copyright salon style media 2007 prepared by ed gemmell – salon style czech republic and lucian...

copyright SALON STYLE MEDIA 2007

Prepared by Ed Gemmell – Salon Style Czech RepublicAnd

Lucian Toma – Salon Style Romania2007

CONFIDENTIAL

Media presentation


OUTLINE1. Completely New Medium!2. What is it?3. Why it works? 4. Campaigns5. Case Studies6. Pictures7. Opportunities for you!8. Targeting9. Additional possibilities10.Research


KEEP LOOKING AT THE ADVERTISING!

Advertising right next to or on the mirrors in hairdressing salons & complete use of the

interactive environment of hairdressing salons


Number of salons and customers?

CZECH REPUBLIC - 1650 active salonsOver 2550 contracted

ROMANIA – 750 active salonsOver 980 contracted

An average of 450 people per salon per month – research

shows that some salons have up to 1000 customers per month!


Number of salons in the Network in JUNE 2006

Active ContractedCZECH REPUBLIC 1650 (2550)SLOVAKIA 800 (1500)POLAND 150 (200)HUNGARY 550 (650)ROMANIA 750 (980)ESTONIA 200 (225)UKRAINE 400 (450)

PROBABLE – LATVIA (50), LITHUANIA (50), BULGARIA (150), SLOVENIA (100), MOLDOVA (50)


1. IN YOUR FACE2. GUARANTEED VIEW3. LENGTHY EXPOSURE4. INTERACTIVE5. CONTROLLED ENVIRONMENT

Salon Style USP


– The advertising is positioned in your prospects line of sight.

– The advert cannot be missed by any customer of the salon because of its position.

– The advert is in constant view, within 50cm of the centre of the mirror.

1. IN YOUR FACE!


2. GUARANTEED VIEW

– The customer can’t turn their head.– The same advert is positioned next to

every mirror, in every salon to give a guaranteed view by every customer.

– Appearing on an average of three to four times in each salon, each individual advert cannot be missed!


3. LENGTH OF EXPOSURE

-The average time for a haircut is 54 min.

-For the vast majority of this time the customer is facing your advert.


4. INTERACTIVE– WE PROVIDE THE TOPIC! Customers

want to talk. Hairdressers want to talk. – POSITIVE ENVIRONMENT The

customers are open to absorb your message, they come to relax and to be taken care of.

– NATURAL We don’t need to motivate the customers to talk about your brand, they do it.

– TAKE AWAY INFORMATION The Customer can receive a voucher, sample or a leaflet


– Samples can be distributed. – We can use the time of the customer and the whole space of the salon.– Market research using salon staff.– We can tailor make a program to suit your needs.– National or local campaigns,

you decide.

5. CONTROLLED ENVIRONMENT!


CAMPAIGNS ROMANIA

• BAT ROMANIA – VOGUE • BAT ROMANIA – PALL MALL• PORSCHE ROMANIA – VOLKSWAGEN POLO• PORSCHE ROMANIA – VOLKSWAGEN EOS• GENERAL MOTORS – CHEVROLET• GENERAL MOTORS – OPEL• M CAR DISTRIBUTION - MITSUBISHI• VOLVO CAR CORP ROMANIA - VOLVO• US FOOD NETWORK – KFC, PIZZA HUT• UNILEVER ROMANIA – DOVE• KRAFT FOOD ROMANIA – JACOBS • COCA COLA ROMANIA – COCA COLA LIGHT• SCHERING AG ROMANIA • AVON ROMANIA – CAMPANIE UMANITARA• GLOBAL DESIGN – INTERIOR ELEMENTS• SUPREME CHOCOLAT - ANIDOR• EDITURA 3• ATAS LIGHTNING ROMANIA – ATAS LIGHT• GREEN NET – FOLTENE• FERRERO – TIC TAC• SENSIBLU – SENSIBLU • MEDLIFE - ASILIFE


CAMPAIGNS WORLWIDE

• DANONE – VITALINEA, FRUGITO• OTTO• MAGGI – AMORE MIO• ASUS COMPUTERS• VILLAGE CINEMAS• YVES ROCHER• FERRERO• PHILLIPS• QUELLE• NOWACO• CONTACTEL• BIOSCALIN• TRIUMPH • NESTLÉ – NESCAFÉ, MAGGI• BERLITZ• WRIGLEY

