It’s that time of year again . . . June brings us both Father’s Day and graduations. You’ve probably heard some clever advertiser jump on the “dads and grads” marketing bandwagon to grab your attention.
Honestly, this is a big pet peeve of mine when it comes to marketing. Aside from a rhyme, how smart is it to lump the two groups together? Effective marketing is supposed to be targeted. You’ve researched your customers and/or target audience, you’ve analyzed the demographics and sociographics, and you’ve somehow concluded that dads = grads and it’s smart to market to both simultaneously. Really?!?
I’m a dad, but I doubt I have a ton in common with the class of 2012 when it comes to demographics and sociographics. You don’t need to be a market research guru to come to that conclusion.
Most college graduations occur in May, but you don’t see marketers lumping them with Mother’s Day. Why not? June is an extremely popular month for weddings, but you don’t see marketers lumping brides or grooms with dads. Why not?
It’s a safe assumption that there’s a demographic/sociographic discrepancy between each of the aforementioned groups. Therefore, I can assume the reason dads and grads are linked is simply because they rhyme. How pathetic is that?!
Don’t you think recent graduates want their own moment in the spotlight after years of hard work? As a dad, I’m a little insulted that the significance of Father’s Day is muted by the inclusion of graduates. Aren’t we deserving of sole attention from marketers? And while I’m on my marketing pet peeve soap box, not all dads are bumbling, clueless and lazy. Come on marketers, you’re better than that! “Dads and grads” is not creative, original or effective; it’s lazy.
I’d especially like to hear from fellow dads out there. Am I off-base with this or do you feel similarly? What’s your biggest complaint with how dads are portrayed in advertising?