Advertising to men falls into more than the two cliched columns of the Metrosexual (fashion and 'product' obsessed) and the Retrosexual (sports and beer obsessed) -- the cliches only account for about %5 of the male population on the extreme edges of the spectrum. Here's how you reach the rest.
The best ideas from the article?
- Appeal to their inner-geek
Think Dyson vacuums and Bugaboo's new stroller - Allow for Advertiser-Activism
Today's males want to interact with their brands -- Just look at all the parody ads on YouTube - Not just Quick-Buyers -- They are Browsers
Men under 35 shop more like their sisters than their grandfathers - Provide Content Camouflage
Men's Health, Stuff, and Maxim -- all male mags, BUT -- two in every five pages pitch products. They are masks for men to shop without opening themselves to ridicule from their beer-buddies - Make 'em Comfortable
Most men might feel a bit out of place at salons and unisex spas -- but add alcohol and ESPN while they wait in queue for their pedicures and manicures, call it a "Grooming Lounge", and you just might have a $4-million dollar business like Washington DC's Michael Gilman and Pirooz Sarshar