• AVIVA• BATA• MASTERCARD• SCHOLLER• SCHOLL• SMARTSHOP• CAMPINO • EUROTEL• GSK – AQUAFRESH• RED BULL• PROGYM• PROCTER & GAMBLE –

PANTENE• COLGATE

· ALFA ROMEO· NISSAN

· HYUNDAI· MAZDA

· FORD· TOYOTA DAEWOO

· FIAT· JAGUAR

· SKODA· AUTOPLUS


Case Studies1. Nescafe2. Bata3. Ford


Case Study - Nescafe

Campaign Elements

ATL: A4 adverts on or next to mirrors in salons across whole countryMaximum of 1200 salons in one month (3 month campaign)

BTL: Sampling of Nescafe Classic in all salons in the campaignPacking and distribution of 1.5million pieces to salons Coffee, creamers, sugar, stirrers, branded paper cups & mugsSachets of coffee as “take-aways” for customersInstructions to salons on preparation of coffee for customersRe-stocking of salons who ran out of samplesKettles distributed to salons that did not have their ownIncentives to motivate salon staff to promote Nescafe and win prizes

Exit polling to gather information on brand awareness and execution

Advertising campaign with sampling - nationwide


Case Study - Nescafe


Case Study - Nescafe Advertising campaign with sampling - nationwide

Results

Independent Research – Exiting Polling

Top of Mind 45%Overall Unaided Recall 68%Aided Recall 80%

Mark Davis – Marketing Director, Nestle Česko

“When I was first approached about this medium I was interested. It allows us to target consumers at a time when they are relaxed and receptive, without the traditional clutter surrounding other media channels. In my opinion, the ability to allow the consumers to sample our product whilst taking on a message in this environment has a clear qualitative advantage over many other media.”

n = 127


Case Study – Bata

Campaign Elements

ATL: A4 adverts on or next to mirrors in salons in selected cities310 salons in one month (1 month campaign)

BTL: Distribution of Bata’s Detail CRM magazine to salons

Parties run for salon staff in Bata stores in 5 cities (927 visitors) Closed shopping for only salon staff (90 minutes; 20% discount) Champagne available for all attending staff members (Half of all salon staff invited were in attendance) Exiting polling to gather information on brand awareness and execution

Advertising campaign with parties for salon staff - nationwide


Case Study – Bata


Case Study – Bata

Results

Exiting Polling Overall unaided recall 86% Aided recall 92%

What first directed the customers’ attention to Bata in the salon?

Advertising 73.2%Salon staff 21.4%

The fact that staff were talking to customers about Bata even before they saw the advertising in the salon shows the true value of viral marketing in this environment!

78% of customers noticed the Detail magazine70% of customers read the Detail magazine47% of customers expressed interest in joining the Bata Shopping Club

Advertising campaign with parties for salon staff - nationwide

(n = 120)


Mini Case Study – Ford

Background• Regional campaign carried out advertising the Ford Focus C-Max• Campaign involved A4 adverts in salons• Leaflets also placed in salons.• Offer to test drive the new C-Max by going to the dealership• Handing over the leaflet in the dealership to obtain a bottle of Frankofka wine.

Results Exiting Polling Overall unaided recall 77% Aided recall 85%

Ford were very happy with the campaign which increased the number of test drives of the C-Max by 25% during the period of the campaign.Also additional calls to the hotline were noted during this period.


Mini Case Study – Ford


CAMPAIGNS


CAMPAIGNS BTL


OPPORTUNITIES FOR ADVERTISERS

Why does it work for you?

• An ideal location to communicate a detailed message about a product and collect information. In salons there is time to give the whole picture!

• Newest and most exciting media. Be presented in the start-up momentum, show innovation!

• Advertise from 200.000 TO 1.6 million people for the equivalent time of more than 60 TV ads!

• Make this new media a permanent part of the media-mix!


GOING MASS MARKET or GOING VERY TARGETED?

