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in ethnic barbershops A new network of some 400 shops and hair salons Oct 22, 2007 Advertisers targeting African-American and Hispanic audiences have a new venue for reaching consumers where they gather in their neighborhoods for a haircut and socializing. This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.
Fast Facts
Who
How it works The program is called Alloy Access Barbershop and Hair Salon Network. “This audience uses their local salon as a social network, a trusted information source,” says Alloy Access president Tru Pettigrew. The program, which is now kicking off with Rockport as the initial advertiser, is designed to showcase national brands. One to two signs are placed in each outlet, based on the size of the shop. Posters measure 48 inches high by 36 inches wide. Advertisers provide creative. “We encourage them to make it culturally relevant, to use the language and visuals that reflect the lifestyle,” Pettigrew says. “The Rockport campaign focuses on the person wearing the shoe instead of the product. There is the unspoken endorsement because the product is advertised in the salon.” Creative can also direct the audience to local retail outlets that sell the product. The signage is used for both branding and promotions. More than one product can be advertised in a location. Additionally, countertop cards from local retailers can be used to enhance a campaign. Alloy is working with the San Francisco-based Black Owned Beauty Supply Association (BOBSA) to recruit member shops into the network.
Markets
Numbers
How it is measured
What product categories do well “We have partners in these barbershops and salons, so they have a say in what they will or won’t advertise in their shops,” Pettigrew says.
Demographics Further targeting can be done by zip code, Pettigrew says. “Using zip codes can also help advertisers buy near retail partners within a market.”
Making the buy Factors that affect cost include the number of outlets and the campaign length. Signage cost is the same across markets. Flights are 30 days.
Who’s already on signage at barbershops and beauty salons
What they’re saying
Web site info
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