immediate red flag to me as a marketer and an analyst. "Men" is a giant category, approximately 3.5 billion people, and the chances that your product, service, or announcement is going to resonate with all of them is exceptionally small. Campaigns that aim for "men" often fall far short of the target, at best wasting marketing dollars on people who don't care about what you have to offer, and at worst offending portions of your audience.Thu, 03 Jul 2014 10:45:03 -0400https://www.mediapost.com/publications/article/229326/you-dont-want-men.htmlhttps://www.mediapost.com/publications/article/228869/it-is-a-matter-of-trust.htmlHow profound are the differences between the sexes when it comes to product discovery, advertising consumption and in-store decision-making? We developed a series of Omnibus research surveys to discover any potential gender "gaps."Thu, 26 Jun 2014 11:00:00 -0400https://www.mediapost.com/publications/article/228869/it-is-a-matter-of-trust.htmlhttps://www.mediapost.com/publications/article/225920/sports-and-the-changing-face-of-masculinity.htmlWhen Kevin Durant accepted his MVP trophy, he said very little about himself. Instead, he singled out every one of his current Oklahoma City Thunder teammates and told them how much he appreciated them, how much he learned from them, and how much his success hinged on their contributions. He told Russell Westbrook, "I love you, man, I love you." Then, he looked at his mother and summarized his humble beginning, the circumstances of his upbringing, and told her that she was "the real MVP."Thu, 15 May 2014 11:00:02 -0400https://www.mediapost.com/publications/article/225920/sports-and-the-changing-face-of-masculinity.htmlhttps://www.mediapost.com/publications/article/224907/me-too-following-peers-in-making-moms-day-purc.htmlYou could have the greatest creative, a grand retargeting strategy and a brilliant pricing strategy, but the best way to get men to make an online gift purchase for Mother's Day may well be to convince them that others like them are already your customers.Thu, 01 May 2014 12:38:02 -0400https://www.mediapost.com/publications/article/224907/me-too-following-peers-in-making-moms-day-purc.htmlhttps://www.mediapost.com/publications/article/222374/what-if-your-advertisement-to-women-engages-men.htmlThe name of this newsletter is Engage:Men, and that's what we've been talking about in our earlier columns such as: Making the Men In Your (Marketing) Life A Priority This Year and What The Data Says About the State of the American Man.Thu, 27 Mar 2014 10:15:03 -0400https://www.mediapost.com/publications/article/222374/what-if-your-advertisement-to-women-engages-men.htmlhttps://www.mediapost.com/publications/article/221528/lets-hear-it-for-the-brand.htmlLet's give men some credit - they actually do care about the brands they use - and they are doing the buying.Mon, 17 Mar 2014 09:45:03 -0400https://www.mediapost.com/publications/article/221528/lets-hear-it-for-the-brand.htmlhttps://www.mediapost.com/publications/article/221354/is-trash-talking-good-strategy.htmlCheck out any Fantasy Football message board, blacktop pickup basketball court, or "Call of Duty" battlefield, and you'll see the flourishing of an often-misunderstood emotional play: trash-talking. In these worlds, talking trash is an accepted - and acceptable - part of the game. Competitors poke and prod and insult each other in order to provoke a negative reaction and gain an advantage.Thu, 13 Mar 2014 10:31:03 -0400https://www.mediapost.com/publications/article/221354/is-trash-talking-good-strategy.htmlhttps://www.mediapost.com/publications/article/220355/what-do-millennials-think-of-your-brand.htmlIn early February, Anheuser-Busch InBev, America's largest brewer, signed a deal to buy the Blue Point Brewing Company, a well-respected Long Island craft beer company. With Anheuser-Busch InBev's success, and its strong portfolio of beer brands that include Budweiser, Stella Artois, Beck's, and Corona, why would the company feel impelled to buy a craft beer company?Thu, 27 Feb 2014 09:50:03 -0500https://www.mediapost.com/publications/article/220355/what-do-millennials-think-of-your-brand.htmlhttps://www.mediapost.com/publications/article/218006/making-the-men-in-your-marketing-life-a-priority.htmlJanuary is almost gone. But if you're still fine-tuning your marketing plans to this demographic for 2014, I thought now would be a good time to share some ideas that you may want to keep in mind.Thu, 23 Jan 2014 12:23:04 -0500https://www.mediapost.com/publications/article/218006/making-the-men-in-your-marketing-life-a-priority.htmlhttps://www.mediapost.com/publications/article/217526/writing-the-marijuana-creative-brief.htmlAs lines snaked outside marijuana dispensaries in Colorado on day one of legal weed, the themes of the day were obvious and cliche'd: stoners, bongs, the munchies.Thu, 16 Jan 2014 12:25:00 -0500https://www.mediapost.com/publications/article/217526/writing-the-marijuana-creative-brief.htmlhttps://www.mediapost.com/publications/article/215921/growing-a-mo-lessons-learned-from-the-movember-pr.htmlWere any of your colleagues or friends sporting awkward moustaches until recently? If so, it's likely they were among the thousands of Mo-Bros taking part in the worldwide Movember movement committed to raising funds and awareness for men's health, specifically prostate cancer and other cancers that affect men. Those awkward moustaches were unavoidable at my office. My company has been an active and proud participant for the past four years; last month more than 80 participants and hundreds of contributors helped raise $38,000 as part of Acquia's "Mo Drupal" team this year.Thu, 19 Dec 2013 10:45:00 -0500https://www.mediapost.com/publications/article/215921/growing-a-mo-lessons-learned-from-the-movember-pr.htmlhttps://www.mediapost.com/publications/article/214393/selfie-is-the-word-of-the-year-is-your-advertisin.htmlYou've probably read the headlines of the past month regarding the word "selfie." The Oxford English Dictionaries declared "selfie" the word of the year for 2013, and columnists far and wide have seized on that decision - and the behavior itself - as the latest example of the decline of Western Civilization at the hands of out-of-control technology.Fri, 29 Nov 2013 12:00:04 -0500https://www.mediapost.com/publications/article/214393/selfie-is-the-word-of-the-year-is-your-advertisin.htmlhttps://www.mediapost.com/publications/article/213945/go-mobile-to-shortcut-holiday-shopping.htmlThe holidays are quickly upon us, and those who are traditionally last-minute shoppers are more likely to get caught off guard as Thanksgiving falls late into November, creating a short shopping season. You're a guy so, of course, you are a last-minute shopper. It's in the chromosomes, but we're here to help.Thu, 21 Nov 2013 10:00:05 -0500https://www.mediapost.com/publications/article/213945/go-mobile-to-shortcut-holiday-shopping.htmlhttps://www.mediapost.com/publications/article/212844/4-takeaways-from-my-first-focus-group.htmlI once worked for a magazine that used monthly focus groups to choose covers. Typically, what I felt was the worst cover option was chosen. My conclusion: Focus groups were stocked with dolts.Thu, 07 Nov 2013 10:00:08 -0500https://www.mediapost.com/publications/article/212844/4-takeaways-from-my-first-focus-group.htmlhttps://www.mediapost.com/publications/article/211982/what-the-data-say-about-the-state-of-the-american.htmlSmart marketers targeting a male demographic want (and need) accurate data to back up their marketing strategies. It's far too easy to fall into assumptions such as: every man loves football and beer or T&A ads work unequivocally to sell cars, hamburgers and tools or anything in between.Thu, 24 Oct 2013 09:45:03 -0400https://www.mediapost.com/publications/article/211982/what-the-data-say-about-the-state-of-the-american.htmlhttps://www.mediapost.com/publications/article/211034/a-presence-bigger-than-the-tv-screen.htmlFall is a season of many things: football, apple picking, playoff baseball and, perhaps most exciting for some, the kick off to a new season of TV shows. An element of these shows that has grown over the past few years is the digital experience. Consumers today no longer wait for the next episode a whole week away; instead, they're engaging in a virtual conversations to keep the excitement going.Thu, 10 Oct 2013 12:35:07 -0400https://www.mediapost.com/publications/article/211034/a-presence-bigger-than-the-tv-screen.htmlhttps://www.mediapost.com/publications/article/210422/what-can-you-learn-from-the-nfls-success.htmlWhile most companies and brands aspire to have long-term goals and strategies, the reality is that most marketers get pulled into very short-term tactics and strategies focused on the next product launch or even the next quarter or the next six months' revenues. Despite that pull to focus strictly on short-term numbers and goals, it's invaluable to study successful media brands and how they reached icon status when marketing to men.Wed, 02 Oct 2013 09:38:02 -0400https://www.mediapost.com/publications/article/210422/what-can-you-learn-from-the-nfls-success.html