Constantly on the lookout and continually evolving and innovating, Primedia Unlimited’s TLC is proud to announce the launch of its Salon Media advertising and communication platform within hair and beauty salons.
Group MD Brett Tucker describes it as a natural fit and extension to TLC’s rapidly expanding range of innovative media platforms. He explains that the strength of the medium stems from the close relationship between consumers and their hairstylist. “People trust their hair stylists, probably in the same manner as they trust their doctors. In fact many people will follow them to a different salon. The hairstylist can also be particularly beneficial to an advertiser as a brand advocate within a salon using the age old trusted marketing strategy of word of mouth.”
On average, people spend up to three hours in salons. While there, these consumers could be considered to be a captive audience in a similar manner to people sitting in a movie theatre. Salon Media gives brands real face time with these image conscious consumers who often have large amounts of disposable income to spend.
In addition to guaranteed dwell time, Salons are also extremely targeted in terms of audience and those on the Salon Media platform will include: Barbers as well as top-end, ethnic and kiddies salons.
The above falls in line with the key principles of TLC namely guaranteed exposure (lengthy dwell time), a targeted lifestyle audience, gender specificity, impact based on the close proximity of advertising to the consumer and category exclusivity. These in turn allow for minimal wastage of advertiser spend in relation to specific audience.
Current Salon Media advertising platforms include mirror decals, indoor light-boxes and the ability to activate within the salon. The next phase of the business is the roll out of digital screens in these environments which further improves the flexibility of the environment and platform.
Additional benefits include affordability to both small and large advertisers given that cost per thousand in this space is as low as many main stream media platforms. Measurability can also be achieved through the use of TLC’s Fotoactiv app, Augmented Reality technologies and QR code applications all of which link to content, websites and mobi sites.
Finally, SMS allows for “call to action” campaigns when sending just a single message. This is advantageous since dwell time, cell phones and current consumer trends are all key when playing in the mobile space.
Tucker stresses that as with all forms of advertising, the point is to remain relevant and top of mind to the consumer. “I’m confident that advertisers will see the benefit of communicating relevant products to a receptive audience over a prolonged period of time and at an extremely competitive Cost per Point,” he concludes.