The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the...

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The Dad Factor™: How a New Generation of Dads Impacts Your Marketing to Moms

Transcript of The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the...

Page 1: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

The Dad Factor™:How a New Generation of Dads Impacts Your Marketing to Moms

Page 2: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

The Dad Factor

How is dad’s role changing?How is dad s role changing?

What are the implications for mom?

U.S. Dad Market Report

How can brands leverage The Dad Factor?

Page 3: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Changing Dads, Changing Roles

Stepping up to the changingStepping up to the changing table: 87% are changing diapers.

In the kitchen: 3 out of 10 aremaking dinner 4-5 times a week.

At Playtime: 84% of Dads say th ’ t th i b t t l tithey’re at their best at playtime or helping kids with homework.

Only 15% say they’re at theirOnly 15% say they re at their best when at work.

Page 4: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Changing Dads, Changing Roles

Stepping up to the changingStepping up to the changing table: 87% are changing diapers.

In the kitchen: 3 out of 10 aremaking dinner 4-5 times a week.

At Playtime: 84% of Dads say th ’ t th i b t t l tithey’re at their best at playtime or helping kids with homework.

Only 15% say they’re at theirOnly 15% say they re at their best when at work.

Page 5: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Changing Dads, Changing Roles

Stepping up to the changingStepping up to the changing table: 87% are changing diapers.

In the kitchen: 3 out of 10 aremaking dinner 4-5 times a week.

At Playtime: 84% of Dads say th ’ t th i b t t l tithey’re at their best at playtime or helping kids with homework.

Only 15% say they’re at theirOnly 15% say they re at their best when at work.

Page 6: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Changing Dads, Changing Roles

Stepping up to the changingStepping up to the changing table: 87% are changing diapers.

In the kitchen: 3 out of 10 aremaking dinner 4-5 times a week.

At Playtime: 84% of Dads say th ’ t th i b t t l tithey’re at their best at playtime or helping kids with homework.

Only 15% say they’re at theirOnly 15% say they re at their best when at work.

Page 7: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Dads in the Media

Page 8: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Dads in the Media

Page 9: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Dads in the Media

Page 10: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Dads in the Media

“The DaddyThe Daddy Package contains a nursing bottle,

bib and diapers…”p

Page 11: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Dads in the Media

Page 12: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Dads in the Media

Page 13: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Dads in the Media

Page 14: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Dads in the Media

Page 15: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

A New Parenting Partnership

Dad Factor Mom Behavior

Dad takes lead at playtime

Mom makes play purchases to foster Dad involvement

Dad prepares family meals

Mom’s grocery list includes things Dad likes to cook

Dad wants to spend more time but is busy

Mom looks for easy ways to involve Dad y

Dad has “special” rituals with kids

Mom counts on Dad to helprituals with kids on Dad to help

Page 16: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Dad becomes a leverage pointwhen marketing to Momg

Page 17: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

The U.S. Dad Market

Dad3Dad3

Page 18: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

The U.S. Dad Market

Dad366.3 Million

Dads in the US

Dad3

Page 19: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

The U.S. Dad Market

Dad366.3 Million

Dads in the US

Dad3

Gen YIs the Future

Page 20: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

The U.S. Dad Market

Dad366.3 Million

Dads in the US

Dad3

Gen YIs the Future

Gender RolesHave Changed

Page 21: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

The U.S. Dad Market

60% of Moms say their partner is an involved DadDad3

66.3 MillionDads in the US

pDad3

Gen YIs the Future

Gender RolesHave Changed

Page 22: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

The U.S. Dad Market

60% of Moms say their partner is an involved DadDad3

66.3 MillionDads in the US

pDad3

Gen YIs the Future

Gender RolesHave Changed

29 is the average age of new fathers

Gen Y is 18 29Gen Y is 18 - 29

Page 23: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

The U.S. Dad Market

60% of Moms say their partner is an involved DadDad3

66.3 MillionDads in the US

pDad3

Gen YIs the Future

Gender RolesHave Changed

60% of Dads wouldGive up their job to stay

home if their partner

29 is the average age of new fathers

Gen Y is 18 29had a better offer Gen Y is 18-29

Page 24: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Emerging Dad Segmentationg g g

Good Provider Dad New, Involved Dad

Deadbeat Dad Weekend Dad

Page 25: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

What Moms Say About the Dad Factor

50% M i D d “A”50%+ Moms give Dad an “A” as a parenting partner.

80% of Moms would leave the kid at home with Dad for a great job.

85% say they would buy products to encourage Dad involvement.

Page 26: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Mom’s Advice for Marketers

Ad imagery that wins with Moms:Ad imagery that wins with Moms:#3 Dads#2 Families#1 Sleeping Baby!

Page 27: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Mom’s Advice for Marketers

Ad imagery that wins with Moms:Ad imagery that wins with Moms:#3 Dads#2 Families#1 Sleeping Baby!

Moms say:Moms say:“Show us you understand.”“Don’t patronize.”“Make it easy toMake it easy to get him involved.”

Page 28: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:
Page 29: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

The (LEGO) Dad Factor( )

Page 30: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

LEGO Communications

EventsWebPR

Kids

Moms

ClubCommunityRetail / LEGO Retail Moms

Dads

Retail / LEGO RetailMass Ad (TV, cinema)ProductsLicensingLicensingLEGOLAND

Page 31: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

What we know about Moms and LEGO

Research indicates LEGO moms are:Research indicates LEGO moms are:

“Providers”Value ConsciousWishlist PurchasersFocused on DEVELOPMENTFocused on DEVELOPMENT

Page 32: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

What we know about Dads and LEGO

Research indicates LEGO dads are:Research indicates LEGO dads are:

“Playmakers”NostalgicsPurchasersFocused on FUNFocused on FUN

Page 33: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Which leads us to wonder…

Should we speak differently toShould we speak differently to moms and dads?Does the new dad affect how we ddaddress mom?

