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 …show more content…
For instance, T.V. commercials that show female dancers being attracted to the male dancers. By showing the male demographic that females are attracted to males that participate in dance, the stigma that dancing is homosexual will be weakened. Likewise, an effective slogan could also help end the stigma of dance being homosexual. To elaborate, a slogan that says “chicks dig it” is both simple and redraws the image of dance in the minds of male consumers. By showing male consumers that females like males who dance the stigma of the activity being homosexual would be no longer valid. In terms of branding, dance classes are usually marketed as fun methods of losing weight (Vaughan, n.d.). Advertising dance classes as fun workout will undermine the seriousness and effectiveness of this workout and reinforce its feminine elements which may drive away the male demographic. For that reason, when advertising dance classes to males, advertisements should focus on showing the male audiences that the workout is effective and focus less on the fun side of the …show more content…
Furthermore, males also experienced another intrapersonal constraint which was their lack of knowledge that a certain activity existed (Adam, 2014). With those factors in mind, one way a fitness coordinator can overcome these challenges is by creating a marketing campaign that not only informs the male demographic of the existence of the services that are offered by GoodLife Fitness, but inform them that no skills are required to start participating in such activities. For feminine activities, the marketing campaigns will have to be very similar to the ones outlined in the previous answers, however they will focus on informing males that no skills are required to participate in such activities. Furthermore, a fitness coordinator can also help mitigate such challenges by getting rid of any frustration that the consumers may have due to their lack of skill and their initial failure to successfully perform a certain activity. The fitness coordinator can do so by being supportive of the participants and commenting on their progress to show them that they are improving. By doing so, the participants will not let their lack of skill stop them from participating the
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 …show more content…
For instance, T.V. commercials that show female dancers being attracted to the male dancers. By showing the male demographic that females are attracted to males that participate in dance, the stigma that dancing is homosexual will be weakened. Likewise, an effective slogan could also help end the stigma of dance being homosexual. To elaborate, a slogan that says “chicks dig it” is both simple and redraws the image of dance in the minds of male consumers. By showing male consumers that females like males who dance the stigma of the activity being homosexual would be no longer valid. In terms of branding, dance classes are usually marketed as fun methods of losing weight (Vaughan, n.d.). Advertising dance classes as fun workout will undermine the seriousness and effectiveness of this workout and reinforce its feminine elements which may drive away the male demographic. For that reason, when advertising dance classes to males, advertisements should focus on showing the male audiences that the workout is effective and focus less on the fun side of the …show more content…
Furthermore, males also experienced another intrapersonal constraint which was their lack of knowledge that a certain activity existed (Adam, 2014). With those factors in mind, one way a fitness coordinator can overcome these challenges is by creating a marketing campaign that not only informs the male demographic of the existence of the services that are offered by GoodLife Fitness, but inform them that no skills are required to start participating in such activities. For feminine activities, the marketing campaigns will have to be very similar to the ones outlined in the previous answers, however they will focus on informing males that no skills are required to participate in such activities. Furthermore, a fitness coordinator can also help mitigate such challenges by getting rid of any frustration that the consumers may have due to their lack of skill and their initial failure to successfully perform a certain activity. The fitness coordinator can do so by being supportive of the participants and commenting on their progress to show them that they are improving. By doing so, the participants will not let their lack of skill stop them from participating the