Targeted marketing is a method that splits a wider market into smaller units to concentrate on a particular niche of customers within the audience. The cluster definition is based on their distinct characteristics with a focus on serving them. To resonate with the target group, brands adopt specific and directed communication as opposed to vague and generic messages that hardly appeal to the audience.
The massage franchise sector has increasingly emerged to be among the most blossoming industries in the United States of America. The growth is attributable to several factors including the associated health benefits, increased per capita disposable income, and consumer spending as well as the growing coverage of the industry services by the medical insurance carriers.
MassageLuXe is one such growing franchise in America today. The brand is pillared to facilitating body healing, promoting relaxation, and general body wellbeing. The brand’s advertisement on a youtube channel via https://www.youtube.com/watch?v=C_ROFL5vr6s champions for relaxing the body from the tension and stress of the daily schedules, facial treatment by professional aestheticians for a resulting beautiful look, rejuvenation from daily struggles and stress while promoting self-healing and restoration of the body. The Brand wraps by emphasizing that they offer services at reasonable prices. The body language of the cast personalities in the advert piece projects agile youthfulness, -aimed at directly commanding the interest of the peers, the youths.
The advert is targeted at the graduate working-class, youthful working population within the American population. It appeals to the group who are very mindful of their look, willing to spend on their health wellbeing while considering the cost implications of experiencing the leisure of the therapeutic massage treatment.
It is worthy that the youths generally occupy the entry-level employment cadres and middle management positions in the employment space. Their potential to grow and inspired by the senior colleagues in the employee-chain, they are drawn towards the aura of class and sophistication associated with massage experiences. So that the idea of enjoying premium massage treatment at an affordable cost if ideal for the target group.
The advert would perhaps do better to widen the scope by including the medical benefits of massage therapy. The american population is increasingly aware of the nexus between physio-medical factors and healthy lifestyles. Moreso, with the outbreak of the CoronaVirus Pandemic from late 2019, the advert would underscore the gains of the quality reflexology and sports massage in healing the body and sparking the beast tenacity out of the body. That way, an older group of people who are increasingly thinking of age-related health risks. Adding more visual tools showing elder people experiencing the enviable good of physiotherapy would be an ad-on.
(REF
https://www.ibisworld.com/united-states/market-research-reports/massage-franchises-industry/)- i will amend this section.