Presented By: Sexy Forever
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Transcript of Presented By: Sexy Forever
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PRESENTED BY: SEXY FOREVER
Steven Gromatka, Sam Belanger, Zach Buege, Andrew Geiwitz, Karen Meyer, & Sam Mueller
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Agenda Problem Statement Assumptions Audience Analysis Fishbein Model Strategy Tactics Calendars Further Suggestions So what?
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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.
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Have you ever been to a salon or a spa for a massage?
6.30%
93.80%
Yes No
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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
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Do you know of males who have received a massage?
75%
25%
Yes No
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Assumptions Not a manly thing to do Atmosphere of salon = feminine Pride Being viewed as ‘cheating’ Hours / convenience Budget – customers
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Assumptions Budget Audience Salon Location Employees
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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
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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
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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
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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
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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.
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Strategy Relates to Indira Spa’s business
goals Aimed to reduce stereotypes about
men and massages
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Tactics Three-step advertising campaign
Television Advertising
Print Media
Social Media
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Further Suggestions Sponsored events Massage clinics Community involvement: ‘health day’
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So what?
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Questions?