Mahon Enterprises on the Importance of Marketing to Men

DUBLIN, IRELAND, July 22, 2012

Marketing to men is becoming big business in recent years as men are shopping more. If excluded, brands will lose sales. According to an articles posed by Hub Magazine by Ken Featherson 'For the past 100 years marketers have tried to gain the attention of the female, who made most purchasing decisions' Darren Mahon of Mahon Enterprises Ltd said "Nowadays men are making more decisions in household expenditures due to evolving roles in families. More males now are brought up with single mothers where I suppose does not have the 'traditional' stereotype of the man makes, the woman buys. More men nowadays are becoming the primary household decision maker when it comes to health, pets and clothing."

Men are living alone longer now and need to shop around more themselves. They have different shopping patterns to woman. Shopping is done mainly on autopilot without stopping for exploration. It is done through convenience. Whereas woman like take in the whole experience, the environment, the companions, the choices etc.
If brands want to capitalise by targeting the male market, they have to aim their products towards them also. Darren Mahon stated that 'Traditionally food TV adverts are aimed towards a 'full' family unit or towards a woman with her son or daughter. Now advertising has reversed' Freddie Flintoff is currently representing Morrison's supermarkets in their recent TV Campaign. This is aimed towards the fact that men are more likely to be laid off now, so are taking over the stay-at-home duties such as preparing meals and buying groceries. Taking from the Morrison's campaign, they have targeted men by empowering them to be successful without sacrificing masculine qualities.
To do this successfully however we need to redefine the male shopper. The traditional stereotypes no longer apply. Marketers need to highlight product usefulness also rather than just price to appeal to both sexes.

Mahon Enterprises focuses on face to face sales and marketing through business to business, promotions, events and local areas to create a direct link between client and customer. For more information visit http://www.mahonenterprises.com