What is the right communication?Where does it happen?Where does it happen?Is there such a thing as dual targeting?

Page 34: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Three Focal Points

RetailRetailEventsPublic Relations

Page 35: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Retail

LocationMicromarketing by account- Moms prefer Target- Dads take kids to TRU and

research LEGO onlineMessagingg gVisuals

One message can work for bothOne message can work for both moms’ and dads’ needs in-store

Page 36: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Events

Hands-on, minds-on activities a ,natural showcase of LEGO brand value

O ti it k f d d dOne activity works for mom and dad- Messages strong but less overt- Engage dad with kids to visually speak

to mom about LEGO value

Event must: Provide take-homeEvent must: Provide take home solution

Page 37: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Public Relations

O d ’t lOne message doesn’t always work…

PR Goals:Reinvigorate Dad on LEGO

Gain Mom’s understandingof value, drive herof value, drive heracceptance and herendorsement

Page 38: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Public Relations

Clear messages to speakClear messages to speak individually

For Moms: Inspirational, instructional approach focusing on value, benefits, education

For Dads: Inspirational entertaining approach focusing on fun, humor, nostalgia

Page 39: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

The Dad (Marketing) Factor

M M h i ith D d i i dMore Moms are shopping with Dad in mind.Moms respond positively to imagery and messages conveying Dad involvement.y gDad can be a trigger…and a brand advocate.

Page 40: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

Dad becomes a leverage pointwhen marketing to Momg

Page 41: The Dad Factor™americandad.com/360PRDadFactor.pdfChanging Dads, Changing Roles Stepping up to the changingStepping up to the changing table: 87% are changing diapers. In the kitchen:

For More Information

Data reported in The Dad Factor™ presentation was compiledData reported in The Dad Factor™ presentation was compiled by Silver Stork Research. For additional information, contact Marta Loeb, [email protected].

For information on 360PR, the 360PR MomSquad™, and agency case studies, contact Laura Tomasetti, g y , ,[email protected].

LEGO® Systems case study presented by Michael McNallyLEGO® Systems case study presented by Michael McNally, [email protected].


Dads Notes

Dads Notes

External Env Diapers

External Env Diapers

Dissecting Diapers Experiment # 1. State the Problem How do disposable diapers work?

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Baby Registry List - thelistmama.files.wordpress.com · R Contoured Changing Pad R Baby Wipes R Diaper Pail Refills R Diaper Rash Cream R Pampers Newborn Diapers (about 200) C Changing

Baby Registry List - thelistmama.files.wordpress.com · R Contoured Changing Pad R Baby Wipes R Diaper Pail Refills R Diaper Rash Cream R Pampers Newborn Diapers (about 200) C Changing

Changing Dirty Diapers - Fight Bac! | Partnership for Food ... · PDF fileAvailable at FightBac.org 3 Changing Dirty Diapers Use a facial or toilet tissue to apply any necessary diaper

Changing Dirty Diapers - Fight Bac! | Partnership for Food ... · PDF fileAvailable at FightBac.org 3 Changing Dirty Diapers Use a facial or toilet tissue to apply any necessary diaper

Dads Slideshow3

Dads Slideshow3

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Dads’ Gates Axis (d) Dads’ Gates Axis · DADS’ GATES AXIS Dads’ Gates Axis University of Oregon Landscape Resource Survey Vegetation Describing tree, plant, shrub, ground

Dads’ Gates Axis (d) Dads’ Gates Axis · DADS’ GATES AXIS Dads’ Gates Axis University of Oregon Landscape Resource Survey Vegetation Describing tree, plant, shrub, ground

Dads Playbook

Dads Playbook

Bottles and Diapers

Bottles and Diapers

Dads Remodel

Dads Remodel

Millennial Dads: Equal Partners in Parentingstorage.googleapis.com/think/docs/babycenter-millennial-dads-study.pdf · Millennial Dads: Equal Partners in Parenting ... Dads are relying

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Celebrity Dads

Celebrity Dads

Dads Pictures

Dads Pictures

1 Are we so busy changing diapers, we forget we are suppose to be changing lives

1 Are we so busy changing diapers, we forget we are suppose to be changing lives

6765485 - Shiitake Diapers

6765485 - Shiitake Diapers

Baby diapers bags

Baby diapers bags

Dads and Daughters: The Changing Impact of Fathers on …terpconnect.umd.edu/~hellerst/hswomocc.pdf · 2008-09-02 · Dads and Daughters: The Changing Impact of Fathers on Women’s

Dads and Daughters: The Changing Impact of Fathers on …terpconnect.umd.edu/~hellerst/hswomocc.pdf · 2008-09-02 · Dads and Daughters: The Changing Impact of Fathers on Women’s

Changing Diapers. Changes Lives.. Diaper Bank Healthy Steps Diaper Bank Need for Diaper Banks Importance of Proper Diapering Diaper Changing Diapering.

Changing Diapers. Changes Lives.. Diaper Bank Healthy Steps Diaper Bank Need for Diaper Banks Importance of Proper Diapering Diaper Changing Diapering.

Dads Kitchen

Dads Kitchen