Deflated balls? Bad. Hairy balls? Even more alarming. Okay, maybe it’s not a stop-the-presses kind of scandal like what's happening when football players may (or may not) be tampering with their gear, but it’s the message we’re lightly and humorously serving up to those traveling to Arizona to watch the big game Sunday, February 1, 2015, at the University of Phoenix Stadium.
See the full ad here: www.LunchboxWax.com/hairyball.html.
As you can probably guess, our fledgling franchise doesn’t have a multimillion-dollar marketing budget needed for television ads this weekend, but that doesn’t mean we can't find ways to connect with the discerning, humor-seeking consumers in our first-ever ad campaign to attract an ever-growing market in the waxing industry: men.
The ad, which features a hairy football and a simple phrase (“Uh, no.”) is making its debut in the Phoenix New Times “Super PHX” Edition, a glossy publication with a 100,000+ circulation tailored specifically for those in Arizona for the big game.
Although about half of the services booked at LunchboxWax are Brazilians (and the eyebrow-raising logo boasts a woman toting a carefully placed lunchbox), all of our salons cater to men as well as women and offers a full menu of waxing services – from bottoms to brows, chins to chests – a little (like ears) or a lot (from tip to tail).
Here's an interesting tidbit: More than 30 percent of men care about down there – a la “manscaping” – according to the Skin Health Alliance. And by other counts, these numbers seems conservative. An askmen.com survey polled 1,000 men, and a staggering 95 percent said manscaping is part of their regular regimen.
This isn’t the first time we've received applause and created “I-see-what-you-did-there” responses with our creative visuals and messaging, which is one of many reasons I love my job. Earlier this year, we used a carefully trimmed box hedge to connect with people interested in the thought of opening up their own LunchboxWax salons.
See it here:www.LunchboxWax.com/beataroundbush.html.
I'm not going to lie. The bush ad was denied by a few publications that fit our demographic, and it was tough to be told no. We were asked to modify the image or the headline, but we believe in what we do, and because we know a keen business acumen can co-exist with a sly sense of humor, we stuck to our guns. And lucky for us that we did, because Entrepreneur Magazine gave us the green light this past summer, and the bush ad ran adjacent to an article entitled, “Funny business: Humor in marketing can humanize, surprise and get people talking.” (p. 31 of Entrepreneur's Startups, Summer 2014).
For the record, the ad worked very, very well for us, attracting a phenomenal caliber of business people that I’m happy to now call family.
Entrepreneur Magazine has once again agreed to pick the bush up again – this time on the back cover of the Spring issue of Entrepreneur’s Startups, featuring hottest franchise trends, which drops March 10.
So here’s what’s important when it comes to understanding our marketing approach: We don’t just wax eyebrows. We raise them – and we’re okay with that. We understand the value of humor and levity. We believe in it as much as we believe in creating a positive vibe in our salons that makes all of our guests feel welcome, empowered, happy, respected and safe.
Oh, and go Seahawks.