presented by: sexy forever
DESCRIPTION
Presented By: Sexy Forever. Steven Gromatka , Sam Belanger, Zach Buege , Andrew Geiwitz , Karen Meyer, & Sam Mueller. Agenda. Problem Statement Assumptions Audience Analysis Fishbein Model Strategy Tactics Calendars Further Suggestions So what?. Problem Statement. - PowerPoint PPT PresentationTRANSCRIPT
PRESENTED BY: SEXY FOREVER
Steven Gromatka, Sam Belanger, Zach Buege, Andrew Geiwitz, Karen Meyer, & Sam Mueller
Agenda Problem Statement Assumptions Audience Analysis Fishbein Model Strategy Tactics Calendars Further Suggestions So what?
Problem Statement A group of massage therapists has
decided to target the male population as a way to increase revenues. They want you to devise a persuasive campaign to increase the number of male clients.
Have you ever been to a salon or a spa for a massage?
6.30%
93.80%
Yes No
How much would you be willing to pay for a massage?
40%
47%
7%7%
$5-$25$26-$50$51-$75$76-$100Price does not matter
Do you know of males who have received a massage?
75%
25%
Yes No
Assumptions Not a manly thing to do Atmosphere of salon = feminine Pride Being viewed as ‘cheating’ Hours / convenience Budget – customers
Assumptions Budget Audience Salon Location Employees
AA-AthletesAudience Assumptions Objectives Concerns
Men Athletes Body Aches
Motivated
Health Concerned
Healthy Lifestyle
More free spending on health
improvements
Time
View(stereotypes)
Stigma
Quick fix = negative
Effectiveness
Performance
Fast recovery
Relief of pain
Improve mobility
Helping them advance to their
next level
AA-Men in relationshipsAssumptions Objectives Concerns
Type of men who are quick to buy gifts
Seeking an easy way
out for gift
Wait till last minutes to buy gifts
Want a romantic
evening
Want to please the significant other
Cost
Cheating / unfaithful element
Legitimacy
Choosing type of
massages
Effectiveness
Pleasing their significant other
Create a win/win
situation
Use as gift
Use as a bonding experience / romantic
experience
AA-Men in high stressed jobs
Assumptions Objectives Concerns
Tense bodies
High strung
Bad body posture
Exhausted
Lack of sleep
Busy lifestyle
Stressful atmosphere
Seeking a quick fix
Time
Schedule
Effectiveness
Cost
Relax
Relief of stress
Performance aspect(less stress = better
performance)
Status(been seen as high class
lifestyle
AA-Men who are sick/injuredAssumptions Objectives Concerns
Relief
Alternative medicine
Speedy recovery time
Expense difference
Cost
Effectiveness
Insurance
Legitimacy
Time (how often?)
Recovery
Effectiveness
Alternative medicine
Fishbein Model
Beliefs:1. Unmanly
2. Expensive3. Timely
4. Inappropriate5. Feminine Type of
man6. Awkwardness
7. Vulnerable
Attitude:Subtotal of beliefs is
that it creates a hesitant
attitude for men.
Intentions:Men will inquire
information about massages
and they will show interest in
them.
Behavior:Although men
show interest in massages, their behavior is that
they won’t receive them.
Strategy Relates to Indira Spa’s business
goals Aimed to reduce stereotypes about
men and massages
Tactics Three-step advertising campaign
Television Advertising
Print Media
Social Media
Television Allows consumers to physically view
a message Helps to build an appeal
Allows a large audience to be targeted
Specific television channels: Spike, CNN, ESPN, and the nightly news
Print Media Creates visually stimulating images to entice
customers Second-hand readership Two classifications of documents
Services available Promotional coupon
Biggest reason males do not get massages is the price
Print media is geared to help eliminate the price-factor
Social Media Outlet for businesses to reach a large
audience with minimal or no costs involved
Customer engagement Allows customers to take an active
role/make suggestions Build awareness, create appeal,
generate traffic, indentify target audiences
Two projected social media outlets: Facebook and Twitter
NRDd
DISADVANTAGE:The market is
stereotypical of men receiving massages
due to feministic associations.
NEED:To increase
salon’s revenue.
REMEDY:To promote massage to
the previously untapped male
market.
DEVIL:Social Stigma
AprilMON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN
1 2 3 4 5 6 7 8 9 10
11 12 13 14 15 16 17 18 19 20 21 22 23 24
25 26Market Proposal
27Start 19day Info Push
29 28
May MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN
1 2 3 4 5 6 7 8Mother’s Day
9 10 11 12 13Cellcom Marathon Weekend
14 15 16 17 18 19 20 21 22
23 24 25 26 27 28 29 30 31
JuneMON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN
1 2 3 4 5 6 7 8 9 10 11Bellin Run
12
D o w n T o w n GB
13 14 15 16 17 18 19Father’s DAY First Check
20 21 22 23 24 25 26
S u m m e r E v e n t s
27 28 29 30
SeptemberMON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN
1Green Bay Area Public Schools Open
2 3 4 5 6UWGB Classes Start
7 8NFL Regular Season Begins
9 10 11
12 13 14 15 16 17 18 19 20 21 22 23 24 25
26 27 28 29 30
NovemberMON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN
1 2 3 4 5 6 7 8 9 10 11 12 13
14 15 16 17 18 19 20 21 22 23 24Thanksgiving Day
25Black FRI
26 27
28Cyber Monday
29 30
DecemberMON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN
1 2 3 4 5 6 7 8 9 10 11
12 13 14 15 16 17 18 19 20 21 22 23 24Christmas Eve
25Christmas Day
26 27 28 29 30 31
FebruaryMON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN
1 2 3 4 5Super Bowl Sunday
6 7 8 9 10 11 12
13 14Valentine’s Day
15 16 17 18 19 20 21 22 23 24 25 26
27 28
Further Suggestions Sponsored events Massage clinics Community involvement: ‘health day’
So what?
Questions?