Most people think it’s strange that my husband Dan has more hair and face products than I do. Or that his sneaker collection far exceeds mine (by at least eight pair!).
Dan, after all, is a manly man. A guy’s guy. However, he also loves to shop. Online or in-store, doesn’t matter. And apparently, he’s not alone.
A recent study by uSamp found that more men than women are using mobile devices to shop. Specifically, 45% of men versus 34% of women, from a statistical sample size survey of 1,100. In general, it’s a fact that more men are shopping for everything from groceries to anti-aging face creams.
This is important to note, as manufacturers and retailers should keep in mind the many traditional and digital radio properties that have a predominantly male audience.
Cost effective, SiriusXM channels like Howard 100, ESPN or CNN make it easy to sustain a campaign with messaging targeted specifically to the male shopper.
Using Sports/Talk stations exclusively in local-markets that are key to a campaign’s success allows you to keep the cost of the buy down, while testing the effectiveness of your creative and offer.
So, be sure to have an easy-to-remember URL. You should even consider using different URLs for each radio property used to test the creative and how it works in a given market or on a specific format. This will make back-end campaign analysis a breeze and allow you to optimize Phase Two.
For more information on the uSamp study go to: http://ow.ly/e7JIK
Barbra Tabnick is a Senior Marketing Strategist at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the RSS link above. Visit our website TheRadioAgency.com