Marketing to the Male Consumer: Tips from Tim Samuels

At the June edition of Dandy Clash, we were lucky enough to meet Tim Samuels, guest speaker and author of the must-read novel, Who Stole My Spear. Paws full of questions, we caught up with him and asked for tips on marketing to the male consumer.

"Forgive men, if at times, we’re a little unsure of our footing.” That, ecommerce friends, is a quote from Who Stole My Spear and it really highlights one of the book's main points; the world has changed and man is living a very different life to that of his ancestors, but in body, he remains the same... the same as the caveman who spent his days outside, hunting for food and fighting for survival. In the last twenty years, hunter-gatherer behaviour has been replaced with household chores, juggling work and family life, being more 'in touch' with feelings, and a whole load of pressure to live up to the media's portrayal of 'the perfect man'...

The issues that occur because of this seismic shift are all too often ignored, misunderstood or ridiculed. And, I'm sad to say it, but the world of marketing is often guilty of 'encouraging' such behaviour. In his book, Tim asks the question, “who can tell whether any given behaviour at home or work today comes from a man or woman?”. And that's a great question... who can tell? So why, in this day and age, are so many brands relying on outdated stereotypes when marketing to the male consumer?

Marketing to the male consumer: 3 must-read tips Feeling inspired, we got in touch with Tim after Dandy Clash and asked him to share his top three tips for marketers and ecommerce professionals targeting the male demographic. Here's what he had to say...

Tip 1: Don't treat men as idiots

Alright, this seems logical, but it does still happen.

“We do know how to load a dishwasher and look after a baby without causing Armageddon”, Tim told us. “Hackneyed adverts treating men as useless oafs who shouldn’t be let within 100 metres of a domestic appliance are about as valid and cutting edge as saying a woman belongs in the kitchen. We don’t just know our way around the kitchen - or moisturising counter; we also do a pretty good line in complex emotional awareness these days.”

Tip 2: Target the right 'micro-tribe' of men

“Men are no longer the big amorphous blocks they once were - bound together by class, unions, jobs for life. We have splintered into a thousand ‘micro tribes' - each with its own identity and aspirations… sometimes having more in common with a tribe on the other side of the Atlantic than a mile down the road”, Tim stated.

His marketing must-do? “Pick your tribe - get under its skin - see what fills its heart and head”.

Tip 3: Remember: men are still men

As well as all of the above, Tim stressed how important it was to remember that you're still targeting men - not women in men’s clothing. “However much we’re living lives so different to our fathers and pretty much all our ancestors, we’re still walking around in those hunter-gatherer bodies - and hundreds of thousands of years of conditioning doesn't disappear overnight. This means that there are core aspirations - like taking meaning from productivity or a yearning for that sense of belonging - that are common to men of all backgrounds. The smart money is how to tap into those age-old aspirations in modern ways. Shout if you need a manly hand!”

And there you go, ecommerce friends – three tips to help you reach out to your male audience more effectively.

Curious to know more? Grab yourself a copy of Who Stole My Spear. It's a great read - insightful, thought-provoking and humorous. Head on over to Amazon (or try Google Play Books or iBooks if you're reading this while commuting and need a copy asap...). Happy reading!