dad

October 8, 2014

You can lead a marketing department to a fruit flavored beverage, but you can’t make it drink

According to the Tum-E Yummies, “moms see goodness” and “kids see fun,” but you know what dadmarketing sees?tumeyummies

Complete senseless and meaningless dad exclusion.

The image pictured is a screen shot from the webpage of BYB Brands, a company that hasn’t quite figured itself out yet, nor its product. Or, perhaps it hasn’t really proofread its own work. In either case, it doesn’t excuse this stereotypical, stuck-in-the-past marketing disarray.

Take a look at their slogan: Create and sell brands people want!

How can this be? Their web copy doesn’t even back it up, for BYB isn’t marketing their brands to people – only mothers. Over and over on the BYB website, and at the Tum-E Yummies website, they merely address moms, not even giving dads the time of day.

There’s also a trite For Parents section, a true anomaly that could only be fashioned by a marketing department at odds with its own self. Here again, this predictable segment solely speaks to moms, a divide they created themselves by neglecting dads everywhere.

Part of their copy includes the oddities, “A mom-approved escape from the routine,” and “It’s not everyday you get to be a good mom and a fun mom,” and “Fun hydration moms and kids can agree on” – quirks by way of featuring boys on the site, future men that will be completely disregarded upon fatherhood by the very company whose drinks they enjoy.

That’s some business plan for future success, huh?

BYB apparently holds dear to the timeworn marketing impulse that moms still handle the kids, cook the meals, provide the snacks, and dads basically don’t shop.

Fortunately, poor execution (and websites) can be corrected easily.

Is BYB and Tum-E up to the task?

September 30, 2014

Cake loss

Trying to rid the world of dad exclusion regarding anything kitchen related is like asking a Kardashian to stay away from a camera lens.

It’s a challenge, but dadmarketing came into being just for this.

(The dad stuff, not the Kardashians.)bettycrocker2bettycrocker1

Our latest offender is Betty Crocker, which should not come as all that surprising. But what is surprising is how Betty Crocker did it, and so very unnecessarily.

A quick look at the ad reveals nothing glaringly wrong. There aren’t any Kix-like, dad-excluding slogans plastered front-and-center. There aren’t any “Attention Mom” banners adorned at the top. The word “mom” really isn’t anywhere noticeable.

For a few brief moments we were actually overjoyed about the possibility of a column lauding Betty Crocker for not pushing the “baking is only for moms” agenda.

But then we read the fine print.

If you took the time to dig all the way through this copy-heavy, two-page spread from the September 2014 American Baby magazine, you’ll find that it’s really not directed at dads whatsoever, because Betty Crocker assures that after a day of baking, “you will look like Wondermom!”

How’s that for a red-spooned slap in the face, dads?

You see, venerable Betty Crocker, you may be surprised to know that some dads like to bake for their families. Dad doesn’t come home from work with mom waiting there and hot food on the table like it happened a few generations ago. What’s more, boys like to bake too, and you could learn a lot from Hasbro, makers of the Easy Bake Oven, who developed a boy-friendly version of their classic toy after one young girl simply spoke up.

Betty Crocker has been around for almost 100 years, and has been moderately progressive in modernizing their female likeness over time. But their treatment of dads in today’s modern world where fathers clearly do more than past generations makes them look stuck in the past.

No one should know better than Betty Crocker how the tiniest ingredient can alter an entire recipe. That’s exactly what happened in BC’s latest ad blunder.

We’ll be surprised if we ever hear from Betty Crocker, seeing how they’re operated by General Mills, makers of two of the most dad unfriendly brands around: Cheerios and Kix. We’ve tweeted them before, and they’ve ignored us like a stale cookie crumb.

Still, we’ll keep trying, because a small change in marketing approach would require “no superpowers needed,” and then we can all celebrate together with a Betty Crocker dessert.

Until then, we’ll just keep using another brand actually created by a man who knew a thing or two about cakes.

