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BroCon: Bros Marketing Bros

Posted by Abe Sauer on November 4, 2011 04:02 PM

The first thing you need to know about the third annual BroCon Summit (Oct. 28 in New York) is that it was hosted by the GuyRilla Marketing (get it?) Group.

Moderated by ESPN, BroCon 2012 featured marketing executives from Nike, the NBA, NHL, NFL, Microsoft, EA, and Maxim magazine discussing the latest trends in "Marketing to Men."

The after-party was held at The Russian Tea Room. Did we say Russian Tea Room? We meant Hooters. The after-party was held at Hooters.

Though it may have been satirically full of testosterone, the annual BroCon machismo marketing fest makes a point that the "guy market" is worth billions of dollars. GuyRilla whips some of it out for a measurement:

    •    66% of YouTube’s audience is made up of the Guy market.
    •    94% call themselves sports fans.
    •    59% notice online ads, and 47% have purchased as a result of an online ad.
    •    51% want opt-in shopping alerts on their cell phones.

And no, the answer to every question about bro marketing is not "boobs."

For example, BroCon examined how the NHL is trying to grow its market beyond just numbers, to include "tribalism."

While there remains a place for breasts in bro marketing, BroCon aimed to help bro marketing evolve, if only a bit, past "Neanderthal." (Did we mention the after-party was at Hooters?)

The event came just a day before it was revealed that GOP presidential hopeful Herman Cain had settled lawsuits in his past life as a lobbyist for the restaurant industry for sexual harassment. A few days later, The Atlantic magazine asked, "Are TV Ads Getting More Sexist?" Its conclusion: "A post-sexist age of advertising might be elusive. But it counts as a small victory, if not cause to throw a parade, that we've reached this moment, just a few decades after it was fashionable to scream at women for making bad coffee and not even pretend to feel wrong about it."

So market on bros, market on.
 
For those who missed it, the Twitter tag #brocon may provide some highlights. And the BroCon conversation continues online.

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