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Marketing Tactics That Sell to Male Spa-goers

Mae Mañacap-Johnson July 2014 issue of Skin Inc. magazine
Marketing Tactics That Sell to Male Spa-goers

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A lot has changed since the marketing days depicted in “Mad Men.” Gone are martini lunches and one-way marketing messages. The brave new marketing world has moved on to social circles and 140-character pitches. Along with these technology-driven changes, consumer dynamics have changed, too. For one, the highly evolved male consumer now demands male-specific products and services. On top of that, when it comes to marketing, they gravitate toward man-to-man talk: simple, specific and direct.

Keep marketing language benefit-driven

When marketing to men, resist the temptation to add fluff. “The male clientele is generally more straight-forward in what they want and are interested in achieving those results with fewer steps,” says Franziska Haala, spa director at Spa Aiyana at Carmel Valley Ranch in Carmel Valley, California.

Careful word choice, according to Tip Touch International president Jean-Guy de Gabriac, can be the difference between turning men away or converting them into loyal spa-goers. He advises veering away from feminine words and instead, using words such as, “deep bodywork,” “energy,” “clean” and “fresh.”

Making men feel comfortable

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