Outline Two Marketing Campaign Factors At The Athletic Club

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How will you reach out to men who wish to engage in dance classes at The Athletic Club? Outline two marketing campaign ideas that you could put in place to draw men to your programs. What kind of posters, slogans, advertisements, contests, branding, or other ideas could you use to reach out to male participants?
In 1976 social scientists Deborah David and Robert Brannon described four aspects of masculinity, one of them being “no sissy stuff” (David & Brannon, 1976). Based on that, it is not surprise that even today men that participate in activities that are perceived as feminine, try to distance themselves for the feminine elements of these activities not to be perceived as homosexual or feminine and try to make their pursuit seem more heterosexual
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Instead of trying to remarket and rebrand dance classes to males by undermining its feminine aspects, the second campaign will market dance to men by encouraging them to embrace and getting in touch with their feminine side. This campaign is based on the concept that some men reinforce their masculinity by participating in feminine activities and shifting the perception of those activities from being feminine (Anderson, 2008). One way to advertise the classes with these factors in mind is using celebrity endorsements. To elaborate, celebrities like Terry Crews will help reinforce the idea that males participating in female activities can be masculine. Terry Crews is not only a fitness icon but he has, on many occasions, talked about himself embracing his feminine side and behaving in ways that are deemed feminine by society (O’Brien, 2015). He claims that he is able to behave in such ways because he is confident in his masculinity which means that he shares the vision of this marketing campaign (O’Brien, 2015). Having an endorsement like him that is both a health and fitness icon and reinforces the concept of the marketing campaign will definitely attract male customers who are restricted by the stigma that such activities are feminine and …show more content…
This strategy keeps in mind that studies conducted on men in dance found that a common element in their experiences was internalized homophobia which created a negative environment (Haltom & Worthen, 2014). The strategy is to increase the male to female ratio in co-ed classes by increasing the number of male dancers in comparison to the female dancers. This makes the men think that it 's the norm for men to participate in dance and that it is not just a feminine activity. The female dancers minority in the class will make it seem as if females are the ones trying to participate in a masculine activity which will make the men more comfortable and will make them feel like they are not being feminine, thus homophobia will not be an aspect of the experiences of the male

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