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The New “Hands On Dad”™<br />Stacy DeBroff<br />@MomCentral<br />John Porcaro<br />@DadCentral<br />
Huge Growth in the MomSphere…<br /><ul><li>The number of Mom Bloggers has grown exponentially over the past five years fro...
Brands now spend over $500,000 on robust social media campaigns, where they tested the waters with $500.
The stage has been set for the rise of the new Dad Influencer…</li></ul>www.DadCentralConsulting.com2<br />
Who We Are<br /><ul><li>Specialize in Marketing to Moms and Dads
Help companies develop meaningful conversations, connections, and communities with Moms and Dads
Reach Moms and Dads and engage them in powerful word-of-mouth programs: Ambassadors, viral marketing across social media p...
 Moms and Dads take action and recommend your brand, fueling brand awareness, engagement, product trial, and sales
 Work with over 200 national brands
 Breadth of consulting services, including research and social media strategy and listening, for start-up and established ...
 Offices in US and Canada </li></ul>www.DadCentralConsulting.com3<br />
But First – What is Influencer Marketing in Action<br />The Best In the World: Oprah<br />www.DadCentralConsulting.com4<br />
She Recommends a Product and People Embrace it<br />www.DadCentralConsulting.com5<br />
It Doesn’t Matter the Platform She’s On<br />Do you even know what network her TV show airs on?<br />www.DadCentralConsult...
Her Passion Translates into Millions in Sales<br />www.DadCentralConsulting.com7<br />
Mom and Dad Influencers Operate as a Microcosm of Oprah<br />www.DadCentralConsulting.com8<br />
3,143 Followers<br />4,432,934 VisitorsAlexa Rank: 334,256<br />Nashville eZineAlexa Rank: 758,438<br />Facebook Group<br ...
Brands Recognize the Value of Influencer Marketing<br />www.DadCentralConsulting.com10<br />
Meet the First Dad Influencer: Paul Revere<br />The British are coming!!!<br />www.DadCentralConsulting.com11<br />
End Result: An Accelerated Market for Dads<br />www.DadCentralConsulting.com12<br />
www.DadCentralConsulting.com13<br />
Influencer Marketing in Use: The Xbox Case Study<br />www.DadCentralConsulting.com	 14<br />
Who Are The Gamers?<br /><ul><li>Not just “teenagers” playing videogames</li></ul>Average age: 34		<br /><ul><li>Not only ...
Find the Influencers<br />www.DadCentralConsulting.com	 16<br />
Provide Something Worth Talking About<br />www.DadCentralConsulting.com	 17<br />
Inside Access<br />www.DadCentralConsulting.com	 18<br />
Turn Influencers into Brand Ambassadors<br />www.DadCentralConsulting.com	 19<br />
Get Involved Locally <br />www.DadCentralConsulting.com	 20<br />
www.DadCentralConsulting.com21<br />
Dad Influencers On the Rise<br />www.DadCentralConsulting.com	 22<br />
Dads Defined: The Past<br />Lots of free time with friends<br />Long day, tedious work<br />Wife, One kid, and a Dinosaur<...
Dads Defined: The Future<br />Wife, Two Kids, a Dog<br />(and a robot nanny)<br />Working in the Office 9-5<br />Responsib...
Who Are Today’s Dads?<br /><ul><li>August 2010 study by Dad Central Consulting
Over 700 members of the Dad Central Consulting Testing Panel with children at home under the age of 18</li></ul>www.DadCen...
The “Hands On Dad”™<br /><ul><li>97%  feel being a Dad influences how they make purchase decisions.
95% believe their criteria for purchases now gets influenced by the needs and interests of their family.
90% say being a Dad influences whom they trust when seeking advice.
84% of Dads now purchase a much broader set of consumer products than before becoming a parent.
46% report being less likely to make impulse decision.</li></ul>www.DadCentralConsulting.com	 26<br />
The “Dad Lens”™ Influences Purchases<br />80% of Dads feel they make purchases through a “Dad Lens.”™<br />Dad Lens<br />D...
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The New Hands On Dad Modern Media Man (M3) Summit

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M3 Presentation from Mom Central and Dad Central Consulting, featuring the new Hands On Dad.

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Transcript of "The New Hands On Dad Modern Media Man (M3) Summit"

  1. 1. The New “Hands On Dad”™<br />Stacy DeBroff<br />@MomCentral<br />John Porcaro<br />@DadCentral<br />
  2. 2. Huge Growth in the MomSphere…<br /><ul><li>The number of Mom Bloggers has grown exponentially over the past five years from less than 50 to millions.
  3. 3. Brands now spend over $500,000 on robust social media campaigns, where they tested the waters with $500.