September 15, 2014

Beyond words

Parent-type magazines seem to regularly flub up the whole dad thing. Whether it involves headlines, photos, stories, or ads, these magazines seem to consistently fail in execution. Our latest discovery is no exception.parenting

At parenting.com you’ll find a “Just for Dad” section, along with a “Just for Mom” section. There’s no denying that dads and moms are different people and can operate as parents differently, so each section seems reasonable in terms of need.

Our problem comes in their description of each section. Let’s take a closer look at what you can actually find posted for real at parenting.com under the menu tab “parenting advice”:

  • Just for Mom: Mom is supposed to know it all, all the time. But what if you don’t? With some tips from experts and the wisdom of other moms, we can figure it out together.
  • Just for Dad: Guys, need guidance on dad issues like out of control diapers and surviving a trip to the store with kids? When your partner isn’t around, let us be a resource for all your parenting questions.

Here at dadmarketing, we decided to translate this hidden, marketing-driven-speak so we can all compare apples to apples. Here’s what each description really says:

  • Just for Mom: Mom isn’t just supposed to know it all, all the time; she does know it all, all the time – and dad is not expected to, because mom usually does the parenting. That’s right, don’t trouble asking the dad in your household, because he simply doesn’t know what to do. Ever. That’s why we have tips from experts and wisdom from other moms available here, because dad doesn’t handle the kids as much as mom. He cares too much about his job. We’ll figure it out together without the help of dad, who doesn’t bother to help you anyway. Even when he’s not at work, that lazy, bumbling guy is too busy watching sports in his man cave, anyway, right?
  • Just for Dad: Guys, need guidance on dad issues like out of control diapers, because we all know dads don’t know how to change diapers. Dads usually let moms handle that stinky stuff. Even if they handle a rare diaper change, most dads dry babies’ bottoms with automatic hair dryers in bathrooms, so that says something about their parenting skills. They don’t even know how to do those pull-tab things or clean up when the dirty work is done. And dads, don’t even attempt to take your kids to stores, because you won’t survive it. Note that we don’t say you won’t be able to endure it – you simply won’t survive it. It’s truly a matter of life and death that you don’t go to the store with your kids. So, turn to this section for resources when mom (swallow hard) actually grants you permission to be home with the kids alone.

How about that original word choice by parenting.com? Who says mom is supposed to know it all? We know who: only those saddled by old-fashioned stereotypes which parenting.com continues to perpetuate. An informal dadmarketing office poll found that no one in our circle of friends or family thinks like that.

And dads needing guidance to survive a trip to the store? Would anyone ever dare say that to a mother? Ever? Then why say it to a father? It’s demeaning. It’s belittling. It’s condescending.

The irony in all this is that parenting.com’s tagline is: Modern families + fresh ideas. We don’t see anything modern or fresh about their choice of words.

Remember parenting.com: words are your business. Without them, you don’t have a magazine or a website.

Let’s hope for a revision soon.

September 1, 2014

Labor over this

In many cases, dad remains as the provider for the family. Statistics show that men traditionally make more money than women (which I think we all can agree is unfair), therefore making dad the unofficial breadwinner.

But no matter whether you’re a dad or a mom, there remains the ugly truth that many are workaholics. We put in hours-upon-hours after work, staying late, working on the weekend, all to try and get ahead or impress the boss. So often it doesn’t even result in more pay, just more time away from loved ones.

If you’re a casual sports fan, you may have heard that James Harrison, a five-time Pro Bowl linebacker and former NFL Defensive Player of the Year, just retired from football last week. Harrison spent 10 years with the Pittsburgh Steelers and one final season with Cincinnati. He was a great success on the field.

But did you see what he said upon announcing his retirement?

“I have made the difficult decision to retire as of today,” Harrison’s statement said. “My love for my family and the need to be there for them outweighs my desire to play the game. I have missed too many experiences with them because I devoted SO much time to my career.

My love for the game isn’t strong enough to make up for missing one more birthday or first day of school.”

