Marketing to men with children can be tricky because unlike women, men can sire children from puberty right up until their senior years. Most men will have their children from their mid- to late 20s and 30s, but some might have them as late as their 50s or even 60s. This is also increasingly common due to divorce and starting a second family.
There is no one-size-fits-all strategy for marketing to men, but they do have general things in common depending on whether or not they have children. The ages of the children will affect their shopping habits, so the more information you can gather about them, the better.
Their needs will change depending on the ages of the children, but there is a pretty clear pattern of shopping from the time the child is born until it heads off to college, and depending on whether it is a boy or a girl.
The wife will usually heavily influence what is being bought, but men will give in to impulse purchases of sports equipment for boys, for example, and items that they think will make their daughter happy.
They will certainly buy items to keep their wives happy and of course, will be driven in part by her “hints” as to what she might like, and their own practical sense of what makes a good gift.
Most of the time, it will be something “romantic,” such as flowers, jewelry, eating out, and travel. This will also mean needing services like babysitters and other forms of childcare, and perhaps even pet sitters. Men of all ages and marital status tend to favor dogs, so more “manly” messaging can include popular dogs like Labrador retrievers rather than fluffy puppies.
They are still interested in sport, though less likely to play themselves, with the exception of golf. Both the pets and golf markets are worth around $65 billion in the US each year, so if you’re not sure what to sell, these might be good starting points.
Building relationships with men with children is essential in order to gather the right customer intelligence so you can use personalization tools to target the segments of this large cohort of male consumers with specific messages. Give them powerful reasons to buy and make it clear that your solutions work, and they will buy. For higher-ticket items, emphasize customer service, guarantees and warranties.
Men with children can be a very diverse group, but will continue to buy for themselves and for others in order to meet their needs and their occasional whims.