07.06.17
Need to know the most effective marketing messages that will resonate with personal care shoppers?
LAVIDGE, a Phoenix-based full-service advertising, public relations and interactive marketing agency, and its partner Mosaic Multicultural, a full-service multicultural marketing agency, commissioned a public opinion poll called the 2017 Southwest Personal Care Marketing Report.
The report reveals consumer insights about advertising and marketing messages. Results include consumer sentiments about advertising from personal care businesses, such as fitness clubs, salons, massage clinics, spas, beauty products and nutritionals.
Stephen Heitz, managing director of interactive at LAVIDGE, comments, "Consumers are spending $86 billion annually on personal care products and services. With this number continuously on the rise, marketers need to be smart and effective with their messaging and advertising. Our original, comprehensive report provides insight to the personal care industry and helps create effective messaging designed to expand discretionary spending."
Key Findings
- The most effective media for consumer personal care marketing is by television and direct mail.
- The top three words that influence consumers to choose a fitness club, salon or spa are "trustworthy," "safe," and "honest."
- "Our staff is well trained and knowledgeable" is the most influential messaging statement, while consumers don't respond well when they hear, "You will feel younger" - this was the least favorite marketing statement.
The free LAVIDGE/Mosaic 2017 Southwest Personal Care Marketing Report is at this link.
