campaign examples - Behind The Chair

Transcription

the behindthechair.com story
A PLACE
TO BELONG
When you think of behindthechair.com, think of a living, breathing,
life-altering brand with the power to make a hairdresser believe in
herself. For more than 8 years, behindthechair.com has nourished
the hairdresser with inspiration, education and the motivation to
become her best. She rewards us with her frequent visits filled with
passion, sharing and learning. This shared passion means that
behindthechair.com welcomes over 850,000 salon professionals
each month, making us the largest and most powerful site in the
world for salon professionals.
sometimes it’s
very colorful!
I go to bed
with BTC every
night and wake
up with you
every morning.
- Stylist, Elizabeth Arden
Chicago, IL
WE SPEAK
HER LANGUAGE
Behindthechair.com speaks a hairdresser’s language. Our tone is
first-person, edgy, opinionated and never politically correct. We
water nothing down. She trusts our honesty, and we never take that
for granted. Our content is thought-provoking, inspiring,
educational, engaging and emotional.
WE READ
HER MIND
We study her every move. As she reads articles and views
step-by-steps and collections throughout behindthechair, we learn
what feeds her and where her interests lie. Like a fortune teller with
a crystal ball, we generate new content directed entirely toward her
interests so that she genuinely feels our connection to her needs
and commitment to her personal development. This thoughtful
creation of editorial content has driven her to read more than 2.5
million pages each month with an average visit length of over 7
minutes.
OK... Call it Big Brother
40 SouthLane,
Prospect,
Suite#
200, Roselle,
IL 60172
800.760.3010
[email protected]
151 East Hawthorne
West
Chicago,
IL 60185
800.760.3010
[email protected]
behindthechair.com story
2009 Salon Pro Type
Licensed Cosmetologist
Hairstylist/haircolorist non-owner
Independent Salon Owner/Manager
Booth Renters
Student
Chain Salon/Spa Manager
School Instructor
Nail Tech
Skin Care Professional
Makeup Artist
HER
PROFILE
91%
57%
19%
9%
6%
3%
2%
1%
1%
1%
Age Group*
18
26
36
46
56
-
25
35
45
55
65
23%
35%
24%
11%
3%
*based on licensed salon professionals
Station Size
Services Offered
1-2 Stations
2-5 Stations
6-10 Stations
11+ Stations
NA
Hair Cutting
Hair Coloring
Nail
Skin/Spa
Perm & Relaxers
Multi-Cultural
16%
25%
37%
22%
93%
89%
64%
61%
48%
32%
In Salon Computer Usage
2009 2008 2007 2006 2005
Internet Connection
High Speed Connection
Dial-Up Connection
Software Management
DVD Player - In Salon
VHS Player - In Salon
85%
88%
10%
39%
82%
23%
60%
85%
15%
34%
54%
19%
59%
83%
17%
34%
59%
24%
57%
78%
22%
35%
52%
31%
17%
75%
25%
10%
15%
10%
40 South Prospect,
Suite#
200, Roselle,
IL 60172
800.760.3010
[email protected]
151 East Hawthorne
Lane, West
Chicago,
IL 60185
800.760.3010
[email protected]
btc traffic and visitors
TRAFFIC JAM
visitors log on each month
Behindthechair.com is the most trafficked site
on the web and is ranked #1 in the US and the
world for salon professionals
Page Views
Visitors
2009
933,000
2,140,286 27,871,301
2008
869,508
2,409,446 31,525,963
2007
543,438
1,794,341 24,555,528
2006
531, 993
1,172,801 16,265,037
These numbers reflect
average monthly traffic from
behindthechair.com. Traffic
reflected in 2009 is averaged
monthly traffic from January
to August, 2009.
trafficked
salon industry
website in the
world
Hits
OMG
60,000
NEW
50,363
49,949
Our membership is always growing! There is no stagnancy
of same list, same people, same message. The number of
new members increases monthly by 7-10%. And, what’s
more, a full 34% of new members learn about BTC from
another loyal BTC member- found in their salon or school.
Can’t Get Enough!
100% visited once
61% visit at least 2 times or more
Over 50% of members visit
at least 4 times per month!