Harrison is only 36, yet I’ve heard some share these same sentiments at 63. Admittedly, there are some professions where working long hours are part of the business, and most know that when they get into it in the first place.

But imagine how many dads go an entire lifetime focusing more on work than anything, to the neglect of their family. No one on their death beds ever said they wished they had worked more. Work is important in our lives, but do you live to work, or work to live?

Perhaps this Labor Day all dads can take a moment to rest, and do it with family. Your kids don’t want gifts, money, or entertainment – they want your time.

August 18, 2014

Reel influence

For as many superhero movies as have been created in Hollywood, you’d think by now the industry might take heed of their own advice, “With great power comes great responsibility.”mrmom

The movie industry wields immense power in more ways than one because we love our movies. We watch them in the theater, we rent them, we buy them, we subscribe to them, we quote them, we wear them, we sleep on them, we tattoo them on our bodies.

Movies have huge fan-base followings with week-long conventions. Movies have specific theme park rides. Movies spend millions on advertising campaigns, in fast food restaurants, on billboards. 

Some movies will be eternally watched by the next generation on different formats, living on forever in pop culture fame. Others may never be watched again.

Most are probably in between, but their influence remains.

Take “Mr. Mom,” for instance, and the lasting legacy it has left on dad stereotypes.

The film was made 31 years ago, enjoyed quite decent success, and was clearly a product of its times. In the early 1980s women were making fantastic strides in various arenas. Sandra Day O’Connor was named the first woman justice of the Supreme Court. Sally Ride became the first U.S. woman in space. Geraldine Ferraro was the first woman nominated by a major political party to run for vice president of the United States.

These historic events brought about major changes to women. It opened up doors to professions that had normally belonged to men, and demanded equality in nearly every walk of life. It wasn’t perfect and still isn’t, but the gender balance was becoming more balanced.

Given all these events, it was no wonder that famed movie writer John Hughes came up with a mom-dad role reversal movie that many found hilarious. Three decades later, stay-at-home dads are still not the norm, but it’s easy to find humor in the storyline.

The name itself is so self-explanatory, that one hardly needs to see the movie poster or even watch a clip to wonder what it might be about. Its title has been used over and over so many times that it alone demonstrates the power of the movie industry, and overall media influence.

Nearly any reference to a stay-at-home dad, whether in media or informal conversation references the movie title. A label was born, and it will never go away. “Back to the Future” is another over-referenced movie title that comes to mind, and seems to work its way into language anytime someone needs a catchy reference to the future.

If the “Mr. Mom” movie had been given a different title, say, “Switcheroo,” would the movie have slipped out of our pop culture consciousness a long time ago? If Hughes were able to bring back the original cast for a sequel, would a title and premise such as “Mrs. Dad” have the same effect?

I have no issue with the “Mr. Mom” movie concept. But we must all remember the thought, “With great power comes great responsibility.”

Truly, the next time you’re ready to tell a story – dear movie industry – and spend money on actors, sets and marketing, consider that you’re not only investing in millions of dollars, but also into the human psyche, for which there is no price tag.

And the only sequel to that is the next generation of consumers, of whom you apply great influence.

July 1, 2014

A Walgreens surprise

I was surprised to learn that the word “hack” has exactly 19 different definitions at dictionary.com, and 24 if you count “verb phrases.” Perhapswalgreens even more surprising is the mostly negative connotations that come with the word hack: to damage, to cut ruthlessly, to kick at shins (ouch).

But we’re groomed from a very young age to believe that all surprises are a good thing, so Walgreens keeps my surprises coming. First, they not only choose to use the word hack with its latest foray into the Twitter-verse, but second, they alienate dads by putting only the word “mom” in front of it, and then hashtagging it.

As you can imagine already, this of course, is the theme of Walgreens’ newest Twitter ad campaign (pictured) that allows us to chuckle at all of our kids’ oopsies in life, which never go “according to plan,” and feature children making all kinds of laughable, silly, goofy messes.

