Boppy Company, why does it have to be this way?
We think you have a really nice product that works, but when you openly and actively market your product to the point of purposely excluding dads (note pictured ad) – well, that’s when we have to step in.
We don’t think anyone doubts that the Boppy is a “mom friendly” item by nature. Its frilly, cute patterns and soft, cushiony look will immediately appeal to a more feminine side. That’s perfectly ok, and there’s nothing wrong with that. Men/dads and women/moms are different – we say celebrate that, but don’t tell dads by your intentional exclusion that baby products aren’t for them.
Don’t tell dads that they’re less of a parent to their babies than moms.
Don’t exclude dads from the party.
Don’t make them feel left out.
Rather, use your business sense and marketing savvy by selling it to everyone humanly possible!
Are you really afraid that if you take the word “mom” off everything that women won’t notice you? Or that it won’t feel as personalized? Or that suddenly you’re letting in that rough, manly guy on the decision-making process who doesn’t have any business offering input, who doesn’t know anything about caring for babies, and who shouldn’t have any part of that exclusive shopping experience usually saved for the mom-to-be and her mom?
Comparisons can be helpful to illustrate a point. So, let’s take a look at the National Football League.
The NFL is one of the most wildly successful American ventures around, and it has been for decades: huge TV ratings, massive fan interest, tickets sold by the millions, team apparel worn by fans everywhere you look, fantasy leagues, its own TV network. It also has that little end-of-the-season championship game that a lot of people like to watch, sometimes its commercials even moreso.
Yet, there’s no doubting this is a man’s game. No female has ever played in an NFL game (though we’d like to see that change someday). The rough, tough nature of football appeals heavily to the masculine nature.
And that’s ok.
But does that mean that women can’t enjoy the game? Does that mean that women can’t be involved elsewhere?
Of course not. Throughout the NFL, we see female journalists, TV commentators, cheerleaders, front office executives, sideline personnel, and on and on. A female singer has opened one of network TV’s most popular shows — NBC’s Sunday Night Football — since its inception.
Now let’s take a look at its website, nfl.com. Do you see any slogan like, A Game for all Mankind?
A menu tab titled Dad Center?
Helpful Fantasy Football Topics from the Guy Center?
A special offer titled, NFLhood for Dad?
Do you see any special anniversary section that says, Thanks guys/men/dads – for supporting the NFL – we celebrate you!
Do you see any kind of female or mom exclusion going on anywhere? Didn’t think so. If anything, they strive to recognize women through its Pinktober accessories, a color normally associated with femininity.
Sure, the NFL has its share of Ray Rice PR nightmares and a long way to go toward acknowledging proper treatment of women. But this blog is specifically about marketing and advertising. When it comes to marketing, the NFL has a track record of phenomenal success, and advertisers pay big money to be a part of it.
Bobby, perhaps it’s time to take a serious look at your marketing message, and how you can better capitalize on selling to dads. Take a close look at the NFL and how it succeeds.
Better yet, take a moment to talk to some dads and ask how they feel. All too often, we hear from dads who feel left out of things, and miss special moments, and it’s time for the exclusion to stop at least in the ad world.
Try the shoe, er the Boppy, on the other foot.