Dad Central Consulting Capabilities

www.DadCentralConsulting.com

engaging dads, building brands

  Specialize in Marke.ng to Dads

  Help companies develop meaningful conversa.ons, connec.ons, and communi.es with Dads

  Reach Dads and engage them in powerful word-‐of-‐mouth programs: Dad Ambassadors, viral marke.ng across social media plaBorms, geo-‐targeted events

  Dads take ac.on and recommend your brand, fueling brand awareness, engagement, product trial, and sales

  Work with over 200 na.onal brands

  Breadth of consul.ng services, including research and social media strategy and listening, for start-‐up and established brands

  Offices in US and Canada

Who We Are

www.DadCentralConsul.ng.com 2

In August 2010, Dad Central Consul.ng reached out to our Dad Community to find out how fatherhood has influenced their purchasing habits and whom they trust.

Over 700 Dads shared:

  97% feel being a Dad influences how they make purchase decisions.

  95% believe as a Dad their criteria for purchases is now influenced by the needs and interests of their family.

  90% see being a Dad as influencing whom they trust when seeking advice.

  84% of Dads now purchase a much broader set of consumer products than before becoming a parent.

  46% report being less likely to make impulse decision.

We Know Dads


  Men make up only 50% of the workforce

  70% of Dads consider themselves “Hands On Dads” and keep family first on list of priori.es

  75% of married Dads consider themselves equal partners

  Fathers spend 3.3 hours per workday with childcare, doubled over the last three decades

  3.4 million Dads give primary childcare while Mom works

  40% of men do at least half of household shopping, including kids’ clothing, school supplies, and educa.onal/ entertainment products

Meet the New “Hands On Dad”™


  Although not interested in browsing, Dads will do Internet research to minimize shopping .me

  Dads consume less family-‐oriented magazines or “lifestyle” media content

  Humor, fun, and play are important to Dads

  Dads like to be seen as “hero” to their kids, to make kids happy

  Dads make purchase decisions through “The Dad Lens”™

–  Family Automobile –  Family Finances –  Spor.ng equipment for kids

–  Family-‐friendly entertainment –  Family ac.vi.es –  Family travel –  Kid-‐friendly electronics, videogames, phones –  Groceries, Household items

Marketing to Today’s Dad


Dad Central Consulting Capabilities The following slides will take you through an overview of our core capabili8es:

  Research & Insights

  Strategic Consul.ng

  Social Media Strategy

  Dad Influencer Ac.va.on


Understand Your Dad Target:

 Measure and iden.fy how Dads discuss and interact with your brand or company via targeted surveys and private forums.

  Validate messaging with your target to refine campaigns before they hit the market.

Smart Scans:

 We poll our proprietary Dad Panel regularly for fast answers to your most important Dad-‐centered ques.ons. These surveys provide fresh, .mely, and ac.onable insights.

Research & Insight


On-‐Target Marke8ng Communica8ons:

 Develop targeted marke.ng communica.ons strategies.

  Posi.on or reposi.on brands to be relevant and engaged with Dads.

Corporate Partnerships:

  Iden.fy and nego.ate partnerships for like-‐minded brands targe.ng similar audiences by combining efforts into a larger integrated campaign resul.ng in a greater impact and engagement with Dads.

Business Development:

  Increase your chances of winning new business or driving exis.ng client business by engaging Dad Central Consul.ng in briefings and brainstorm sessions. Dad Central Consul.ng will provide a fully customized proposal, including strategic direc.on and suppor.ng research to back up the plan.

Strategic Consulting


Social Media/Online Strategy

  Create and ac.vate a social media strategy that gives your brand a strong presence and personalizes consumer interac.ons.

  Campaign ac.va.on using various social media plaBorms.

Social Media Listening

 Our propriety listening research tools look at what is being said about your brand and who’s doing the talking. A benchmark helps understand your brand’s current viral footprint and can prove as an effec.ve campaign measurement tool. Ongoing listening allows us to track trends and structure a strategic presence in social media for your brand.

Social Media Strategy


Dad Central Consul8ng can ac8vate word-‐of-‐mouth campaigns to grow Dad brand ambassadors – both online and offline – like no one else!

Dad Central Consul8ng Blog Tours & Blogger Engagements

 Ac.vate passionate Dad influencers who rank high in Google and other searches to build brand awareness via Blog Tours, Twiier and Micro-‐blogging.

Dad Central Consul8ng TwiLer Party

 Generate a real-‐.me conversa.on and high visibility on Twiier over a short period of .me.

Dad Central Consul8ng Test Drive Program

  Influen.al Dads test products or services and share candid feedback via a private community. In addi.on, selected bloggers will write online reviews.

Dad Influencer Activation


Who Are Our Influential Dads? 100 Dad Blog Roll and Growing

 Stay-‐at-‐home Dads  Published authors  Sports fans  Technology enthusiasts  Car buffs  Finance and money gurus  Educa.on professionals   and the list goes on…

Carefully Screened for:

 Ac.ve influence on Blogs, Twiier, Facebook, and Online Community  Wri.ng tone and style  Exper.se  Brand-‐friendly  Family-‐friendly


1,175 Followers

Featured Dad Blog Featured Blogger

Featured Blogger

10,000 Visitors

Featured Blogger

Featured Blogger

A Sample Dad Influencer in Action


48,000 Visitors

617 Friends

Mom Central Consul.ng, the parent company of Dad Central Consul.ng, has worked with over 200 na.onal brands to develop robust campaigns ac.va.ng influen.al bloggers. Dad Central Consul.ng was created to sa.sfy a growing ver.cal as many agencies and brands desire to engage in powerful rela.onships with influen.al Dads.

A Few of Our Clients


www.DadCentralConsul.ng.com | Facebook: Dad Central | Twiier: DadCentral

77 Chapel Street

Newton, MA 02458

[email protected]

617.244.3002

engaging dads, building brands