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Presented By: Sexy Forever

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.

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Presented By: Sexy Forever

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  1. Presented By: Sexy Forever Steven Gromatka, Sam Belanger, Zach Buege, Andrew Geiwitz, Karen Meyer, & Sam Mueller

  2. Agenda • Problem Statement • Assumptions • Audience Analysis • Fishbein Model • Strategy • Tactics • Calendars • Further Suggestions • So what?

  3. 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.

  4. Have you ever been to a salon or a spa for a massage?

  5. How much would you be willing to pay for a massage?

  6. Do you know of males who have received a massage?

  7. Assumptions • Not a manly thing to do • Atmosphere of salon = feminine • Pride • Being viewed as ‘cheating’ • Hours / convenience • Budget – customers

  8. Assumptions • Budget • Audience • Salon Location • Employees

  9. AA-Athletes

  10. AA-Men in relationships

  11. AA-Men in high stressed jobs

  12. AA-Men who are sick/injured

  13. Fishbein Model Beliefs: 1. Unmanly 2. Expensive 3. Timely 4. Inappropriate 5. Feminine Type of man 6. Awkwardness 7. Vulnerable 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. Attitude: Subtotal of beliefs is that it creates a hesitant attitude for men.

  14. Strategy • Relates to Indira Spa’s business goals • Aimed to reduce stereotypes about men and massages

  15. Tactics • Three-step advertising campaign

  16. 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

  17. 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

  18. 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

  19. NRDd REMEDY: To promote massage to the previously untapped male market. DISADVANTAGE: The market is stereotypical of men receiving massages due to feministic associations. NEED: To increase salon’s revenue. DEVIL: Social Stigma

  20. April

  21. May

  22. June

  23. September

  24. November

  25. December

  26. February

  27. Further Suggestions • Sponsored events • Massage clinics • Community involvement: ‘health day’

  28. So what?

  29. Questions?

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