  4. 4. The stage has been set for the rise of the new Dad Influencer…</li></ul>www.DadCentralConsulting.com2<br />
  5. 5. Who We Are<br /><ul><li>Specialize in Marketing to Moms and Dads
  6. 6. Help companies develop meaningful conversations, connections, and communities with Moms and Dads
  7. 7. Reach Moms and Dads and engage them in powerful word-of-mouth programs: Ambassadors, viral marketing across social media platforms, geo-targeted events
  8. 8. Moms and Dads take action and recommend your brand, fueling brand awareness, engagement, product trial, and sales
  9. 9. Work with over 200 national brands
  10. 10. Breadth of consulting services, including research and social media strategy and listening, for start-up and established brands
  11. 11. Offices in US and Canada </li></ul>www.DadCentralConsulting.com3<br />
  12. 12. But First – What is Influencer Marketing in Action<br />The Best In the World: Oprah<br />www.DadCentralConsulting.com4<br />
  13. 13. She Recommends a Product and People Embrace it<br />www.DadCentralConsulting.com5<br />
  14. 14. It Doesn’t Matter the Platform She’s On<br />Do you even know what network her TV show airs on?<br />www.DadCentralConsulting.com6<br />
  15. 15. Her Passion Translates into Millions in Sales<br />www.DadCentralConsulting.com7<br />
  16. 16. Mom and Dad Influencers Operate as a Microcosm of Oprah<br />www.DadCentralConsulting.com8<br />
  17. 17. 3,143 Followers<br />4,432,934 VisitorsAlexa Rank: 334,256<br />Nashville eZineAlexa Rank: 758,438<br />Facebook Group<br />607 Members<br />How Does Lindsay Ferrier Reach Moms?<br />Alexa Rank: 125,575<br />634,403 VisitorsAlexa Rank: 1,089,037<br />Alexa Rank: 49,673<br />Alexa Rank: 103,265<br />Featured Mom Blog<br />Alexa Rank: 4,073<br />Nashville Newspaper<br />Alexa Rank: 66,483<br />399 Friends<br />www.DadCentralConsulting.com9<br />
  18. 18. Brands Recognize the Value of Influencer Marketing<br />www.DadCentralConsulting.com10<br />
  19. 19. Meet the First Dad Influencer: Paul Revere<br />The British are coming!!!<br />www.DadCentralConsulting.com11<br />
  20. 20. End Result: An Accelerated Market for Dads<br />www.DadCentralConsulting.com12<br />
  21. 21. www.DadCentralConsulting.com13<br />
  22. 22. Influencer Marketing in Use: The Xbox Case Study<br />www.DadCentralConsulting.com 14<br />
  23. 23. Who Are The Gamers?<br /><ul><li>Not just “teenagers” playing videogames</li></ul>Average age: 34 <br /><ul><li>Not only guys</li></ul>60% male, 40% female<br /><ul><li>Not just playing violent videogames</li></ul>60% of videogames sold are rated EC, E, or E10+<br /><ul><li>Not just playing alone</li></ul>Half of parents in America play videogames with theirchildren at least once a week <br /><ul><li>There is no “one kind of gamer.” </li></ul>www.DadCentralConsulting.com 15<br />
  24. 24. Find the Influencers<br />www.DadCentralConsulting.com 16<br />
  25. 25. Provide Something Worth Talking About<br />www.DadCentralConsulting.com 17<br />
  26. 26. Inside Access<br />www.DadCentralConsulting.com 18<br />
  27. 27. Turn Influencers into Brand Ambassadors<br />www.DadCentralConsulting.com 19<br />
  28. 28. Get Involved Locally <br />www.DadCentralConsulting.com 20<br />
  29. 29. www.DadCentralConsulting.com21<br />
  30. 30. Dad Influencers On the Rise<br />www.DadCentralConsulting.com 22<br />
  31. 31. Dads Defined: The Past<br />Lots of free time with friends<br />Long day, tedious work<br />Wife, One kid, and a Dinosaur<br />www.DadCentralConsulting.com 23<br />
  32. 32. Dads Defined: The Future<br />Wife, Two Kids, a Dog<br />(and a robot nanny)<br />Working in the Office 9-5<br />Responsible Family Automobile<br />Relaxing at Home<br />www.DadCentralConsulting.com 24<br />
  33. 33. Who Are Today’s Dads?<br /><ul><li>August 2010 study by Dad Central Consulting
  34. 34. Over 700 members of the Dad Central Consulting Testing Panel with children at home under the age of 18</li></ul>www.DadCentralConsulting.com 25<br />
  35. 35. The “Hands On Dad”™<br /><ul><li>97% feel being a Dad influences how they make purchase decisions.
  36. 36. 95% believe their criteria for purchases now gets influenced by the needs and interests of their family.
  37. 37. 90% say being a Dad influences whom they trust when seeking advice.
  38. 38. 84% of Dads now purchase a much broader set of consumer products than before becoming a parent.
  39. 39. 46% report being less likely to make impulse decision.</li></ul>www.DadCentralConsulting.com 26<br />
  40. 40. The “Dad Lens”™ Influences Purchases<br />80% of Dads feel they make purchases through a “Dad Lens.”™<br />Dad Lens<br />Dad & Me Lens<br />Me Lens<br />Games<br />Groceries<br />Home Entertainment<br />Auto <br />Major Household Products<br />Outdoor<br />Home Computing<br />Sporting Events<br />Financial Services<br />www.DadCentralConsulting.com 27<br />
  41. 41. Who Dads Trust Most for Advice<br />When asked to rank who they trust the most for advice about family purchases, an overwhelming number of Dads (88%) said they trusted their wife, spouse, or partner the most (top 3). <br />www.DadCentralConsulting.com 28<br />
  42. 42. Who Dads Trust Most<br />Dads trust different sources of information depending on what they are purchasing,<br /><ul><li>Household: Wife/Spouse/Partner, Parents, Product Ratings & Recommendations.