WE CAN PREPARE A CAMPAIGN BASED ON YOUR NEEDS! FOR EACH SALON, WE KNOW:

• The location• Base price per men’s and women’s haircut – estimated socio-demographic groups• Men / Women split• Age groups (percentage <20, 20-35, 35-50, >50) • Frequency of visitors


Segmentation - Price Division

0

50

100

150

200

250

300

350

400

450

1.5

3.5 5

6.5

8.5 10

11

.5

13

.5 15

16

.5

18

.5 20

21

.5 27

27

+

Nu

mb

er

of

Salo

ns

Price of Standard Cut (Euro)For women

Total NetworkAverage Women

7 Euro

Average Men3 Euro

Top 10 CitiesAverage Women

9 Euro

Average Men4 Euro


Segmentation – Age/Gender

% of Salons in Network

Men Only 7,55

Women Only 25,05

Unisex 67,40

Age Range % of Salons in Network

<20yo 21

20–50yo 57

>50yo 22

Unisex salons have an average

ratio men to women of 39% to 61%


Segmentation

Using the information in our database we can target your customers!!

In a long term partnership we can gather additional information specific to your needs


ADDITIONAL POSSIBILITIES•Make hairdressers talk - build a relationship with the largest live interactive marketing team in the Czech Republic and now in Romania – on the job every minute! Explain the product to them.

Already 8,500 hairdressers in Czech Republic!

Already 3,500 hairdressers in Romania!

•Hairdressers contest to make hairdressers into customers they are mostly in the exact target market group, get them to promote your products.

•Research – The possibility to step into our extensive research and telemarketing projects, essential to improve brand awarnes and targeting marketing strategies.


ResearchInformation


Frequency of Visits

0

5

10

15

20

25

30

More thanonce amonth

Once amonth

Once everymonth and

a half

Once everytwo

months

Once everythree

months

Once everythree to six

months

Less often

13

26 26

22

65

2

Q. How often do customers visit the salon?A. On average - once every 1,8 months

Per

cen

tag

e o

f S

ampl

e G

roup

Frequency of Visits

IBRS Research


General Advertising Recall

Yes

No

10%

90%

Q. Did customers remember seeing any advertising in the salon?A. 90% of those asked said yes

IBRS Research


Specific Advertising Recall

0

10

20

30

40

50

60

70

80

Immediate Recall OverallSpontaneous

Recall

Aided Recall

Q. Did customers remember adverts for a specific FMCG brand in the salon?A. Overall spontaneous recall rate was 68%

45

80

68

80% of customers „liked“ or „liked a lot“ the advertising and 56% said they would be influenced to buy the product advertised

Per

cen

tag

e R

ecal

l

IBRS Research


Definitely Yes

Rather Yes

Rather No

Definitely No

38

47

12 3

Q. Would customers welcome receiving a sample of an FMCG product?A. „Definitely Yes“ or „Rather Yes“ totalled 85%

Sampling

IBRS Research


After 3 months?

Salon Style Research

Research Brief

•Campaigns for two FMCG brands in place for 3 months

•Research carried out after end of the campaign in the high traffic points of the town (e.g. Main Square, Railway Station)

•Individuals asked if they had visited a salon in the last three months

•If they visited a salon that had adverts in place then further questions asked

•Aided and unaided recall rates determined


After 3 months?Salon Style Research

Brand 1Brand 2

Unaided

Aided

0

5

10

15

20

25

Per

cen

tag

e R

ecal

l 2022

710

Q. How effectively do these adverts work in the medium to long term?A. Aided and unaided recall rates show this medium to be very effective


Comparison to Print

Salon Style Research – April 2004

Research Outline

•A sample of ladies aged 25 –40 were asked to read a top women's magazine for 45 minutes to one hour

•The Magazine contained 115 full page adverts and 24 classified adverts.

•Immediately after reading the magazine individuals were then asked if they had seen any advertising.

•If they had seen advertising then further questions were asked to ascertain unaided and aided recall rates.


Comparison to Print

Salon Style Research – April 2004

UNAIDEDRECALL AIDED

RECALL

0%

10%

20%

30%

40%

50%

60%

70%

80%

Magazine

Salon Style


CONTACT

Salon Style Media - RomaniaStr. Intrarea Sevastopol 4, sector 1, Bucuresti

Manager:LUCIAN TOMA, +40 (0)21.310.20.23, +40(0)[email protected]

Salon Style s.r.o. – Czech RepublicKrakovska 7, Praha 1, 110 00, Praha

General Director: ED GEMMELL, +420 777 304007, [email protected]

copyright salon style media 2007 prepared by ed gemmell – salon style czech republic and lucian...

Documents

copyright salon style

salon staff

contracted romania

research slide

leaflet slide

active salons

number of salons

guaranteed view