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?