36,562
40,000
30,871*
27,188
20,000
13,849
0
2004
151 East Hawthorne Lane, West Chicago, IL 60185
2005
2006
800.760.3010
2007
2008
2009
*2009 calculated based on number of users up until August 31st, 2009, and then averaged for the rest of the year
Number of New Members Per Year
[email protected]
40 South Prospect, Suite# 200, Roselle, IL 60172 800.760.3010 [email protected]
btc members’ retail lines
Number of BTC Members Who Use
These Product lines - by alphabetical Order
PRESTIGE
BRANDS
RETAIL
BRANDS
Alterna
17,161
Aveda
29,058
American Crew
48,342
Alterna
17,161
Aquage
23,406
Bumble and Bumble
18,127
Farouk
31,480
Davines
4,340
Framesi
9,996
Kerastase
ghd
2,653
Phyto
7,695
Goldwell
32,917
Prive
2,338
Graham Webb
21,851
PureOlogy
ISO
20,215
Rene Furterer
Joico
38,425
Kenra
30,303
Keune
4,705
10,866
30,396
2,535
COLOR
BRANDS
KMS
21,434
Aveda
18,172
L'Oreal
41,817
Clairol
29,888
Matrix
80,767
Davines
Mizani
14,223
Farouk
14,051
Nioxin
50,622
Framesi
10,841
Paul Mitchell
85,208
Goldwell
31,927
Profound
Redken
1,712
99,470
2,769
ISO
1,509
Joico
15,466
Roux
5,969
Keune
3,714
Rusk
31,814
Logics
15,999
Schwarzkopf
22,170
L'Oreal
37,086
4,422
Matrix
57,835
Sebastian
45,541
Mizani
4,841
Sexy Hair Concepts
44,981
Paul Mitchell
41,349
TIGI
58,018
Redken
83,021
Scruples
Tressa
6,963
Wella
45,474
Zotos
8,098
Roux
4,925
Schwarzkopf
20,892
Scruples
3,026
Sexy Hair Concepts
8,199
TIGI
3,125
Wella
48,721
Numbers reflect members
from January 2004 - August 2010
40 South Prospect,
Suite#
200, Roselle,
IL 60172
800.760.3010
[email protected]
151 East Hawthorne
Lane, West
Chicago,
IL 60185
800.760.3010
[email protected]
btc members’ retail lines
Number of BTC Members Who Use
These Product lines - by rank order (largest to the lowest)
PRESTIGE
BRANDS
RETAIL
BRANDS
Redken
99,470
Pureology
30,396
Paul Mitchell
85,208
Aveda
29,058
Matrix
80,767
Bumble and Bumble
18,127
TIGI
58,018
Alterna
17,161
Nioxin
50,622
Kerastase
10,866
American Crew
48,342
Phyto
7,695
Sebastian
45,541
Davines
4,340
Wella
45,474
Rene Furterer
2,535
Sexy Hair Concepts
44,981
Prive
2,338
L'Oreal
41,817
Joico
38,425
Goldwell
32,917
Rusk
31,814
Redken
83,021
Farouk
31,480
Matrix
57,835
Kenra
30,303
Wella
48,721
Aquage
23,406
Paul Mitchell
41,349
Schwarzkopf
22,170
L'Oreal
37,086
Graham Webb
21,851
Goldwell
31,927
KMS
21,434
Clairol
29,888
ISO
20,215
Schwarzkopf
20,892
Alterna
17,161
Aveda
18,172
Mizani
14,223
Logics
15,999
COLOR
BRANDS
Framesi
9,996
Joico
15,466
Zotos
8,098
Farouk
14,051
Tressa
6,963
Framesi
10,841
Roux
5,969
Sexy Hair Concepts
8,199
Keune
4,705
Roux
4,925
Scruples
4,422
Mizani
4,841
ghd
2,653
Keune
3,714
Profound
1,712
TIGI
3,125
Scruples
3,026
Davines
2,769
ISO
1,509
Numbers reflect members
from January 2004 - August 2010
40 South
Prospect,
Suite# 200,
Roselle, IL
60172 800.760.3010
[email protected]
151 East Hawthorne
Lane,
West Chicago,
IL 60185
800.760.3010
[email protected]
enty, About Future of Brand
unmatched credibility and influence
“Regis CEO Paul Finkelstein Goes on Record
for BTC’s Own Mary Rector Gable”
+ scenes + story
“BTC Exclusive: Mary Interviews David Craggs,
President of L’Oreal Professional Division”
+ trends + celebrity
“BTC Exclusive: Madonna at 50. Garren
Takes BTC BehindtheCOVER.”
behindthe
INDUSTRY
“Vidal Sassoon and Mary Rector-Gable Launch Hairdressers
Unlocking Hope Which Raises $2 million for Katrina Victims”
“Bravo’s Shear Genius Names Mary Rector-Gable
Consulting Producer and behindthechair.com
Manages Casting Calls in 6 Cities.”