A recent magazine ad states, “We’ve got your back, whenever and wherever you need us,” and urges us to buy their new line of Well Beginnings products (and nope, there isn’t any dad on their website to be found).

What would motivate a dad to shop at Walgreens after seeing this skewed Twitter crusade?

It sounds like their marketing people are hanging out with the Proctor & Gamble people – people who renounce or surrender individual independence, integrity, belief, in return for money in the performance of a task normally thought of as involving a strong personal commitment.

Yeah, that’s a definition of something that rhymes with “ack.” Surprise, surprise.

April 28, 2014

If everybody else gets to write a list, we can too

Why bother?

ImageWhy would any company waste time marketing to dads?

Marketing to dads matters. Let us count the ways, and since lists seem to make the Internet go ‘round, here’s ours:

  1. It’s not about who uses the card, but about everything before the credit card is swiped – Anybody can put a Star Wars t-shirt in a shopping cart, but more went into that decision than you think.  What, or who, influenced it?  Maybe it’s dad’s love of the movie franchise that rubbed off on their kids.  Maybe it was a commercial the family saw while watching a hockey game together.  Maybe it is dad’s influence on a certain store the family frequents.  Maybe dad researched everything about the product online for the mom.  Maybe dad simply looks good in the shirt.  Any marketer can sit all day long in a store and prove that it was mom after mom who swiped that credit card in Target, but a wise researcher will investigate the whole story.
  2. No matter how small the slice is on the pie chart, it’s still a slice, and it still tastes like pie – I heard a weathercaster once say, “Even though there’s a 70% chance of rain today, remember that there’s a 30% chance it won’t.”  So, let’s say for example, that moms handle 70% of the purchasing.  Is a company really doing to ignore that potential 30% of dads who buy stuff?  Cereal makers do all the time, and if I was their CEO, I’d start looking for a new marketing team, and fast.
  3. Isn’t equality a goal? – When you alienate someone and make them feel left out, you’re bound to really turn them off.  What’s wrong with marketing to both mom and dad at the same time?  Nothing!  You’ll still have the mom in your good graces, and the dad will feel like he was included, too.  The good baby websites, I’ve found, are the ones that use the word “parent” and have photos of the newborn baby with both mom and dad.  Isn’t that a cool thing to see?
  4. Loyalty is king – If you become friends with someone at work or school, that’s nice.  If that friend invites you to their home, your friendship suddenly deepens, and you’ve formed a bond that makes you feel even more connected.  You’ve become loyal to them.  The same connection happens with retailers, and it means far more than customer satisfaction.  Dads are loyal people.  As author and speaker Jeffrey Gitomer once said, “Customer satisfaction is worthless.  Customer loyalty is priceless.”
  5. The Internet still is a game changer – Unless you’ve been living under a rock for say, the past 25 years, you’ve heard of the Internet.  It’s a marvelous tool used to gather information fast from all around the globe.  As far as I know, dads have used it to gather information, read and write reviews, and purchase things.  Lots of things.  Take the “zo” out of Amazon and you have “A man.”
  6. Look no further than sports – If you don’t follow sports, check out the power of the NFL, NASCAR, or any other sports league, and you’ll find it dominated by dads who have an allegiance to athletes and their games like no other.  It’s a gazillion dollar industry that continues to grow and expand with time.
  7. Dads eat and buy cereal – I think June Cleaver gets a bum rap.  Everyone likes to make her the poster child for old-fashioned, outdated behavior. Leave it to Beaver was a good show with wholesome characters, simply a product of its times.  Cereal is notorious for neglecting dads.  Kix is a product of its times too, but even a Beaver sequel in the ‘80s didn’t keep using the same formula – it updated for the times.  Read our December 17, 2013 entry if you want to learn more about Kix’s useless and archaic orange box.  It really isn’t the 1950s anymore, Kix, so hop on board the 2014 bus with the rest of us.  If I was Doc Brown and I had some plutonium, I’d so throw you into a DeLorean and send you “Back to the”…well, you know where.
  8. Credit card companies know better – Credit card companies know that their pocket-sized flat payment tools are used by dads, too.  That’s why they have dudes in their ads.  I’d even go as far to say that credit cards were inherently designed for dads:  they’re lightweight and flat since dads don’t like to carry things; they have cool pictures on them; they’re durable; they’re largely free to get (dads like free things); even acquiring one is easy to do.  Leave it to Jedi Master tough guy Mace Windu to set the record straight:  men do indeed use credit cards as he asks the question to which he already knows the answer, “What’s in your wallet?” Dads carry wallets.  Moms carry purses.  Closed, the case is.
  9. Dad, meet Internet; Internet, meet Dad – Dads and computers met a long time ago, and they realize how to use them.  Even if dads don’t always make the final purchase, they’re surely reading about the product beforehand.  They’re commenting on it.  They’re reviewing it.  And did you see that Amazon is starting an online grocery store?  Frankly, dads are probably purchasing things more and more off the Internet, because every good marketer claims knows that dads don’t like to shop in stores, right?  So, watch it marketers, because the slightest misstep and you’ll have more than one dadmarketing site broadcasting it to the world.
  10. Step up right here and behold, the spectacle! – The way dads get dissed everywhere, it seems like marketers make them out to be some kind of mythical creature that doesn’t exist.  In that vein, I have channeled my inner Dr. Seuss:

