While reading Real Women Watch Football, the biggest thing that jumped out at me was the statistic that women control 2/3 of the disposable income and influence 88% of all purchases (Kanner, 2004). If women really control that much of the income, then why do commercials during sporting events not only ignore the female market, but at times upset them.
For instance, this years Superbowl had an add for GoDaddy that turned off most female consumers. It showed a very attractive female kissing a nerdy look male. Why would a company that hosts websites want to try so hard to attract a male market at the risk of alienating the females? Especially if women really have as much buying power and influence as the article says, I would make sure I did everything possible to at least remain neutral to females of you aren't targeting them directly.
Women are already a proven presence in the economic world, and are rapidly becoming a more prominent presence in the world of sports. It will soon be our job as Sport Managers to ensure that women's needs are addressed and capitalized on.
Andrew,
ReplyDeleteI agree with your take on the commercial aspect of the Super Bowl and how GoDaddy.com commercials are not targeting the female audience at all. Although GoDaddy.com is a place to get a website started, it is not like males are the only people in the world to do so but I also wonder with the name itself, GoDaddy.com, is already a male-targeting campaign with its website name, which makes me wonder why that is.
-Jeff Kravetz
Andrew,
ReplyDeleteI was really suprised by that statistic as well, I never really thought about how much power females have with disposable income. I think with GoDaddy releasing that ad during the Super Bowl really really hurt there chances of ever getting female clients. When I think about it to it seems like to me that more women seem to start websites then men. I'm really curious to see what the affect is going to be on GoDaddy following the Super Bowl ad.
-John Ruppert
Andrew,
ReplyDeleteNow don't judge me for this, but I thought GoDaddy.com was a porn site. All of their commercials include attractive females in tight clothing. The GoDaddy.com commercial with Danica Patrick getting pulled over by a female officer ends by saying "See what happens next." So I was a little confused as to what the site actually was. Now that I realize it's not a porn site, I don't really understand what their commercials are trying to accomplish. You make a very good point that the site really is not targeted towards women. Even the site name, GoDaddy.com, does not sound like an appealing website that I want to go visit.
-Erin Scott
To All,
ReplyDeleteAs all of you, I agree that Godaddy.com does not seem to appeal to women very much. Also Andrew, you are completely right when you discussed how we will one day have to address women’s needs as Sport Managers. The population of women in sport is growing everyday and does not seem to be slowing down anytime soon, which is great for sport, because it gives sport organizations another audience they can target.
As it relates to what will happen to Godaddy.com, I have an answer. The Huffington Post recently had an online article discussing the results of the Godaddy.com “Perfect Match” commercial:
On Tuesday, GoDaddy revealed that the Monday following the Super Bowl was the biggest sales day in the history of the company.
Via Mashable:
Hosting sales jumped 45%.
Dot-com domain sales rose 40%.
New mobile customers increased by 35%.
The company added 10,000 customers in total. (“GoDaddy super bowl”, para. 3, 2013)
As one can see, the commercial actually helped out the company immediately. There is however a downside to the commercial though. Toward the end of the article it was stated USA Today panelist, “rated the ad a merely 3.30 out of 10” (“GoDaddy super bowl”, para. 9, 2013). It will be interesting to see if this affects GoDaddy in the long term.
-Tyler Jester
Here is my reference for the article I mentioned:
ReplyDeleteGodaddy super bowl nerd kiss ad boosts company to biggest sales day ever: Report.(2013, February 05). Huffington post.Retrieved from http://www.huffingtonpost.com/2013/02/05/go-daddy-superbowl-
nerd-kiss-ad-biggest-sales-day-ever_n_2623541.html
-Tyler Jester
Andrew,
ReplyDeleteI agree with you 100 percent. It baffles me that marketers can get away with using women as eye candy and upsetting them, especially when they have control over so much money. One commercial in the past that really surprised me was by Dr. Pepper Zero I believe. The ad campaign was entirely based off of a slogan stating, "It's not for women". This came as a complete shock the first time I saw it. I know plenty of women who enjoy Dr. Pepper and who were very upset with these commercials; one in fact switched her beverage of choice. I think that this goes to show that consumers and viewers do have very real reactions to certain advertisements, and that advertisers should be more sensitive to touchy subjects.
-Hunter Haas
Andrew,
ReplyDeleteI was actually really surprised with that statistic as well. The commercial that GoDaddy.Com posted during the Super Bowl was actually pretty disturbing in my case. I really didn’t care for the commercial and just don’t understand why they would want to make that type of commercial and air it on national television. With all the other commercials they have put on TV I really don’t understand what their point is and what message they are trying to give the viewers who see the commercials. You made some good points in your blog this week. I just personally think GoDaddy.Com is a horrible name for a website for a place to get a website started. I know I wouldn't want to go to it for help on getting a website started.
-Lindsey Landversicht