Marketers could learn a lot from the NFL

Statistics and ratings indicate that more men attend, watch and follow the NFL in greater numbers than women.  Take a casual look at fantasy football leagues, and those numbers widen even more.nfl

So if it were the case, you could forgive the NFL for targeting males in its advertising.  But being the wise, billion-dollar enterprise it is, you’ll hardly find its 32 teams (total worth: $63 billion) spending its marketing dollar only where the big money is located.

Rather, it places a strong emphasis on women, and wouldn’t dare make the catastrophic mistake of alienating an important part of its fan base.

So, no, the NFL won’t be unveiling new marketing slogans this season which focus on one gender, such as:

  • Choosy dads choose the NFL (Jif)
  • Kid tested, father approved (Kix)
  • Support for all dadkind (Boppy)
  • Welcome to the brotherhood of fatherhood (Similac)
  • #DadsKnow (Juicy Juice)
  • #DadWins (El Monterey)
  • Created by a dad for dads (Jesben)
  • For dad. For kids. From the beginning. (MyGerber)
  • Good for dads. Awesome for kids. (Capri Sun)

(You might note that none of these items referenced are feminine products.)

The NFL knows how to be popular and prosperous, so currently you see a successful, inclusive slogan like, “Football is Family.”

good2growAll of this makes the communication from good2grow so unusual, who claims to be “a family owned and operated company” with “one simple goal—creating wholesome, nutritious drinks in irresistible packaging kids love.”good2grow2

The juxtaposition is unusual, because families include dads, and in general, kids love their dads.  So if good2grow wants to create a product kids love, it should consider the other half of its customer base, which also includes boys, many of whom will eventually become dads.  Right now, it’s not speaking to dads in print, or on its website.

What do you say, good2grow?  Can dads be a part of your team?

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