We’ve all heard about mommybloggers and the power they command among Madison Avenue advertisers. Now, daddybloggers are coming into their own. This could be a good thing for NotMoms like you and me. It’s taken too long for marketers to realize that men buy items like paper towels, but if that change is underway, perhaps adults without children can gain some traction, too.
I was introduced to the e-fatherhood movement at BlogHer 2012 when many of the Moms around me ooh-ed and ah-ed over Charlie Capen, one of the good-loking guys behind How To Be a Dad. Detailing the second annual Dad 2.0 Summit held in Houston in February 2013, The New York Times recently detailed how Mr. Capen convinced Summit sponsor Honda to provide a Crosstour vehicle and video production for he and other daddybloggers to make the 32-hour drive to the gathering.
A gathering of dads? Who knew?
Even deeper, the Times article also introduced me to The National At-Home Dad Network, which plans to hold its 18th annual convention this fall. Marketers and big-brand representatives explained that they’re paying attention to fathers because “more fathers are deciding what to buy for their families.” By listening to dads at last, advertisers from Huggies to Toyota are learning that men hate being portrayed as bumbling idiots about their own kids. The Procter & Gamble “Thank You Mom” campaign that launched during the 2012 Summer Olympics, featuring Olympians and their mothers, was noted by several men as leaving them out. We know how that feels.
The bottom line of the new marketing focus on fathers is, well, the bottom line. Noting that there’s a “dearth of data” about dads, one ad exec told the Times:
“There is considerably more time, attention and money spent understanding how ‘she’ buys versus how ‘families’ buy — and certainly more than ‘he’ buys.”
Hmm. This story gave us the idea for TheNotMom.com to develop a survey to gather data about America’s women without kids that Madison Avenue can use to understand the potential we bring to the table. Look for it in your inbox or Facebook page in the coming weeks.