johnporcaro: mktg@large

Top Ten Reasons to Gear Up for Halloween

I’m not quite sure why, but Halloween is one of the biggest holidays we decorate for, get ready for, have boxes of decorations for, and seem to enjoy as a family. 

Maybe it’s that it’s been so long since a “proper” holiday, the kind that people decorate for.  Can’t recall putting up decorations for Labor Day or Columbus Day.  So the second the calendar turns to October, the boxes come out.

We have nearly as many boxes of Halloween decorations as we do Christmas decorations. And despite our recent effort to stay far, far away from the producers of “Hoarders,” we have enough to make our house look like the set for The Haunted Mansion.

We have some pretty set traditions around Halloween, that make it something that ties us all together as a family—so it’s always really pleasant and exciting for the kids. 

So for your reading pleasure, I present (in no particular order),

The Top Ten Reasons to Gear Up for Halloween

1. Visiting the Pumpkin Patch.  We haven’t gone this year yet, but we will soon.  We love picking out a few pumpkins, wandering around in the hay mazes, getting all muddy and cold and having hot apple cider before we leave. 

 

 

2. Picking apples.  We’ve only been a couple of times, but it’s something the kids enjoy.  And we eat a LOT of apples around our place.  It seems to be everyone’s favorite late night snack.  Especially Dad’s.

 

 

3. Decorating the House. Dragging the boxes from the attic and remembering all the funky stuff we’ve accumulated over the years.  The door knocker with the creepy music.  The hand that walks by itself.  The cat whose head spins around and around.  And the “Halloween Tree” that holds the Jack Skellington ornaments.  Strange how spider webs and creepy music seem to be acceptable one month of the year…

 

4. Picking out a costume.  We always plan on using our “costume box,” but usually end up buying costumes at Target or the overpriced Party store. But the joy it brings when your child get just the right costume—it’s (almost) worth the $40 for the cheap cloth and plastic that (hopefully) lasts one night.

 

 

5. Decorating Pumpkins.  Each year, the tools get better, and the pumpkins get more elaborate.  I can't wait to see what we come up with this year!

 

 

6. The “Microsoft Halloween Party.”  This year will be the first year my kids haven’t gone to the Microsoft Halloween Party.  Every building decorates, most people put candy outside their office doors, and my kids (usually accompanied by a friend) make out like bandits, filling a bag with candy.  With small offices or cubicles all offering candy, and none of the “trick-or-treat” begging, they can get 200 small candy bars in an hour or two.  Despite that, they always want to go out to the parties that happen later, and then Trick or Treating. 

 

7. Planning or attending a party with friends.  I’m not sure if it’s because trick or treating is becoming out of fashion, or that Halloween is becoming more and more social—whatever the reason, there always seems to be one or two friends who really go all out to decorate, and act as a home base for trick or treating.  We’ve been the host family, and we’ve been guests.  Either way, having a place to meet, before or after going out with the kids is a fun thing to do on Halloween night.

 

8. Visiting Haunted Houses.  They get less and less scary every year, at least that's what my kids tell me.  What is it that makes us want to be scared, puposefully?  I never really did like haunted houses, so the ones we've been to have been pretty tame. 

 

 

9. Trick or Treating. Even though this may be one of the last years for the older kids, being “pre-teens” hasn’t slowed them down in their desire to traipse around in the dark, visiting one of the popular neighborhoods with lots of houses.  

 

 

SIDEBAR: Why is is that on one night of the year, we encourage our kids to do most of the things we spend the rest of the year telling them to avoid? 

A) Going out in the night and wandering up and down the street.
B) Going to strangers houses and demanding candy (actually threatening a trick without a treat!)
C) Taking candy from strangers
D) Eating their body weight in fat and carbs

 

10. Gorging on candy for the first few days of November.  There’s always the promise that it’ll all last until Thanksgiving, but by November 3, only the hard candy at the bottom of the bag is left. 

 

 

Ah, Halloween. 

Disclosure: I wrote this post while participating in a blog campaign by Dad Central Consulting and they sent me a gift card to thank me for taking the time to participate.

M3 Dad Central Consulting Presentation

A few of you have asked for our presentation at M3, so here's a link to our Slideshare.  

The New Hands On Dad Modern Media Man (M3) Summit

View more presentations from Dad Central Consulting.

