Best of 2014: Marketers to Promote Men’s Grooming Products with Traditional and Digital Media Mix

Marketers have picked up on the fact that men of all ages are shopping in stores a lot more these days. While guys are putting bread and milk into the cart, they are also checking out grooming products according to The Acumen Report – Brand New Man published by Defy Media. In many cases, men have free rein to decide  which brand they will purchase, which means marketers should be targeting this audience.

Defy Media’s research was conducted by interviewing over 2,000 men between the ages of 18 and 49, either in person or online. Based on that research, analysts say online men become aware of new products and brands through the following sources:

  • Personal recommendations 41%
  • Advertising/​circulars/​mailers  41%
  • Internet (excluding social media) 32%
  • Tried at a friend’s house 32%
  • Brand that parents used 29%
  • Store employee 29%
  • Social media 27%
  • Online videos 24%

While men ages 18–34 learn about new brands through social media (32%) at a higher rate than their 35–49 year old counterparts (17%), they’ also more like to discover new products through traditional advertising (43%) than older men (38%).

Men are also taking the time to research grooming products. This research extends from price comparisons (51%), to reading packaging text (50%), to considering online reviews (33%). In these cases, younger men are again carrying out more research than older men.

Getting men to purchase and use the product is only the first step for marketers. The study shows that over half (58%) of men go on to recommend products they like to their friends. This includes sharing their opinions on social media (26%) and, more specifically, Twitter (19%).

If you're marketing men's grooming products, are you taking advantage of this audience behavior and engaging with users to build loyalty and referrals?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.