Are We Ready To Look Past The Same-Old, Same-Old?
There are so many different types of men within and beyond the typical 18-34-year-old demographic, including Dads, grads, hipsters, young professionals, gay, straight, gamers, athletes, auto enthusiasts, nerds and so on. What I’m saying is men’s interests have changed in the last few decades and there are many subtle differences in how to effectively target and engage these male audiences.
As with any target audience, the key is getting the right and relevant messages to the right people at the right time regardless of the niche of that audience to make sure that they engage with the ad content.
On Facebook, for example, there are five variables that drive results with this audience:
* Targeting: Demographic, Geo, Keywords (likes and interests), Age & Gender, Education (College or not?) --- the most effective targeting parameters are age and interest groups (keywords ALWAYS!!) Also ethnicity matters too - Asian, Hispanic, etc.
* Day Parting: Depending on the type of campaign, prime time for targeting men is post 5pm, more professional audiences are best early morning 6am to noon PST.
* Creative: Creative varies a lot and depends on the product. Typically logos, product placements and cross promotions with other brands works well.
* Ad Types: We find that Page Posts and Sponsored Stories tend to work the best and most effectively on Facebook.
* Placement: Placement also matters a lot. Newsfeed & Mobile are having higher impact than other placements.
The ads that get clicks are those that understand why people spend time on Facebook and the kinds of ads that will capture their attention. Rather than just pitch a Mustang, for example, Ford Motor Company recently positioned an ad on the Facebook logout screen inviting people to play a game (via an app) that let them not only design their own virtual Mustangs but also challenge their friends to come up with the coolest design.
The app’s availability was reinforced with Facebook Sponsored Stories and Twitter Promoted Tweets, along with homepage takeover ads on Yahoo and elsewhere. A deal with inflight WiFi provider Gogo offered free inflight access to Facebook to passengers who customized a Mustang via the app.
Now, we’ve all come to believe that ads are designed to sell product, but nobody spending time on Facebook wants to be pitched. Yet those who strategize social media effectively know that creating engagement is a proven step on the path to sales.
At the end of the day, it's important that we don't get wrapped up in our marketing knickers thinking that some cool, cute little campaign is going to make it or break it.I think we sometimes lose sight of the fact that men want utility and they want to feel sexy (in a masculine way of course) and they want to feel powerful and they want to feel smart and I think more than anything they really want to feel all of the above right now, and it's important for brands to let them go there and simply help them get there.