Front row and backstage. On platform and behind closed
doors. On the red carpet, beside the catwalk and in the lab.
Behind the camera and on the set. Wherever beauty news is
happening, behindthechair is there. We get the interviews
that nobody else gets. We get scoops, previews and first
looks. Why? Because we’ve worked hard to earn the trust
and credibility of our sources and our members. We tell the
story and we give it to you straight.
“Mary Interviews New P&G Head Reuben Carranza:
Bridging a Left & Right Brand World.”
“NCA Honors Mary Rector Gable with the Leadership Award
for Community Service for Work with Katrina Victims.
“Mary Interviews Paris Hilton on Her Thoughts of
Being a Role-Model for Young Girls.”
Today, industry superstars like Vidal Sassoon, Ken Paves,
Beth Minardi, Ted Gibson, Garren and Tabatha Coffey are
proud to call themselves FOBTC (Friends of BTC) and we’re
proud to offer their insights, knowledge and inspirational
stories to our members. Vidal Sassoon asked Mary to join
him to help Katrina victims. Even BRAVO-TV’s hit
hairdresser reality show Shear Genius relies on BTC to
source contestants and provide the producers with insights
into the profession and the industry.
“Mary Interviews Heads of P&G and Nioxin:
Is This Deal Head and Shoulders Above the Rest?”
“TIGI Awards Mary Surprise Humanitarian Award
at World Release in Las Vegas.”
“Ken Paves Receives the Hairdressers Unlocking Hope
Award at BTC’s Stylist Choice Awards in Orlando.”
“Mary Rector-Gable Has Been Named Judge
for 2nd Time for Global Salon Business Awards.”
Updated daily and available in multiple platforms, BTC’s
content delivers the updates, know-how and
motivation—immediately and in depth—that owners,
managers, stylists, colorists, students and industry business
“Anbtoinette Beenders Gives Mary Her
Shortest Cut in 20 years!”
“Beth Minardi Does First Color Webinar
with behindthechair.com”
1
2
O
R
3
4
5
6
7
8
9
10
11
Mary Rector-Gable With:
1. Vidal Sassoon 2. Paula Kent Meehan 3. John Frieda 4. Antoinette Beenders 5.Kimberley Locke of American Idol and Reuben Carranza of P&G 6. Paris Hilton 7. Ken Paves
8. Shauky Gulamani of Farouk Systems 9. Shear Genius Winner Anthony Morrison and Tabatha Coffey of Tabatha’s Takeovers 10. Nick Arrojo 11. Anthony Mascolr of TIGI
40 South Prospect,
Suite#
200, Roselle,
IL 60172
800.760.3010
[email protected]
151 East Hawthorne
Lane, West
Chicago,
IL 60185
800.760.3010
[email protected]
the story of our brands
behindthechair.com
In a word: empowerment. A life-altering online destination that empowers the hairdresser to
believe in herself. The web brought behindthechair.com to life on March 4, 2000, but it is the
salon professional that has nourished and transformed BTC into the largest and most powerful
online community. More than half a million salon professionals visit BTC each month, and each
time they do, they bring their passion, pride and commitment. Once they log on, they know they’ve
reached their destination—the #1 place to connect, learn, grow and prosper. That’s powerful.
www.behindthechair.com
behindthechair[ONPaper]
There’s a new addition to the BTC family and like any other newborn, it’s thrilling, exciting,
adorable and at times even infuriating. Our new “un-magazine” will make you laugh, will
make you think, will make you shake your head and ultimately, it will make hairdressers
proud to be who they are. It’s edgy, arty, inspirational and controversial—in short,
everything you would expect (and everything members expect) from behindthechair.com.
