Daddy vs. Mommy sales effect
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?