the new hands on dad modern media man (m3) summit

Stacy DeBroff

@MomCentral

John Porcaro

@DadCentral

The New “Hands On Dad”™

Huge Growth in the MomSphere…

www.DadCentralConsulting.com 2

The number of Mom Bloggers has grown exponentially over the past five years from less than 50 to millions.

Brands now spend over $500,000 on robust social media campaigns, where they tested the waters with $500.

The stage has been set for the rise of the new Dad Influencer…

Specialize in Marketing to Moms and Dads

Help companies develop meaningful conversations, connections, and communities with Moms and Dads

Reach Moms and Dads and engage them in powerful word-of-mouth programs: Ambassadors, viral marketing across social media platforms, geo-targeted events

Moms and Dads take action and recommend your brand, fueling brand awareness, engagement, product trial, and sales

Work with over 200 national brands

Breadth of consulting services, including research and social media strategy and listening, for start-up and established brands

Offices in US and Canada

Who We Are


But First – What is Influencer Marketing in Action


The Best In the World: Oprah

She Recommends a Product and People Embrace it


It Doesn’t Matter the Platform She’s On


Do you even know what network her TV show airs on?

Her Passion Translates into Millions in Sales


Mom and Dad Influencers Operate as a Microcosm of Oprah


Nashville eZineAlexa Rank: 758,438

3,143 Followers

4,432,934 VisitorsAlexa Rank: 334,256

Facebook Group607 Members

634,403 VisitorsAlexa Rank: 1,089,037

399 Friends

Alexa Rank: 125,575

Alexa Rank: 49,673

Alexa Rank: 103,265

Nashville NewspaperAlexa Rank: 66,483

Featured Mom BlogAlexa Rank: 4,073

How Does Lindsay Ferrier Reach Moms?


Brands Recognize the Value of Influencer Marketing


Meet the First Dad Influencer: Paul Revere


The British are coming!!!

End Result: An Accelerated Market for Dads


Influencer Marketing in Use: The Xbox Case Study


Not just “teenagers” playing videogames– Average age: 34

Not only guys– 60% male, 40% female

Not just playing violent videogames– 60% of videogames sold

are rated EC, E, or E10+ Not just playing alone

– Half of parents in America play videogames with theirchildren at least once a week

There is no “one kind of gamer.”

Who Are The Gamers?


Find the Influencers


Provide Something Worth Talking About


Inside Access


Turn Influencers into Brand Ambassadors


Get Involved Locally


Dad Influencers On the Rise


Lots of free time with friends

Wife, One kid, and a Dinosaur

Long day, tedious work

Dads Defined: The Past


http://www.youtube.com/watch?v=2PPf3aaZmUw&feature=related

Working in the Office 9-5 Responsible Family Automobile

Wife, Two Kids, a Dog(and a robot nanny)

Dads Defined: The Future

Relaxing at Home www.DadCentralConsulting.com 24

http://www.youtube.com/watch?v=2qcMjG1KL2Q

August 2010 study by Dad Central Consulting

Over 700 members of the Dad Central Consulting Testing Panel with children at home under the age of 18

Who Are Today’s Dads?


97% feel being a Dad influences how they make purchase decisions.

95% believe their criteria for purchases now gets influenced by the needs and interests of their family.

90% say being a Dad influences whom they trust when seeking advice.

84% of Dads now purchase a much broader set of consumer products than before becoming a parent.

46% report being less likely to make impulse decision.

The “Hands On Dad”™


Dad Lens

GamesGroceries

Dad & Me Lens

Home EntertainmentAuto

Major Household Products

Me Lens

OutdoorHome ComputingSporting Events

Financial Services

80% of Dads feel they make purchases through a “Dad Lens.”™

The “Dad Lens”™ Influences Purchases


Who Dads Trust Most for AdviceWhen asked to rank who they trust the most

for advice about family purchases, an overwhelming number of Dads (88%) said they trusted their wife, spouse, or partner the most (top 3).

Other Dads

Other Moms

My Siblings

My Children

My Friends

Parents

Wife/Spouse/Partner

18%

18%

27%

29%

35%

51%

88%


Who Dads Trust MostDads trust different sources of information depending on what they are purchasing,Household: Wife/Spouse/Partner,

Parents, Product Ratings & Recommendations.

Sports: Other Dads, FriendsTechnology: Other Dads, Product

Ratings & Recommendations, Magazine articles, Friends

Auto: Other DadsGames: Their ChildrenAppliances: Wife/Spouse/PartnerFinance: Wife/Spouse/Partner,

ParentsGifts: Wife/Spouse/Partner, Moms


Advice about their children

Purchasing advice for household items

Purchasing advice for children

68%

69%

74%

Dads Trust Other DadsDads trust other Dads for first-hand advice when it comes to parenting their children and purchase decisions for their family and household items.

Dads also trust other Dads more than any other source of information for advice when purchasing in the fields of sports, technology and auto.

Auto

Technology

Sports

45%

49%

57%


How Dads Connect with Other DadsDads connect with fellow Dads through a variety of ways both offline and online.

80% of Dads say they most commonly connect through one-on-one conversations:

Online community sites

School/daycare drop-off/pick-up

School/daycare activities with my children

Hanging out without the children

Facebook

Activities with my children

Email

My work

One-on-one conversations

17%

22%

27%

43%

58%

61%

63%

68%

80%


Football Cleats TV Cell phone Soccer equipment Rechargeable Battery for Cell

Phone Martial Arts Classes Videogames Minivan GPS Car Seat Baby Food Nerf toy guns Daybed for my daughter Lawn Mower Family Vacation

Pull-behind camper Videogame console Lawn fertilizer Baby monitor Bike for my daughter Tools Baby swing Computer Organic veggies BB Gun A movie on DVD Tickets to a sports event Diapers Golf Clubs An iPod Touch Probiotics

Dads’ Purchases After Consulting Other Dads


Q1: How has being a Dad changed your life? Less leisure time, time and money focus on family, just about everything…

Q2: What influenced purchases before?Wants, desires, friends, impulse…

Q3: What influences purchases now?Family needs, children, spouse, budget…

Q4: Where do you go for advice?Wife, family, Internet, reviews, other Dads…

Q5: How do you connect with other Dads?Online, at games, school events, church…

Q6: What was the last purchase you made after consulting another parent?Car seat, Xbox, swing set, sheetrock, bike, laptop, beer, camera, table saw, diapers…

#PowerOfDadsOne hour: Aug 25, 12-1 PM EDT1,500+ Tweets100,454 followers reached1.6 million impressions

Power of Dads Twitter Meetup

Power of Dads Twitter Meetup


1,175 Followers

Featured Dad BlogFeatured Blogger

Featured Blogger

10,000 Visitors

Featured Blogger

Featured Blogger

Whit Honea in Action


48,000 Visitors

617 Friends

http://momcentral.com/

Jason Bean in Action: Gatorade


Muskrat in Action: Ralph Lauren



The Emergent Dad Influencer

Key Takeaways


Market has been proven by Mom Influencers

Brands have embraced Influencer marketing

A new Hands on Dad™ has emerged and shifted perceptions through the Dad Lens™

Dads are Influencers with strong audiences and reach

We are at the start of an exciting, dynamic and nascent influencer vertical

We look forward to working with you in the future. Thank you for

coming out this morning and listening to our presentation.

The Mom & Dad Central Team

www.DadCentralConsulting.com | Facebook: Dad Central | Twitter: DadCentral

77 Chapel StreetNewton, MA 02458

[email protected]

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