(Launching early 2009)
behindthechair.com/tv
Turn it on! BTC-TV is the industry’s first and most complete source for on-demand streaming
video and downloadable step-by-step video education. Now thousands of hairdressers are
learning new skills, 7 days a week, 24 hours a day. Tune in and learn how to deliver in-salon
trainings, trend updates, step-by-step techniques, product knowledge classes, interviews with
key personnel, academy tours, event previews and much more, on BTC-TV!
www.behindthechair.com/tv
stylist choice awards
It’s the most coveted distinction in the profession. A Stylist Choice Award means that thousands
of working salon professionals have tried, tested and professed undying admiration for your
product, voting it number one in its category. From shampoos to semi-permanent color,
conditioners to curl definers, each year a new crop of products, educators and companies are
eligible to sport their Stylist Choice Award seals with pride. And oh yeah—every year the Awards
ceremony in Orlando attracts hundreds of stylists and industry VIPs in what we can only describe
as one hell of a party.
whodoesyourhair.com
From behindthechair.com, this exciting new consumer beauty website connects salon clients with
America’s top stylists, salons and professional products. WhoDoesYourHair.com’s comprehensive
national directory matches customers with the very best salons and stylists in the neighborhood, or
in any neighborhood for that matter. That’s not all. WhoDoesYourHair empowers (there’s that word
again) salons with revenue-building tools--including in-depth profiles, business details, product
guides and promotional ideas and templates. For the first time ever, here is a comprehensive salon
and professional product locator that brings new clients into the salon…and keeps them there.
www.whodoesyourhair.com
800.760.3010
[email protected]
what’s the big idea
A LENGTHY
INTERACTION WITH
YOUR BRAND
Unlike print where you have only a few seconds to make a lasting impression,
behindthechair.com creates a DIRECT path from our site to your message where
salon professionals can have a LENGTHY INTERACTION with your brand. The
best part about BTC is our ability to help tell your brand story and engage
thousands of salon professionals in the process! We do this with a combination
of banners, targeted email campaigns, step-by-steps, collections and
advertorials-- all offering completely measurable results and lead generators.
WHAT’S THE
BIG IDEA?
It’s all about allowing your clients to dig deeper into your brand and using your
advertising dollars to make your ENTIRE message come through loud and clear.
Integration. Consider a three-dimensional
advertising partner that is always in
motion. With behindthechair.com,
behindthechair [ONPaper] magazine,
BTC-TV, Stylist Choice Awards and
Hairdressers Unlocking Hope, you get an
integrated advertising solution to elevate
your brand message to a level that cannot
be replicated anywhere else.
[
ON
Paper
]
YOUR
INTEGRATED
MESSAGE
Salon Video Education On-Demand 24 Hours a Day
40 SouthLane,
Prospect,
200,ILRoselle,
800.760.3010
[email protected]
151 East Hawthorne
WestSuite#
Chicago,
60185IL 60172
800.760.3010
[email protected]
culture | 2009
BTC [ONPaper]
PRINT ADVERTISING
PRICINGx1
2 Page Spread
$9,000
Full Page
$5,000
1/2 Page
$3,000
1/3 Page
$2500
1/4 Page
$1500
CREATIVE
Client Supplied
ISSUES
1st Quarter – The CELEBRITY Issue
2nd Quarter – The ART & COMMERCE Issue
3rd Quarter – The COLOR Issue
4th Quarter – The MAKEOVER Issue
WHO IS THE BEHINDTHECHAIR
[ONPaper] TARGET?
She's an owner/manager/stylist/colorist/school instructor who:
-- Carries "A-salon" retail and backbar brands
-- Has purchased educational materials from the BTC Bookstore
-- Has inquired about an educational class on the
BTC Show/Class Locator
-- Has posted a job on the BTC Jobs site
-- Has attended at least one major show in the last 2 years
(2 or more of the above)
Total Circulation = 75,000
40 South Prospect,
Suite#
200, IL
Roselle,
800.760.3010
[email protected]
151 East Hawthorne
Lane, West
Chicago,
60185IL 60172
800.760.3010
[email protected]
ONLINE
PROMOTIONAL
ADVERTISING
Emails
Banners
Surveys
EMAIL BLASTS
promotional advertising components
EMAILS
1. Email Blast (national or targeted) – Blast to our
entire BTC membership to launch a new product,
feature an educational event or offer a sample!
Email Blasts are sold on a per send basis.
