Flowers for all

Marketing to Men

Men and women demand equality in everything, from jobs to household duties; yet floral marketers still disregard men as a primary target for their product. There are many studies on the gender differences in marketing focusing on habits and preferences as well as gender stereotypes. While gender roles are blurred, society and cultural influence still come into play.

Direct messages: Men prefer direct messages, suggestive humor, and competitive activities. When using emotional marketing for men to purchase flowers for themselves, make sure you are tapping into the right emotion for the age group, i.e. mental wellbeing, pride, courage etc. When recommending flowers as a gift to men from women use visuals and emotional content connected to real-life activities.

The hunt: Men prefer to buy brands or well-known products without paying much attention to the cost because of the quality promise. Put your branded floral products front and center to grab men’s attention. Women prefer to compare various offers to get the same (or comparable) product for a lower price.

Information overload: Men prefer fewer details, fewer steps, and a clear description when purchasing. Online, men want to get to the desired destination through key elements and simple navigation. Emotions and tactile experience play a larger role in the decision-making process for women. Online navigation should be intuitive and filled with details. In general women aren’t as trusting of information on websites as men.

Surfing the Web: Men prefer to surf the web for a solution. Emails aren’t as effective in reaching men. This makes your social and web strategy extremely important to capture the male audience. Women value a personal approach and pay considerable attention to their inboxes. This means newsletters will perform better with a female audience than with a male audience.

Late adopters: It is hard to convince men to buy something new and unknown to them but not impossible. Just look at the male cosmetic industry! Once you  capture the male consumer, they buy items more often. Women like to try out new products. This is an opportunity to market new floral product to women to buy for men.

Intuition and deduction: Men hate scrolling their news feeds and make decisions based on intuition and deduction. Your web strategy must be compelling and creative to quickly capture their attention. Females check out brands and companies’ accounts
more often.

Shopping experience: Men prefer good parking accessibility and store inventory. Merchandising is critical to the male shopper. Women prefer sales staffs that are courteous and knowledgeable.

Results: Men tend to think about the outcome first. While buying a product, they don’t think about the process but rather the result. Women like the process of choosing the product and using the product making the shopping experience very important to them.

Forty-eight percent of male respondents would feel appreciated if they were given flowers, while 45% said they would feel loved