Dad Central Consulting Capabilities Reach the influential dad market!

1. engaging dads, building brands
www.DadCentralConsulting.com

2. Who
We
Are

Specialize
in
Marke.ng
to
Dads

Help
companies
develop
meaningful
conversa.ons,
connec.ons,
and
communi.es
with
Dads

Reach
Dads
and
engage
them
in
powerful
word-­‐of-­‐mouth
programs:
Dad
Ambassadors,
viral
marke.ng
across
social
media
plaBorms,
geo-­‐
targeted
events

Dads
take
ac.on
and
recommend
your
brand,
fueling
brand
awareness,
engagement,
product
trial,
and
sales

Work
with
over
200
na.onal
brands

Breadth
of
consul.ng
services,
including
research
and
social
media
strategy
and
listening,
for
start-­‐up
and
established
brands

Offices
in
US
and
Canada
www.DadCentralConsul.ng.com
2

3. We
Know
Dads
In
August
2010,
Dad
Central
Consul.ng
reached
out
to
our
Dad
Community
to
find
out
how
fatherhood
has
influenced
their
purchasing
habits
and
whom
they
trust.
Over
700
Dads
shared:
 97%
feel
being
a
Dad
influences
how
they
make
purchase
decisions.
 95%
believe
as
a
Dad
their
criteria
for
purchases
is
now
influenced
by
the
needs
and
interests
of
their
family.
 90%
see
being
a
Dad
as
influencing
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.
www.DadCentralConsul.ng.com
3

4. Meet
the
New
“Hands
On
Dad”™
 Men
make
up
only
50%
of
the
workforce
 70%
of
Dads
consider
themselves
“Hands
On
Dads”
and
keep
family
first
on
list
of
priori.es
 75%
of
married
Dads
consider
themselves
equal
partners
 Fathers
spend
3.3
hours
per
workday
with
childcare,
doubled
over
the
last
three
decades
 3.4
million
Dads
give
primary
childcare
while
Mom
works
 40%
of
men
do
at
least
half
of
household
shopping,
including
kids’
clothing,
school
supplies,
and
educa.onal/
entertainment
products
www.DadCentralConsul.ng.com
4

5. Marketing
to
Today’s
Dad
 Although
not
interested
in
browsing,
Dads
will
do
Internet
research
to
minimize
shopping
.me
 Dads
consume
less
family-­‐oriented
magazines
or
“lifestyle”
media
content
 Humor,
fun,
and
play
are
important
to
Dads
 Dads
like
to
be
seen
as
“hero”
to
their
kids,
to
make
kids
happy
 Dads
make
purchase
decisions
through
“The
Dad
Lens”™
– Family
Automobile
– Family
Finances
– Spor.ng
equipment
for
kids
– Family-­‐friendly
entertainment
– Family
ac.vi.es
– Family
travel
– Kid-­‐friendly
electronics,
videogames,
phones
– Groceries,
Household
items
www.DadCentralConsul.ng.com
5

6. Dad
Central
Consulting
Capabilities
The
following
slides
will
take
you
through
an
overview
of
our
core
capabili8es:
 Research
&
Insights
 Strategic
Consul.ng
 Social
Media
Strategy
 Dad
Influencer
Ac.va.on
www.DadCentralConsul.ng.com
6

7. Research
&
Insight
Understand
Your
Dad
Target:
 Measure
and
iden.fy
how
Dads
discuss
and
interact
with
your
brand
or
company
via
targeted
surveys
and
private
forums.
 Validate
messaging
with
your
target
to
refine
campaigns
before
they
hit
the
market.
Smart
Scans:
 We
poll
our
proprietary
Dad
Panel
regularly
for
fast
answers
to
your
most
important
Dad-­‐centered
ques.ons.
These
surveys
provide
fresh,
.mely,
and
ac.onable
insights.
www.DadCentralConsul.ng.com
7

