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Getting Under The Skin Of Men

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How to men perceive advertising? How can we make it better?

How to men perceive advertising? How can we make it better?

Presentation for the Co-creation hub event at the RSA on 9th Nov 2010. For more info go to http://ldn.co-creationhub.com/

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    Getting Under The Skin Of Men Getting Under The Skin Of Men Presentation Transcript

    • Getting under the skin of menThe do’s and don’ts of marketing to men
      9th November 2010
    • Why we’re doing it
      Methodology
      The good
      The bad
      The ugly
      Recommendations
      Agenda
    • Hugh Macleod
    • We need to talk to men
      on their terms, not ours
      Hugh Macleod
    • Methodology
    • Quantitative online studyConsumer community
    • Co-creation workshop
    • Male grooming
      Alcohol
      Sports
      Technology
      Mobile
      Soft drinks
      Categories
      Restaurants
      Cars
      Fashion
      Financial services
      Media / entertainment
    • The good
    • The bad
    • 1. Holding up a mirror to the consumer
    • 2. Clichéd stereotypes
    • Sophisticated
      Lads
      Hapless
      Pub = Natural Environment
      One of the Gang
      Mates
      Sports Lover
      Traditionalist
      Childish
      Expert
      Street Smart
      Stereotypes – Alcohol
    • Catalogue, not catwalk, models
      Loser
      Physically Fit
      Superficial
      Sporty
      Metrosexual
      Smug
      Confident
      Party Goers
      Overstyled
      Cool
      Rebel
      Lacking Something
      Stereotypes – Male grooming
    • 3. Creating insecurities
    • FostersL’Oreal
    • LynxCarling
    • Conclusions
      The problem
      Men find advertising aimed at them unrealistic and hard to relate to:
      Lazy stereotypes
      Lacking confidence
      Negative
      Trying too hard
      The solution
      Insight
      Observation & understanding
      Universal truths
      Reality
      Realism