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

1. Male Magnetism:
Are You Marketing
to Men?

2. Your Presenter
Wynne Business provides consulting and education, including
live seminars and on-site team trainings, for the spa and salon
industry
• Lisa M. Starr
– 20+ years experience in
salon & spa industry
– Senior Consultant,
Wynne Business
– Community Ambassador,
Gramercy One
– Consultant, educator,
writer, presenter

3. The Male Market

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. 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. 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. 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. Men and Personal Care

10. Preparing
for Men

11. Physical & Facility Issues
• Men’s Only?
• Use of Space
– Seating areas
– Flow
• Locker & changing
areas
– Larger lockers
– Suitable benches
– Vanity spacing
– Amenities

12. Physical & Facility Issues
• Gender-neutral
environments
• Warm, earthy
colors
• Appropriate
robes & slippers
• Easy visual cues

13. Male-oriented Services
• Massage!
• Fitness & Sports-
oriented services
• Man-icures
• Hand & Foot
Treatments
• Skin Maintenance

14. Menu Considerations
• Gentlemen’s section
• Copywriting
– Powerful words &
images
– Competitive nature
• Quick & easy to
understand

15. Menu Considerations
• Highlight results
• Be accurate with
timing
• Be concise!

16. Retailing
to Men

17. Madison Avenue’s Approach

18. Men & Shopping

19. Retailing to Men
• Highlight product
usefulness
• For men, good
shopping trip
means it was
quick and
convenient
• Packaging
– Appearance & use

20. Retailing to Men
• Functional approach
• Immediate results
• Focus on key
benefits

21. Specialized Retail

23. Attracting Men’s
Attention

25. Old Stereotypes Don’t Exist

26. 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

27. Financial Implications
• Good grooming
generates wage
premium of 4-5%
• Recession has
affected spending
patterns less
– Eating out
– Home purchases

28. Men & Appearance

29. Relating to Men
• Live in the now
– Not browsers
• Looking good =
– Strong
– Authoritative
– Confident
• Appeal to
competitive nature

30. 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

31. Men’s Language
• Seek “powerful” words
& images
– Wrinkle-defense
vs. Fine-line minimizer
– Tool vs. Loofah
– Defend, protect, security,
conquer, rule

37. T.J. Maxx
Brooks Brothers

38. Women’s
Version

39. Men’s Version

44. Male Magnetism
Thanks for your attention!
Questions? Lisa Starr at
gotalkone@gmail.com
Gramercyone.com/blog
Facebook.com/GramercyOne
Twitter - Gotalknow