New Study: Dads Use “Dad Lens” to Make Family Purchases

Today, we sent a press release of the official results of an indepth study we did a few weeks ago, as well as formally announcing the creation of Dad Central Consulting. 

We searched quite a bit online for recent research about the purchasing habits of Dads, and found very little that was current. Because we have access to a huge research panel at Mom Central, we were able to put the call out for participation from Dads, and were able to get several hundred responses overnight. Thanks to all those that helped by completing the survey, or forwarding the survey link to your friends!

Stacy and I will be presenting the complete study this Saturday, at M3, the "Modern Media Man" Summit in Atlanta.  In the meantime, you can check out the research by filling out a quick form to have a link to the published study sent to you. 

Here are a few of my favorite parts from the survey of over 700 Dads with kids under 18 at home:

• 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

Some more interesting facts in the study, I hope you'll check it out!  If you have any questions, let me know. 

Join Dad Central Thursday for a "Twitter Party"

What the heck is a Twitter Party?  Twitter Meetup?  Tweetup?  Glad you asked!

We've been doing some heavy-duty research here on how being a Dad changes the things guys care about, what they buy, whom they trust, that kind of thing.  We just got the results back (Thank You to all that participated!), and we'll be publishing the results shortly.

We wanted to follow up with a more interactive forum, so we'll all be meeting up online this Thursday, on Twitter, to talk a bit more and to get some advice from the real experts, you Dads.

Here's how it works: Log into Twitter (create a free account if you don't have one), and do a search for the hashtag "#PowerOfDads".  I'll be there, along with several others from the Dad Central and Mom Central team, to ask questions and get your feedback.  We want Dads to join, but Moms are welcome to cheer on the Dads, and give opinions of their own, too.

Here's what makes it even more fun.  Every 10 minutes or so, we'll give away one of six $50 American Express gift certficates to someone participating.  Heck, couldn't be much easier than that, right?

Make it a point to join in, for a few minutes, or for the whole hour. No RSVP required...

Here are the details:

What: Dad Central Consulting "Power of Dads" Twitter Party
When: Thursday, August 26th from 12-1pm EST
Why: To discuss how becoming a Dad has influenced what you buy, why you buy it and who you trust for advice. You'll also be entered to win one of six $50 AMEX gift cards.
Hashtag: #PowerofDads
Hosts: @MomCentral & @DadCentral

Talk to you Thursday!

The New American Dad

Kat at Maternal Journal pointed to an article in Parenting Magazine called "The Responsibilities and Expectations of the New American Dad."

Paul Scott writes that Fathers are expected to do more than ever. And he goes on to show how things have changed for Dads over the years.

Most of us know that parenting really involves both parents, whenever that's possible.  Today's environment makes having a full-time, stay-at-home mom less feasible, and in a lot of cases, impossible.  If you combine that with a new generation that rejects the old stereotypes of traditional roles, everything has changed.

Some recent statistics might surprise you:

• Fathers are the primary caregiver for about one out of every four preschool-age children, according to the US Census Bureau.
• 80% of women and 70% of men hope to create a home where both partners pitch in equally.
• Men have doubled the housework from 1960, from 15% to 30%.
• Husbands spend an average of 23 hours a week doing housework (compared to 42 hours by wives)

Marketers need to realize that the "traditional" roles of the 50's and 60's have changed. Not only are market dynamics forcing more men out of 9-5 jobs, more women are (deservingly) excelling in careers. And even though the numbers of stay-at-home-dads is relatively small, the fact that today's Dad is more involved can't be denied.

As a Dad of four, I represent those that want to be much more involved in my kids' lives. Since my kids were born, I spent significantly more time with my them than I did with friends, co-workers,or  even my wife. And even though my wife was a "stay-at-home-Mom," I did most of the grocery shopping, laundry, and a good deal of shuttling kids to soccer or volleyball practice.

Marketers need to realize that the old ways of marketing just don't work, or if they do, they won't for long. It's the main reason I left a 20-year career at Microsoft to join Mom Central, to create a division focused on marketing to Dads.

Dads can't be ignored. Except on Saturdays during NCAA football, then, go ahead and ignore us.... ;)

Beat the Heat: How Do You Keep Your Kids Safe When It's Hot Outside?

Leslie Bonci, Director of Sports Nutrition at the UPMC Center for Sports Medicine and a nutrition consultant joined us today on Twitter to discuss how you can help your kids beat the heat. And today, Gatorade (client) will donate $1 to charities for every download of the Heat Safety Kit.

