In our last post, we discussed the ten most common emotional triggers that men respond to in the marketing they see. In this blog post, we want to follow up by highlighting the four most common mistakes to avoid when marketing to men.
Thinking men are price-conscious
Men are generally not price-conscious when they shop, the way women are. They are not really swayed by price, don’t clip coupons, and are not bargain hunters. As long as the item will do its job, they will buy it and run out of the store to accomplish the next thing on their to-do list.
Underestimating their emphasis on time
Men want what they want when they want it. They don’t stock up on groceries when there’s a sale. They’re usually in the store because they’ve run out of razors or deodorant. They will not usually browse up and down the aisle for sales stickers for other things they might wish to buy. Think “search and destroy” rather than “shop and stroll” and you will get an idea of how men shop compared with women. Companies that use masculine packaging with eye-catching branding will stand out and make it easier for them to buy that brand over and over again. Change your packaging at your peril.
Thinking that men do not use emotions when they go shopping
They do; they are just not aware that they do. Fear, leadership, competition and trendsetting are key driving factors that will appeal to men most. They want to “measure up” to others, so products that can help him do this will be much more appealing. If he is a married man, or married with kids, the time factor will also be important, as well as belonging. He will want to spend quality time with the people who matter to him, so will be interested in a lot of time-saving devices such as lawn mowers, faster computers, higher speed internet, and so on.
Thinking men and women shop the same
This is not the case at all. In fact, marketers have some easy shorthand to remind them of this. “Men buy, women shop.” For the majority of men, shopping is not entertainment, a social thing they can do with their circle of friends. The only time you see a cluster of men all shopping together is at the local sports store at the start of each sports season, or the Nike store at a clearance sale. Men want to find products that work. Then they stop looking. They don’t need to compare a dozen brands of toilet paper.
Don’t get me wrong. Men Like to Shop.
Men do like to shop, but they want it to be easy, no frills, with facts more than fluff. Write great copy that highlights features and benefits and appeals to their need for ease in getting what they need without spending a lot of time, and see what a difference it can make to your profits. Of course, not all men are the same the world over. In our next post we will look how to market to men globally.