Getting Under The Skin Of Men

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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

  1. 1. Getting under the skin of men The do’s and don’ts of marketing to men 9th November 2010
  2. 2. Why we’re doing it Methodology The good The bad The ugly Recommendations Agenda
  3. 3. Hugh Macleod
  4. 4. Hugh Macleod
  5. 5. Methodology
  6. 6. Quantitative online study Consumer community
  7. 7. Co-creation workshop
  8. 8. Male grooming Alcohol Sports Technology Mobile Soft drinks Categories Restaurants Cars Fashion Financial services Media / entertainment
  9. 9. The good
  10. 10. The bad
  11. 11. 1. Holding up a mirror to the consumer
  12. 12. 2. Clichéd stereotypes
  13. 13. Lads Mates Childish One of the Gang Traditionalist Sophisticated Sports Lover Pub = Natural Environment Expert Street Smart Hapless Stereotypes – Alcohol
  14. 14. Physically Fit Smug Overstyled Metrosexual Confident Loser Party Goers Superficial Cool Rebel Sporty Lacking Something Catalogue, not catwalk, models Stereotypes – Male grooming
  15. 15. 3. Creating insecurities
  16. 16. Fosters L’Oreal
  17. 17. Lynx Carling
  18. 18. 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

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