Nov 03, 2012
Marketing to men is more of a challenge than many people realize. Women make most of the buying decisions – they control about 80% of spending in the U.S., by some accounts. So how do you get your message to men, who make up that other 20%? What kind of direct mail campaign will make them sit up and take notice?
First, as with women, it's important to realize men aren't a monolithic demographic. The way you market to men will depend on their age, lifestyle, and other factors. The key is to understand who, exactly, you're trying to reach. Is your target consumer a guy who likes to drink beer and watch football, or does he work hard at the office and pride himself on his golf game? Is he a young, single guy who likes to hit the clubs on the weekend, or is he a stay-at-home dad? If you can quickly answer the question, “What kind of man would use my product or service?” then you're well on your way to creating an effective marketing campaign.
Once you know who your target customer is, you can go about creating a mailing campaign that speaks to him. To reach the prospects who are most likely to be interested in what you're offering, use Click2Mail's mailing list services, which allow you to purchase a pinpointed list of people who are most likely to be interested in your product or service.
How might this work in practice? Let's look at a few examples:
A high-end auto detailing business wants to attract men who drive luxury cars. Using Click2Mail's mailing list services, they create a list of men in their geographic area who own certain makes of vehicles. Then, they create a large, 6 x 11 postcard with an eye-catching picture on the front and details about the company's services on the back, as well as the current special for new customers. In addition, they included a QR code that, when scanned, takes recipients to a YouTube video showing how the company works on cars.
A golf club wants to boost its membership. Since men make up the largest percentage of golf players, the club decided to target its mailing to wealthy men who were homeowners in certain zip codes, believing that they would be more likely to be interested in becoming members. The club designed on an attractive booklet highlighting the club's features and amenities. The mailing was deemed a success – inquires about membership spiked after the mailing was sent out, and several new members joined.
A neighborhood pub wanted to bring in more people to watch Sunday-afternoon football games on its new big-screen TVs. They designed a colorful postcard, and then used Click2Mail's mailing list services to get a list of young men who lived close to the pub. They included a coupon on the postcard for a buy-one-get-one-free meal, along with a schedule of upcoming games. After the mailing, the number of people stopping by to watch the game on Sundays jumped significantly.
You'll find success when it comes to mailing to men if you understand your target customer and have a strong mailing list. By taking the time to think about what kind of direct mail pieces men will pay attention to, and then building a list of prospects who are most likely to be interested in your offer, you'll increase the odds of hitting a home run with your direct mail campaign.