Making sure kids stay hydrated, especially during outdoor sports where it's warm, and dry, can cause serious problems.

Last summer, my son complained about feeling dizzy and even started slurring his speech during a soccer tournament during a rare, very hot day in Seattle.  He had on a full-length goalie jersey and goalie pants, plus goalie gloves.  We tried to make sure he was hydrated, but we probably didn't do enough to prepare.

Some great suggestions from the Twitter meetup:

• Get plenty of rest the night before @grantquonce
• Hydrate, with protein too, before the activity.  Don't forget to stretch. @mom4everandever
• Make sure uniforms aren't too tight fitting, and light colors help. @WildOrchids09
• Bring cold fruit, orange slices, grapes.  @CleverGayle @sethandshannon1
• Of course, bring the Gatorade! @simplydab
• Make some ice cubes made of Gatorade.  (Love that!) @BillieGH
• Keep an eye on the young ones.   Ask if they're okay.  @simo_8
• Stay in the shade if possible (I know I keep my umbrella handy for rain and sun!) @shannon717717
• Educate your kids so they're aware (good suggestion!) @simplydab
• Have them take "hydration breaks" @iamfor48nascar
• If you're thirsty, you're already dehydrated.  Drink before you're thirsty.  @scm74
• Make sure kids drink, at least as often as you apply sunscreen (or vice versa!) @glassfishie
• Make sure your kids like the sport they're in, they'll do better and excel @PlumSage
• Don’t forget about your internal equipment – breakfast, lunch and fueling before practice. @momcentral
• Make sure your kids know each teammember is important and valuable @cstironkat
• Grocery shop with your kids so you can set a good example @artisticbaker
• Watch for warning signs of heat-related illnesses: confusion, nausia, headache nausea, vomiting, light headedness, weakness, fainting, flushed skin, poor concentration @JoeyfromSC @cnaes

More information:
Beat the Heat! Campaign
Preventing Heat-Related Illnesses (PDF)
Heat Safety (PDF) | Hydration Tips (PDF)

Has Your Teen Done the Right Thing Over the Summer?

Here's a little homework for your kids, something to tide them over the last few days of summer.  Hopefully it's been productive and relaxing and fun, all the things summer should be!

Liberty Mutual (a client of Mom Central) is sponsoring a essay contest for teens 13-17, where they can win $500 for the charity of their choice.  All they need to do is write about how they've helped someone else during the summer.  Did they help the neighbors with a project without getting paid? Did you help your family or friends with babysitting?  Or help with recycling?  Or volunteer at the Boys and Girls Club?  Or help out coaching a teammate on your soccer team?  I'm sure your kids did something worth submitting.

Submissions only need to be 300 words or less--so even if your kids writing has atrophied during the summer, they shouldn't have a problem with this short essay!  Deadline is August 31, so you still have a few weeks.

Check out the Responsibility Project website, or the video below for more information.

A Dad Blogger at BlogHer

Now that I’ve had a few days to recover, it’s time to wrap up my thoughts about BlogHer 10.  The conference was great. There were several thousand attendees, and I had the pleasure of meeting several bloggers, brand representatives, and folks from PR and marketing agencies. 

I think I talked to just about every guy I could find, but the numbers of men not working on the show floor were admittedly small.  I sat through a couple of sessions on the first day, but I had the best time talking to the folks on the trade show floor, explaining to them what Dad Central is all about, and how working with bloggers can be so rewarding for everyone involved.

I got to spend some time with a few great Dad bloggers, Dada Rocks, TechyDad, and Father Muskrat, both at the Ralph Lauren party, and occasionally running into them on the show floor.  You guys are doing a great job representing Dads, and it was great to meet you.  In fact, Dada Rocks did a quick overview of the show on CC Chapman’s Digital Dads TV show, about 42 minutes in.  Check it out. 

There were a few things I consider my favorites, so I’ll make an attempt at listing them:

 

The things I enjoyed most about BlogHer 2010:

1) The ride down to New York.  Even though we had to “think” along the way.  We had a great brainstorming session, and a rousing round of “Ghost”.  I’m not sure why the game kept stopping in the back seat, but for some reason, it did.  I loved stopping along the way at Rein’s New York Style Deli.  The food was awesome, especially those semi-sour pickles.