Dads move, dads think, they eat, they blink.

Dads stand, dads sit, they throw, they hit. 

Dads run, dads fly, they drive, they buy. 

Dads can do lots of things, you see. 

So don’t deny their authority.

April 7, 2014

Daniel Murphy: MVP (Most Valuable Parent)

esiasonNice job, Norman.

Our upstart enterprise is trying to advance the cause of dads in the marketplace, and you messed it all up.  I realize we’ve only been in existence for four months, but you set back dads at least 40 years.

Your speak-first, think-later attitude fuels the rampant assumption that dads don’t want to be involved with their kids, validating the imprecise decision-making of marketers everywhere.

And you haven’t even apologized yet!

In case you thought you read or heard Norman’s apology somewhere, you didn’t.  He never even apologized to the person at the center of this controversy!  Let’s take a look at what Norman said in this so-called apology:

“I just want to say again on this radio show that in no way, shape or form was I advocating anything for anybody to do. I was not telling women what to do with their bodies. I would never do that,” he said. “That’s their decision, that’s their life and they know their bodies better than I do. And the other thing, too, that I really felt bad about is that Daniel Murphy and Tori Murphy were dragged into a conversation, and their whole life was exposed. And it shouldn’t have been.”

Right now I’m going to play the part of Norman’s PR (i.e., damage-control) assistant, because he clearly doesn’t have one.  Let’s re-write what he could have said on the air — in addition to — his lame apology:

“Furthermore, I’d like to extend a heartfelt apology to Daniel Murphy and dads everywhere.  Dads deserve to witness the birth of their children, and to be there for him/her in the infancy of its days on earth.  After all, the woman was able to bond with the child, carry and hold it for the past 9 months — is a few days, or even a week, too much to ask for the dad?  I think not.  So, I am here to champion the cause that dads must be just as involved in raising children as the mom.  And it starts from day one, at the hospital.  I don’t care what profession you’re in, whether you’re in a high profile job like a Major League Baseball player or at the other end of the spectrum as, say, a radio show host.  Dads deserve rights, too.”

Mr. Daniel Murphy, just go on being a dad and doing your thing.  You made the best decision of your life, and don’t let other misguided individuals make you think that work comes above major life moments.

Once Norman reads this and hires me as his PR assistant, I’ll then have the money to afford tickets to a Mets game, at which point I’ll display a hand-made sign bearing the title of this day’s blog entry:

Daniel Murphy:  MVP (Most Valuable Parent)