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Male Magnetism: Are You Marketing to Men?

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Lisa Starr's webinar slides from her 11/2 webinar.

Published in: Business, Health & Medicine
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Male Magnetism: Are You Marketing to Men?

  1. 1. Male Magnetism:Are You Marketingto Men?
  2. 2. Your PresenterWynne Business provides consulting and education, includinglive seminars and on-site team trainings, for the spa and salonindustry• Lisa M. Starr – 20+ years experience in salon & spa industry – Senior Consultant, Wynne Business – Community Ambassador, Gramercy One – Consultant, educator, writer, presenter
  3. 3. The Male Market
  4. 4. Size of Men’s Market• Slightly less than half of US population: 2010 census 151 million• Median age in US 35.8 years• 70.1 m fathers• 1 in 3 men are principal household shopper (Neilsen)
  5. 5. Men and Personal Care• Non-invasive medical procedures on men up 45% since 2000• Currently 22% of spa clients• 80% of salons offer men’s services• Spending expected to exceed $33.2b by 2015
  6. 6. Men & Personal Care• 60% of male spa clients have been going less than 5 years• For 49%, 1st visit was hotel or resort spa• Less than 15% focused on appearance, rest on stress reduction & emotional health
  7. 7. Today’s Male• Live alone longer• Men making more decisions due to changing roles and perceptions• Many men raised by single women, not influenced by “traditional” roles
  8. 8. Men and Personal Care
  9. 9. Preparingfor Men
  10. 10. Physical & Facility Issues• Men’s Only?• Use of Space – Seating areas – Flow• Locker & changing areas – Larger lockers – Suitable benches – Vanity spacing – Amenities
  11. 11. Physical & Facility Issues• Gender-neutral environments• Warm, earthy colors• Appropriate robes & slippers• Easy visual cues
  12. 12. Male-oriented Services• Massage!• Fitness & Sports- oriented services• Man-icures• Hand & Foot Treatments• Skin Maintenance
  13. 13. Menu Considerations• Gentlemen’s section• Copywriting – Powerful words & images – Competitive nature• Quick & easy to understand
  14. 14. Menu Considerations• Highlight results• Be accurate with timing• Be concise!
  15. 15. Retailingto Men
  16. 16. Madison Avenue’s Approach
  17. 17. Men & Shopping
  18. 18. Retailing to Men• Highlight product usefulness• For men, good shopping trip means it was quick and convenient• Packaging – Appearance & use
  19. 19. Retailing to Men• Functional approach• Immediate results• Focus on key benefits
  20. 20. Specialized Retail
  21. 21. Attracting Men’sAttention
  22. 22. Old Stereotypes Don’t Exist
  23. 23. Segmenting the Men’s Market• Results-oriented – Grooming as a necessary evil – Convenience – More price sensitive• Experience-oriented – Stress relief – Interested in quality – Less price sensitive
  24. 24. Financial Implications• Good grooming generates wage premium of 4-5%• Recession has affected spending patterns less – Eating out – Home purchases
  25. 25. Men & Appearance
  26. 26. Relating to Men• Live in the now – Not browsers• Looking good = – Strong – Authoritative – Confident• Appeal to competitive nature
  27. 27. Relating to Men• Men shop alone – It’s not the “experience”, it’s task accomplishment• Base decisions on logic & facts, not emotional value – If A, then B
  28. 28. Men’s Language• Seek “powerful” words & images – Wrinkle-defense vs. Fine-line minimizer – Tool vs. Loofah – Defend, protect, security, conquer, rule
  29. 29. T.J. MaxxBrooks Brothers
  30. 30. Women’sVersion
  31. 31. Men’s Version
  32. 32. Male MagnetismThanks for your attention! Questions? Lisa Starr at gotalkone@gmail.com Gramercyone.com/blog Facebook.com/GramercyOne Twitter - Gotalknow

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