8. Strategic
Consulting
On-­‐Target
Marke8ng
Communica8ons:
 Develop
targeted
marke.ng
communica.ons
strategies.
 Posi.on
or
reposi.on
brands
to
be
relevant
and
engaged
with
Dads.
Corporate
Partnerships:
 Iden.fy
and
nego.ate
partnerships
for
like-­‐minded
brands
targe.ng
similar
audiences
by
combining
efforts
into
a
larger
integrated
campaign
resul.ng
in
a
greater
impact
and
engagement
with
Dads.
Business
Development:
 Increase
your
chances
of
winning
new
business
or
driving
exis.ng
client
business
by
engaging
Dad
Central
Consul.ng
in
briefings
and
brainstorm
sessions.
Dad
Central
Consul.ng
will
provide
a
fully
customized
proposal,
including
strategic
direc.on
and
suppor.ng
research
to
back
up
the
plan.
www.DadCentralConsul.ng.com
8

9. Social
Media
Strategy
Social
Media/Online
Strategy
 Create
and
ac.vate
a
social
media
strategy
that
gives
your
brand
a
strong
presence
and
personalizes
consumer
interac.ons.
 Campaign
ac.va.on
using
various
social
media
plaBorms.
Social
Media
Listening
 Our
propriety
listening
research
tools
look
at
what
is
being
said
about
your
brand
and
who’s
doing
the
talking.
A
benchmark
helps
understand
your
brand’s
current
viral
footprint
and
can
prove
as
an
effec.ve
campaign
measurement
tool.
Ongoing
listening
allows
us
to
track
trends
and
structure
a
strategic
presence
in
social
media
for
your
brand.
www.DadCentralConsul.ng.com
9

10. Dad
Influencer
Activation
Dad
Central
Consul8ng
can
ac8vate
word-­‐of-­‐mouth
campaigns
to
grow
Dad
brand
ambassadors
–
both
online
and
offline
–
like
no
one
else!
Dad
Central
Consul8ng
Blog
Tours
&
Blogger
Engagements
 Ac.vate
passionate
Dad
influencers
who
rank
high
in
Google
and
other
searches
to
build
brand
awareness
via
Blog
Tours,
Twiier
and
Micro-­‐blogging.
Dad
Central
Consul8ng
TwiLer
Party
 Generate
a
real-­‐.me
conversa.on
and
high
visibility
on
Twiier
over
a
short
period
of
.me.
Dad
Central
Consul8ng
Test
Drive
Program
 Influen.al
Dads
test
products
or
services
and
share
candid
feedback
via
a
private
community.
In
addi.on,
selected
bloggers
will
write
online
reviews.
www.DadCentralConsul.ng.com
10

11. Who
Are
Our
Influential
Dads?
100
Dad
Blog
Roll
Carefully
Screened
for:
and
Growing
 Stay-­‐at-­‐home
Dads
 Ac.ve
influence
on
Blogs,
 Published
authors
Twiier,
Facebook,
and
 Sports
fans
Online
Community
 Technology
enthusiasts
 Wri.ng
tone
and
style
 Car
buffs
 Exper.se
 Finance
and
money
gurus
 Brand-­‐friendly
 Educa.on
professionals
 Family-­‐friendly

and
the
list
goes
on…
www.DadCentralConsul.ng.com
11

12. A
Sample
Dad
Influencer
in
Action
10,000
Visitors
48,000
Visitors
1,175
Followers
617
Friends
Featured
Blogger
Featured
Blogger
Featured
Dad
Blog
Featured
Blogger
Featured
Blogger
www.DadCentralConsul.ng.com
12

13. A
Few
of
Our
Clients
Mom
Central
Consul.ng,
the
parent
company
of
Dad
Central
Consul.ng,
has
worked
with
over
200
na.onal
brands
to
develop
robust
campaigns
ac.va.ng
influen.al
bloggers.
Dad
Central
Consul.ng
was
created
to
sa.sfy
a
growing
ver.cal
as
many
agencies
and
brands
desire
to
engage
in
powerful
rela.onships
with
influen.al
Dads.
www.DadCentralConsul.ng.com
13

14. engaging dads, building brands
77
Chapel
Street
Newton,
MA
02458
info@dadcentralconsul.ng.com
617.244.3002
www.DadCentralConsul.ng.com
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