2. Tip of the Day – Thousands of BTC members now
start the morning with a cup of coffee and the BTC
Tip of the Day. They look forward to daily servings of
business, trend, haircolor, how-to, Darcy and “Shear
Fun” tips to nourish their bottom lines and their
creativity. Client email blasts attached to a daily tip
generate substantial…and powerful leads.
3. E-weekly – Be included in the most widely read industry
online weekly newsletter, the BTC E-weekly. The E-weekly
mention includes text with 50 words, an image and a link to
your campaign or site. The E-weekly is delivered to all BTC
registered members every Saturday night, 52 weeks a year.
Tip of the Day Schedule
Sunday
BTC Eweekly
Newsletter
Monday
Business
Tuesday
TrendWatch
Wednesday
Haircolor
Thursday
Friday
Saturday
How-To
Darcy’s
Etiquette
Shear
Fun
1. Email Blast
2. Tip of the Day.
3. E-weekly Mention
800.760.3010
[email protected]
BANNERS
BANNERS
1. Channel Banner – Bring your message to life with banners. BTC
banners launch a salon professional on a LENGTHY journey with
your brand on a powerful direct path. We can link to your
promotional pages, contextual pages and/or a video. Banners are
sold by “channel” on a monthly basis and may rotate up to 4
different banners.
3. Freebies Banner – Nothing speaks louder than FREE and on
BTC we feature your sampling opportunities on our Freebies
banner page. Freebies Banners are sold on a monthly basis
and may share the page with up to 8 different banners. They
link to your site or promotional page.
2. Run of Site Banner – These banners are offered on the interior pages
of each of BTC’s contextual pages. Two are available on the far right
side of the page. Run of Site Banners are sold by “channel” on a
monthly basis and may rotate up to 8 different banners.
1. Channel Banner
2. Run of Site Banner
3
Freebies Banner
800.760.3010
[email protected]
SURVEYS
SURVEYS
1.
Survey (includes 10 questions)
– Find out what salon
professionals are thinking! Our
BTC survey allows you to get
answers to your pressing
questions. Survey includes up to
10 custom questions with
answers delivered to you in
tabulated charts and Excel
spreadsheets.
1. Survey
How Do You Get to a Survey?
Tell Me More Form (basic respondent
info) - Don’t need a complete survey?
No problem. Use our “Tell Me More
Form” to gather basic information
from those who are interacting with
your campaign.
Product
Announcement
3.
Excel Report
Freebie
4.
Charts & Graphs
2.
Collection
E-weekly Mention
Article
Promotional
Landing
Page
Survey
Banner
2. “Tell Me More” Form
3. Excel Report
4. Charts & Graphs
40 SouthLane,
Prospect,
Suite#
200, IL
Roselle,
800.760.3010
[email protected]
151 East Hawthorne
West
Chicago,
60185IL 60172
800.760.3010
[email protected]
ONLINE
PROMOTIONAL
PACKAGES
“All Access” Campaign
“Fast Pass” Package
“Shelf Life” Campaign
PRICING
btc promotional advertising packages
ALL ACCESS
CAMPAIGN
•
•
•
•
•
•
•
•
•
•
Channel Banner
Run of Site Banner
Email Blast (national or targeted)
Tip of the Day
Survey
Freebies Banner
Article, Collection, or Step-by-Step
Product Announcement
E-weekly Mention
New! BTC [ONPaper] 2 Page Print Ad
1x - $15,000
Creative:
Online Included
[ONPaper] Client Supplied
151 East Hawthorne
Lane, West
Chicago,
IL 60185
800.760.3010
[email protected]
40 South Prospect,
Suite#
200, Roselle,
IL 60172
800.760.3010
[email protected]
magazine.
