Dads Use 'Dad Lens' to Make Family Purchases

NEWTON, Mass., Sept. 7 /PRNewswire/ -- Mom Central Consulting, the leading social media marketing agency to Moms, today announced the creation of Dad Central Consulting, expanding its parent influencer marketing model beyond the Mom demographic.  Accompanying the launch, Dad Central Consulting published seminal research results describing the new "Hands-on Dad™". This research confirms Dads are more involved with making household purchases, and make many decisions through a "Dad Lens™" which is significantly different than before becoming a Dad. Dads also turn to "influential" Dads for advice.  The August 2010 study of 700 Dads showcases the organization's ability to understand, speak to, and connect with Dads.  The research will be presented at the plenary session of M3 (Modern Media Man Summit) later this week.  

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Because of the growing influence of Dads in making family purchases, this new division creates a way to satisfy requests to reach the Dad market from the broad set of 200 current brands that have worked with Mom Central Consulting.

"We recognize that Dads play an increasingly important role in family purchase decisions. Whether the prevalence of dual-income families where both parents take an equal role in raising their children, the growth of single fathers raising children, or the active involvement in roles traditionally held by Moms, the influence of Dads has never been greater.  Just like Moms, Dads turn to their friends for support, and to influential Dads online for parenting ideas, product suggestions, and trusted advice," commented Mom Central CEO and founder Stacy DeBroff.

Key findings from the Dad Central Consulting survey of over 700 Dads revealed:

• 77%  - being a Dad significantly influences how I make decisions
• 82%  - being a Dad influences who I trust when I seek advice
• 92%  - I make purchases through a Dad Lens™
• 68%  - my purchasing is influenced by the needs and interests of my family
• 56%  - report making more purchasing decisions than before becoming a Dad
• 67%  - trust other Dads more than TV or print advertising, or articles
• Dads connect with other Dads mainly through one-on-one conversations, work, Facebook, and email

Dad Central Consulting moves forward this September led by Managing Director, John Porcaro, with an involved and energetic community of Dad bloggers and brand marketing campaigns.  For more details on the research click here. Visit www.dadcentralconsulting.com, contact [email protected], or call 617-244-3002 for more information.  

For Media Inquiries Contact Erica Gatlin, [email protected], or call 617-244-3002.

About Mom Central and Dad Central Consulting

Mom Central Consulting, the leading social media consultants reaching Moms, works with over 200 national brands to reach, influence and activate Moms in powerful word of mouth programs.  Mom Central helps companies build meaningful conversations, connections and communities in the Mom market, and most recently in the Dad market. The Boston company founded by "parenting guru" Stacy DeBroff provides brands and agencies with powerful influence programs  to successfully market to Moms, and now Dads. To find out how brands can effectively utilize these insights, use the old fashioned approach and let's talk:  contact CEO, Stacy DeBroff, at 617-244-3002 or [email protected], or visit www.momcentralconsulting.com.  Or [email protected] or www.dadcentralconsulting.com.

SOURCE Mom Central Consulting