In last week’s Super Bowl Ad-Stravaganza Recap, Layla Revis and Nikki Copas shared thoughts on ads from Teleflora and H&M and touched upon an interesting marketing trend: Marketing to Men through Women or vice-versa. Regardless of your opinion of the ads’ content and tact, the marketing approach is worth reflection.
Marketing products FOR women does not necessarily mean marketing products TO women. Strategies like these usually pop up around Valentine’s Day, Mother’s Day and other times when significant others are tasked with purchasing items for one another. Think Kay Jewelers or Zales ads.
Last Sunday’s commercials from H&M and Teleflora tell men “what women want.” If you want to be in the good graces of women, you should either wear underwear like David Beckham or buy flowers for Valentine’s Day.
Teleflora targets men directly, while H&M appeals more to a female audience. However, if all goes according to plan, the end result is the same: a purchase.
Teleflora is more overt in their targeting of males, blatantly telling men they should purchase this item and their significant other will act like Adriana Lima. On the other hand, H&M takes a more surreptitious approach by appealing to women.
Knowing a barely clothed David Beckham, a multi-time Sexiest Man Alive, would incite near riotous reactions in the female community, H&M allows the ensuing fanfare to speak on the brand’s behalf. This type of marketing grows stronger as time passes.
While the ad does not appeal to all males directly, a man may be more inclined to dress the part when he sees his significant other or female friend swooning over Beckham. Some women with high hopes may even purchase a pair for their husband or boyfriend on their own.
Is this a smart strategy? Time will tell, but let us know your own thoughts in the comment section. Men, will you be sending flowers this Valentine’s Day? Ladies, have you already made a trip to H&M for the hubby?