• ENGAGE:MEN
    Delivering Content To Young Males: Make It Fast, Accessible, And Shareable
    To 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.
  • ENGAGE:MEN
    Authenticity And Humor Key To Cutting Through The Clutter
    When 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.
  • ENGAGE:MEN
    High Impact Premium Ads Becoming Key To Moving Male Audiences' Decisions
    Men 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!
  • ENGAGE:MEN
    You Don't Want Men
    When 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 ...
  • ENGAGE:MEN
    It Is A Matter Of Trust
    How 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."
  • ENGAGE:MEN
    Sports And The Changing Face Of Masculinity
    When 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."
  • ENGAGE:MEN
    'Me Too!' Following Peers In Making Mom's Day Purchases
    You 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.
  • ENGAGE:MEN
    What If Your Advertisement To Women Engages Men, Too?
    The 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.
  • ENGAGE:MEN
    Let's Hear It For The Brand
    Let's give men some credit - they actually do care about the brands they use - and they are doing the buying.
  • ENGAGE:MEN
    Is Trash-Talking Good Strategy?
    Check 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.
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