Zeno Hits the Dad 2.0 Summit in Houston

Zeno Group was well represented at the pre-eminent conference for influential dads and fathers online, the Dad 2.0 Summit in Houston, Texas. The conference, now in its second year of existence (and 25% bigger), is a convergence of social media leaders, marketers and blogging parents connecting to discuss the changing voice and perception of modern fatherhood.

Long-time Zeno clients Turtle Wax and Sears Auto jumped at the opportunity to sponsor the event, bringing innovation and heritage to the herds of influential dads onsite at the Four Seasons Hotel Houston. Here’s a quick snapshot of the Turtle Wax presence on-site at Dad 2.0:

• Leveraged Dad 2.0 to announce a break-through industry innovation – Turtle Wax Rinse Free Wash & Wax, a time, money and water-saving means to clean and shine vehicles and liberate the hose.  
• Partnered with Honda and offered influencers onsite the chance to test drive Honda’s latest family-friendly line-up of vehicles, while learning the latest car care tips & tricks from Turtle Wax.
• Interacted with key target audiences, online and offline, while introducing and sampling our latest innovations, specifically Rinse Free Wash & Wax, Ice and Platinum products.

. . . and a few key insights from the Sears Auto activation . . .

• Used Dad 2.0 as a platform to re-launch its RoadHandler tire brand. Sears Auto consumer research shows that about 80% of car repair and maintenance decisions are driven by men, so this was an ideal venue.
• Sears Auto CMO John Soule sat on a panel with brand marketers from Kraft, ConAgra and Kimberly-Clark. The attending bloggers were engaged (and visibly fascinated) by John's deep insights on the changing landscape of the auto repair industry.
• The RoadHandler 100,000 mile warranty seemed to resonate in a big way with dad bloggers. For the guy making a decision on the tires that will carry his family, that kind of commitment from Sears Auto goes a long way.

Overall, the Dad 2.0 Summit is a growing, influential conference in a truly niche and misunderstood market. One of the overarching takeaways from the conference was that 74% of dads feel they are unhappy with how they’re represented in advertising today. The conference provides these dad bloggers the opportunity to meaningfully connect with top-tier brands and share the insights they glean from engaging with dads around the world each and every day. We’ve seen how big BlogHer has grown in only a few years of existence, and with the support of marketers and influencers alike, Dad 2.0 has put its stake in the ground.

At the end of the day, Zeno Group and its clients were seen as true early adopters, serving as conversation catalysts for a conference in its infancy. It was exciting to hear that Turtle Wax or Sears “gets it”, a true testament to our innovative and fearless mindset.