June 19, 2015
This Sunday is Father’s Day, and many of us will celebrate this beloved holiday by showing Dad how truly special he is! For a lot of us, this will mean taking dad out to a nice lunch, getting him the perfect gift, or just spending time with him to show him how much he’s loved.
In the marketing world, brands are increasingly turning their attention away from women and igniting dads in new ways. According to the Pew Research Center, there are now at least 2 million stay at home dads and that number is growing. Fatherhood is not what it used to be, and many modern-day dads are playing a more active role in all household duties, taking care of the little ones, and shopping more than ever before. Some of the world’s top brands are embracing this shift and no longer portraying Dad as inept in their advertising campaigns.
These new modern dads are also connecting with one another in larger ways—which is evidenced by the growing number of “daddy bloggers,” Internet communities, and networks that discuss the joys and hardships of being a father. The dad online space is an influential community, and can offer a big payout if you know how to reach them correctly.
If your association or brand is interested in working with “dad bloggers,” here are some tips to get you started:
- Enlist the help of a blogging network—Instead of vetting through hundreds of blogs to determine who’d you like to work with, make your life easier by enlisting the help of a blogging network. Dad blogging networks like Life of Dad are composed of hundreds of member blogs, and partner with brands to find the blogs that would be the best fit for them. They also help brands and associations brainstorm campaign ideas and determine how the campaign will be shared to maximize exposure.
- Sponsor a conference—Conferences like Dad 2.0 bring together the top dad bloggers and social media influencers. By sponsoring a conference, your brand or association will have direct access to the group you are trying to reach.
- Be strategic—Just like marketing to other groups, marketing to dads might not be a fit for all brands or associations. Before trying to work with dads, really stop and ask yourself if working with dads will ultimately drive your organizations goal in the long run.
Whether you market to dads or not, remember to wish all the dads in your life a happy Father’s Day this Sunday!