Friday, March 30, 2007

Daddy vs. Mommy sales effect

At the 2007 Youth Marketing Mega Event, two intriguing pieces of information made me crinkle my brow:

1. Wynne Tyree of Smarty Pants talked about DADS' influence on practically all the electronics purchases in the home.

2. The next morning Steve Knox of P&G's Tremor, shared a case history in which they tested a separate message to MOMS along with their normal "trend spreader" teens to sell an MP3 player.

The effect was to raise sales 300%--much higher than the 75% garnered by the teen message alone.

Assuming that Wynne is right (as I do), what's happening here? Are the Moms asking the Dads for advice? Cluing them in? Any theories?

Labels: , , , , , , ,