 

2) Staying at The Jane Hotel.  The Jane Hotel is full of old-world charm.  Close quarters reminiscent of an ocean liner.  Communal bathrooms.  An elevator with an attendant that shuts the gated door and turns the crank to go up and down.  More on that in another post.

   

3) The party at the Ralph Lauren reading room.  Gathering at the world headquarters of Ralph Lauren, meeting David Lauren, working with Megan and Matt S. stuffing bags and getting things set to go.  And listening to David tell his story about growing up in the Ralph Lauren family, and introducing the RL Gang.  The guy has great presence, and has some amazingly amazing ideas about interactive marketing.  Everything about the night was perfect, including the meal we had with the folks from Ralph Lauren who helped organize the event after it was all over.  What a memorable night. 

  

4) The giveaways.  My favorite: The Got Milk? cereal/milk/bowl/spoon thing.  It’s a cooler.  And a bowl.  And a spoon.  All in one.  Close second: Weebles that wobble, but don’t fall down.  Runners up include full-size Mr. Potato Heads, “Don’t Text and Drive” keychains, and of course the samples of PUR packets that P&G is sending to countries where they don’t have safe drinking water.  I can’t wait to do the demonstration for my kids’ classes once they’re back in school.

   

 

5) Meeting the Canadians—their party rocked, from the step-and-repeat to the Canadian Mountie who welcomed the Canadian bloggers who work with Mom Central Canada.  Way to go, eh.

6) Walking the floor with Stacy, and meeting all of her amazing friends.  Everywhere she went, she was hugging someone—it felt like she was the prom queen, and the few times I got to hang around with her, I felt somewhere between a groupee and the prom king myself.  Everyone there knew her, and it made my ability to introduce myself so much easier. 

 

7) Being known so instantly being part of Mom Central, and the enthusiastic reaction I got when I told people about Dad Central.  The company I work for has a great reputation of putting relationships first, whether with the bloggers we work with, the brand and agencies we partner with, or with each other. 

 

    8) Stacey Smith, our webmaster/designer/social engineer, and her quick turnaround of Dad Central Consulting site.  She has endless energy, awesome ideas, and I enjoy working with her.  Maybe with the exception of the last assignment she got from our CEO, who assigned her to be my “cultural mentor.”  She only had to kick me under the table a few times, but I learn fast.

 

9) The SWAG exchange room.  What a great idea from one of the mom bloggers last year.  They kept a room open where you could leave what you didn’t want, and take what you wanted more of.  I was able to send a box home to my kids that I think they’re going to love.

10) Hanging out in the GM Chill Space.  Another great idea.  A large, comfortable space with lots of plugs, and dongles for iPhones and Blackberries and cell phones and everything else.  They had snacks and cold water and the place was perfect to relax and log in and do some blogging. 

11) Getting my picture with Rayman, and getting to play Xbox 360 Kinect Your Shape by Ubisoft.  It’s no secret to my Xbox friends that the Frag Dolls are awesome, but getting a chance to actually see how far along the Xbox 360 Kinect has come made me proud of my former company.  It was fun to see mom bloggers try it out, and to see how flawlessly the technology performed. 

12) Jimmy Dean’s Breakfast Pancakes and Sausage on a Stick.  OMG.  Yum.

  13) Taking the “Limoliner” bus/train back to Boston from NYC.  Cool way to travel—a luxury bus with wifi and power ports and leather seats and a direct route from the hotel where the convention was to downtown Boston.  It wasn’t fun leaving my iPhone on the bus, but the company was great and was able to get it back to me quickly. 

  14) BlogHim.  Even though I didn’t actually ever see any physical function, it was fun to take part in the Tweet-osphere.  Mocha Dad, you rock.  You made it fun to check into Twitter.  And hopefully you guys actually got to meet up, even though i had to leave early.  I hope the “brotherhood” is just as strong when we meet for real at M3. 

15) The Mom Central party at Circo, the monkeys, and meeting Mommy Goggles and her husband.  And the Jimmy Fallon bartender.  And the dating couple with six kids each, Spuds and Lenore. You guys crack me up. 

16) Remembering the times I spent with my kids in NYC in the past.  I couldn’t walk outside without thinking of each one of them, and waiting for the time I can take our youngest who still hasn’t traveled on a business trip with Dad.

