Today, I spoke with Mark Tungate, who is a UK branding expert and author. In this interview he reveals very interesting research on how to market to men, as opposed to women. If you’re a man reading this, some things may surprise you. If you’re a woman, you will probably just laugh and agree with what Mark has to say.
Mark, how do you differentiate (besides the obvious) from the male and female brands when it comes to buying behavior?
Most men still dislike shopping, especially for clothes and skincare products. They do not consider it a form of entertainment. Men tend to be practical shoppers: they need a new raincoat, they go out and buy a new raincoat – and usually from the same place they got the last one. Say what you like about male consumers, but they are extremely loyal. If you keep on delivering quality, they’ll keep returning.
In fact, men are less interested in brand image than in performance. This is obviously true of cars and technology. But even when they buy an item of clothing, they want to know about the practical details: where was it made, how long will it last, is there enough room for their mobile phone, does it provide the right level of quality for the price…?
In terms of grooming products, they want to know about how they work from a scientific point of view. They like detail. With other products, men are interested in qualities like authenticity and consistency. Their main aim in life is to be respected – and above all, not to be seen buying anything that might make them look gullible or foolish. Brands know this and tend to tailor their communications accordingly.
Can you give us some background on the historical ideals of masculinity and how we can market to this group today?
Whoa, that’s a huge question – in fact, I managed to fill an entire book with the answer! But here’s something to think about: historical ideals of masculinity have always been different depending on what part of the world you come from.
For instance, it’s become clear to me that the European male has always been much more concerned with his appearance – and unashamed to be so – than the American male. The concept of the ‘dandy’ – that fragrant peacock with a fancy waistcoat and great hair – is very European. Think of the great dandies like Beau Brummell, Oscar Wilde and even David Bowie. Playing with concepts of gender and sexuality comes much more easily to us.
I would argue that the American male image is more rugged. Maybe it’s the pioneering, frontier spirit aesthetic. Look at Hollywood movies and you’re not going to find many dandies. But there are plenty of cowboys, soldiers, sportsmen and cops. Cross over to the Middle and Far East and you’ll find different archetypes again. Bodily cleanliness and purity become highly important: the rituals of bathing and grooming are linked to social status, cultural sophistication or spiritual purity.
Back here in the west, marketers have realized that men are beginning to reject the relatively recent idea that a concern for appearance is somehow suspect. The dandy is returning, in a more moderate guise. The ‘metrosexual’ was the first, rather obvious iteration of this development – clearly a marketing creation, but a step in the right direction. Now we have Jude Law in the Dunhill ads and Daniel Craig as a tough yet emotional Bond. By the way, it’s no coincidence that he wears Tom Ford – another modern dandy.
I‘ve always thought that it’s smarter to market to females instead of males because they have the decision power. Is this true or false?
It’s a tactic that many brands have adopted. Market research shows that our wives and girlfriends choose our fragrance and very often our clothes. Or at least, that they have the final say. But several new trends are now at work. First of all, men are staying single for longer, so men with a high disposable income don’t always have a long-term partner to make their decisions for them. And there are men who’ve realised that it’s OK to take matters into their own hands.
This is partly due to the explosion of male interest media: there are far more men’s magazines than there were 30 years ago. For example, Men’s Health is one of the most popular magazines in the world. Men have discovered that competing is not only about what you know, but how you look. So they are shopping for fashion more frequently and buying more products to keep their skin looking younger. They are also much more educated about health and diet, partly because they do not want to repeat the mistakes of their parents, who have often suffered because of smoking and a poor diet.
Can you describe the male consumer with 3-5 attributes?
Cautious, self-conscious, analytical, demanding and loyal.
What are your tips for marketing products to the male brand?
Well, I don’t have space to go into too many details, but here are a few teasers:
- Focus on functionality
- Confer status
- Ensure that quality exceeds expectations
- Service should be impeccable
- Don’t be afraid of humor
- A great soundtrack always helps
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Mark Tungate is a writer and lecturer on international marketing and branding. He is the author of several books, including the bestselling Fashion Brands: Branding Style from Armani to Zara (Kogan Page), now in its second hardback edition. His other books include Branded Male: Marketing to Men and Adland: A History of Advertising. Mark lectures on advertising and luxury branding and has developed a reputation for entertaining yet informative talks. He is Paris correspondent of the trends forecasting service WGSN and writes for publications in both the UK and France. He is also the co-host of a weekly French TV show about advertising creativity.
