More Marketers to Target Men with Spring Cleaning Campaigns

Last month I mentioned the growing trend of marketers who are extending the spring cleaning season into the late summer when consumers may be closing up their summer homes or dropping kids at college with a full bag of dorm-​cleaning supplies. But who knew that over 50% of men regularly undertake spring cleaning? That’s just one of the findings of the 2010 National Spring Cleaning Survey conducted by the Soap and Detergent Association and it bodes well for marketers.

According to the survey, 65% of women and 54% of men regularly do some spring cleaning. Overall, women tend to spend more time on this task – up to 3 weeks. Men, on the other hand, get the job done in about 1 week. The primary reasons consumers take on spring cleaning are:

  • Remove clutter 36%
  • Thoroughly clean the house 27%
  • Remove triggers for asthma and allergies 21%
  • Reduce or prevent spread of illness 6%

Industry leaders such as Procter & Gamble and The Clorox Company spend between 9%-10% of revenues on advertising. And while these marketers are busy advertising to new demographic segments and in new seasons, the green cleaning supply sector of this market is also growing. A report  in Contracting Profits notes that up to 80% of building service contractors are now using green cleaning products.

Look for new marketing campaigns to increase on several fronts in the cleaning supply industry.
[Source: 2010 National Spring Cleaning Survey.  2010 Soap and Detergent Association. March 2010. Web 9 Apr. 2010; United States. Securities and Exchange commission. Procter & Gamble: 10‑K. 2010. Edgar Online. Web. Apr 7 2010; “Bragg, Nick. Environmentally Friendly Products Have Sales Reps Seeing Green.” Sanitary Maintenance. CleanLink​.com. March 2010. Web. 9 Apr. 2010 ] 

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.