  43. 43. Sports: Other Dads, Friends
  44. 44. Technology: Other Dads, Product Ratings & Recommendations, Magazine articles, Friends
  45. 45. Auto: Other Dads
  46. 46. Games: Their Children
  47. 47. Appliances: Wife/Spouse/Partner
  48. 48. Finance: Wife/Spouse/Partner, Parents
  49. 49. Gifts: Wife/Spouse/Partner, Moms</li></ul>www.DadCentralConsulting.com 29<br />
  50. 50. Dads Trust Other Dads<br />Dads trust other Dads for first-hand advice when it comes to parenting their children and purchase decisions for their family and household items. <br />Dads also trust other Dads more than any other source of information for advice when purchasing in the fields of sports, technology and auto. <br />57%<br />www.DadCentralConsulting.com 30<br />
  51. 51. How Dads Connect with Other Dads<br />Dads connect with fellow Dads through a variety of ways both offline and online. 80% of Dads say they most commonly connect through one-on-one conversations: <br />www.DadCentralConsulting.com 31<br />
  52. 52. Dads’ Purchases After Consulting Other Dads<br /><ul><li>Football Cleats
  53. 53. TV
  54. 54. Cell phone
  55. 55. Soccer equipment
  56. 56. Rechargeable Battery for Cell Phone
  57. 57. Martial Arts Classes
  58. 58. Videogames
  59. 59. Minivan
  60. 60. GPS
  61. 61. Car Seat
  62. 62. Baby Food
  63. 63. Nerf toy guns
  64. 64. Daybed for my daughter
  65. 65. Lawn Mower
  66. 66. Family Vacation
  67. 67. Pull-behind camper
  68. 68. Videogame console
  69. 69. Lawn fertilizer
  70. 70. Baby monitor
  71. 71. Bike for my daughter
  72. 72. Tools
  73. 73. Baby swing
  74. 74. Computer
  75. 75. Organic veggies
  76. 76. BB Gun
  77. 77. A movie on DVD
  78. 78. Tickets to a sports event
  79. 79. Diapers
  80. 80. Golf Clubs
  81. 81. An iPod Touch
  82. 82. Probiotics</li></ul>www.DadCentralConsulting.com 32<br />
  83. 83. Power of Dads Twitter Meetup<br />Q1: How has being a Dad changed your life? <br /> Less leisure time, time and money focus on family, just about everything…<br />Q2: What influenced purchases before?<br /> Wants, desires, friends, impulse…<br />Q3: What influences purchases now?<br /> Family needs, children, spouse, budget…<br />Q4: Where do you go for advice?<br /> Wife, family, Internet, reviews, other Dads…<br />Q5: How do you connect with other Dads?<br /> Online, at games, school events, church…<br />Q6: What was the last purchase you made after consulting another parent?<br /> Car seat, Xbox, swing set, sheetrock, bike, laptop, beer, camera, table saw, diapers…<br />#PowerOfDads<br />One hour: Aug 25, 12-1 PM EDT<br />1,500+ Tweets<br />100,454 followers reached<br />1.6 million impressions<br />Power of Dads Twitter Meetup<br />www.DadCentralConsulting.com 33<br />
  84. 84. Whit Honea in Action<br />10,000 Visitors<br />48,000 Visitors<br />1,175 Followers<br />617 Friends<br />Featured Blogger<br />Featured Blogger<br />Featured Dad Blog<br />Featured Blogger<br />Featured Blogger<br />www.DadCentralConsulting.com34<br />
  85. 85. Jason Bean in Action: Gatorade<br />www.DadCentralConsulting.com 35<br />
  86. 86. Muskrat in Action: Ralph Lauren<br />www.DadCentralConsulting.com 36<br />
  87. 87. The Emergent Dad Influencer<br />www.DadCentralConsulting.com37<br />
  88. 88. Key Takeaways <br /><ul><li>Market has been proven by Mom Influencers
  89. 89. Brands have embraced Influencer marketing
  90. 90. A new Hands on Dad™ has emerged and shifted perceptions through the Dad Lens™
  91. 91. Dads are Influencers with strong audiences and reach
  92. 92. We are at the start of an exciting, dynamic and nascent influencer vertical</li></ul>www.DadCentralConsulting.com38<br />
  93. 93. We look forward to working with you in the future. Thank you for coming out this morning and listening to our presentation. <br />The Mom & Dad Central Team<br />
  94. 94. 77 Chapel Street<br />Newton, MA 02458<br />info@dadcentralconsulting.com<br />617.244.3002<br />www.DadCentralConsulting.com | Facebook: Dad Central | Twitter: DadCentral<br />
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