17) Our “pre-meeting” briefing at Asia de Cuba with our CEO, Stacy, and her heartfelt, individual toasts she made to each one of us around the table.  There were more than a few wet eyes, and I got to know my co-workers so much better.

18) Running into my blogging buddy Beth Goza, who inspired me years ago to “try” blogging.  I’m so glad I got to see her at BlogHer.  There’s such a personal connection between bloggers, people who are willing to share their lives, their ideas, their talents, and their network of friends, and I think Beth is the embodiment of that.  I’m glad to know that the Windows Phone has Beth heading up its social networking.  It’s going to be a better product because she’s involved. 

19) Meeting up briefly with Christine Cea, Kristin Smith, and David Witt from WOMMA.  Good to see strong representation from our group.  And I heard that the session on the FTC was great, good job, Kristin. 

20) The sneezing simulator in the P&G booth.  I gotta get me one of those.  Someone recommended filling it with something other than water, maybe using it at a party.  Could be fun.  But then, you’d have to be a guy to appreciate something that strange.  But that’s the beauty of a Dad attending a show like BlogHer.

Thanks again to everyone i met, and everyone who helped make the event a success for us all!  Can't wait until next year!

The Fantastically Amazing Story of Ralph Lauren

Last night, several Mom Central (and Dad Central) bloggers, and Ralph Lauren Ambassadors were invited to attend a special event hosted by David Lauren, Sr. VP of Mktg and Comm, and son of Ralph Lauren.  

 

The setting was cozy, intimate, and inviting, and everyone there was friendly and quite welcoming.  Even though we were already related by our passion for blogging, we felt right at home.  The staff of Ralph Lauren were genuine, and everyone involved really put a lot of work into making the night memorable. Event the food was amazing, especially the cupcakes, provided by Crumbs.

At the end of the evening, nobody wanted to leave.  Everyone came away with a sense of connection to what Ralph Lauren Childrenswear is all about--the iconic heritage of the American Northeast.  

The highlight of the evening was David telling the story of his father, and his life growing up with the famous designer.  He continues to share the passion for clothing as something more than just clothes, but also has a keen eye toward the future of communications and marketing.  

We got a sneak preview of the "First Shoppable Children's Storybook," called "The RL Gang, A Fantastically Amazing School Adventure."  It's narrated by Harry Connick Jr., and features several adorable kids wearing this fall's children's clothing line.  We got to meet the kids, and hear directly from David about his passion for trying new things that help feature his clothing in unique and inspiring way, while maintaining the warmth and history of the brand.  

From the media release: 

Designed for readers 2-8 years old, the story unfolds as eight characters in The RL Gang embark on their adventurous first day back to school. Each character’s personality comes to life through their individual sense of style as the virtual storybook showcases 24 new looks from the Ralph Lauren Childrenswear Fall collection. The interactive digital format offers “click to purchase” capabilities allowing shoppers to select their favorite fashions directly from the pages and purchase instantly through RalphLauren.com and Bloomingdales.com. If a reader identifies with a particular character’s style, they can also choose to view their “virtual closet” to shop other similar looks from the Childrenswear Fall collection. Readers can obtain their own hard copy of The RL Gang by purchasing the book on demand through Tikatok.comTM, a partnered site owned by Barnes & Noble.

For the first month, 15% of all proceeds from the sale of the Childrenswear Fall collection on RalphLauren.com will benefit the Ellis Marsalis Center for Music (EMCM) located in The Musician’s Village. Conceived in part by Harry Connick, Jr., The Musician’s Village is a cornerstone of the Habitat for Humanity post-Katrina reconstruction of New Orleans. The EMCM, at the centerpiece of the Village, is dedicated to the education and development of the next generation of New Orleans music enthusiasts and the preservation of New Orleans’ unique musical heritage.

Take a look at the teaser video they allowed bloggers to share.  I can't wait to find these clothes on store shelves this fall.

Disclosure: Ralph Lauren is a client of Mom Central, and I attended as an employee and blogger.  Attendees were given gift bags containing various items, including the storybook, and in my case, a bottle of Polo cologne.  

Ralph Lauren Mom Central Party

I'll write more about this later, but I wanted to post photos from last night's party at the Ralph Lauren Reading Room.  It was great to see TechyDad, DaDa Rocks, and Father Muskrat there, along with some great bloggers Mom Central works with.  Lots more full size photos are on Flickr, feel free to use them as you want.