It doesn’t take an article in AdAge for me to realize that marketers are changing focus from the mom consumer to the dads. Just the past few weeks I’ve been to events where Dad is King. Mom isn’t certainly out of the picture, but it does take two to tango and there are a number of prominent bloggers out there who are dads.
General Motors – I recently attended an event for the 2012 Chevrolet Traverse where bloggers from around the country were given a tour of GM grounds. We were also given an inside look into the planning, design, and testing of the 2012 Chevy Traverse. There were more than ten bloggers in attendance. I was one of two moms (big props to Eileen from MomCentral). The rest were dad bloggers.
Vick’s Vaporub – Earlier this week, my family and I attended a private event hosted by Vick’s Vaporub. The big announcement? Drew Brees is the first dad to star in a comfort commercial for Vick’s. He’s the #VapoDad.
Disney Moms Panel – Let’s not forget about Disney Parks and Resorts, who includes dads in their Disney Moms Panel.
The role of dad has changed over the years, and I saw it in my own childhood. My mom worked long hours, and while my dad also worked at the fire department, he was the one who picked me up from school and brought me along while he hit golf balls in the evenings. The same goes for my own family. I work shift work, but my husband works traditional hours, making him the carpool dad.
Being the mom of the household, I realize that most households have the bulk of purchasing decisions made by the mom. However with the responsibilities of the dads changing from just provider (of income), the marketing companies are shifting their thinking as well. Many of my social media colleagues are male parents and I can see where they might feel left out.
Of course, there are so many demographics out there to target, including households without children, step-parents, boomers, and so on. It was nice to attend an event with dad bloggers. The conversation was more on the tech side….and there wasn’t any drama.