PRICING
FAST PASS
CAMPAIGN
•
•
•
•
•
Tip of the Day
Email Blast (national)
“Tell Me More” Form
New! BTC [ONPaper]
1 Page Print Ad
1x - $10,000
3x - $9,000
6x - $8,000
Creative:
Online $1,500 per
40 South Prospect,
Suite#
200, Roselle,
IL 60172
800.760.3010
[email protected]
151 East Hawthorne
Lane, West
Chicago,
IL 60185
800.760.3010
[email protected]
PRICING
SHELF LIFE
CAMPAIGN
•
•
•
•
Tip of the Day
New! BTC [ONPaper] Featured Product
Print Ad (1/4 page product showcase
feature)
1x - $3,500
3x - $3,000
6x - $2,500
Creative:
Online Included
[ONPaper] Included
40 South
Prospect,
200,
800.760.3010
[email protected]
151 East Hawthorne
Lane,
West Suite#
Chicago,
ILRoselle,
60185 IL 60172
800.760.3010
[email protected]
PRICING
FAST PASS
PACKAGE
ALL ACCESS
CAMPAIGN
•
•
•
•
•
• Channel Banner
• Run of Site Banner
• Email Blast
(national or targeted)
• Tip of the Day
• Survey
• Freebies Banner
• Article, Collection,
or Step-by-Step
• Product Announcement
• E-weekly Mention
• New! BTC [ONPaper]
2 Page Print Ad
Tip of the Day
Email Blast (national)
New! BTC [ONPaper]
1 Page Print Ad
1x - $10,000
3x - $9,000
6x - $8,000
Creative:
Online $1,500 per
1x - $15,000
Creative:
Online Included
SHELF LIFE Ala Carte Components
CAMPAIGN Eblast (sent once)
•
•
•
•
Tip of the Day
New! BTC [ONPaper]
Featured Product Print Ad
(1/4 page product
showcase feature)
1x - $3,500
3x - $3,000
6x - $2,500
Creative:
Online Included
[ONPaper] Included
Eblast (Regional & Targeted)
Tip of the Day with link (sent once)
Home Page Banner (1 month)
Channel Banners (1 month)
Run of Site Banner (1 month)
Main Video Banner (60 days)
Freebies Page Banner (1 month)
Articles, Collections, Step by Steps (stamp posted)
Product Announcement (stamp posted)
Eweekly (sent once)
1x
$8000
call for quote
$3500
$6000
$4000
$2000
$5000
$2000
$4000
$1500
$1500
$2500
Creative Cost
1x
Eblast
Home Page Banner
Channel Banners
Run of Site Banner
Freebies Page Banner
$1500
$1000
$1000
$1000
$ 500
40 South
Prospect,
200,
800.760.3010
[email protected]
151 East Hawthorne
Lane,
West Suite#
Chicago,
ILRoselle,
60185 IL 60172
800.760.3010
[email protected]
ONLINE
CONTEXTUAL
ADVERTISING
Articles
Product Announcements
Collections
Step-by-Steps
Online Video
Create soft, touchable thickness with Your Product new featherlight Your Product.
The Your Product formula infuses hair with weightless volume, natural texture and radiant
shine while (of course!) keeping hair color brilliant. Enhanced with exclusive volumizing technology
and certified organic botanicals of lemongrass, papaya and ginseng, this aromatic,
thermal-protecting formula delivers extraordinary body and provides flexible control and
conditioning without residue or stickiness. Hair appears visibly thicker, lustrous and healthy with
long-lasting fullness. Your Product exclusive Your Product maximizes color
retention. Revitalize tender tresses with the comprehensive color-protecting, Your Product
from the number one selling shampoo, Your Product has two new companions; a
conditioner and intensive hair treatment, all formulated with chamomile, nettle and sage to nourish
dry, colored, chemically treated and over stressed hair. This sulftate-free formula utilizes the safest
Your Product cleansers to protect and prolong treated hair. Straight-haired girls are going
to be green with envy over their curly-haired counterparts. Why? Because Your Product is
launching an expanded, reinforced arsenal of Your Product styling and hair care options for
the multi-curl community. They’ve broadened their award-winning Your Product collection
to offer d clients streamlined Your Productmore products and new packaging so the
spirally-blessed have new ways to express themselves! After consulting with curly-headed models a
Your Product cleansing and treatment products, while broadening styling options to allow
myriad product combinations. All curls need a soothing touch when Your Product washed
and conditioned. and Your Product are universal, ultra-gentle formulas perfect for
pampering any curl. offers a more intense treatment for extra moisture and improved texture. Dry,
thirsty curls can use it as a regular conditioner while finer locks can use it once a week as a
pampering treat. Your Product is an intelligent gel-to-foam product that gives definition
without stickiness or stiffness - great for curls that crave a bit more support. Your Product is
a reviving concoction that enhances curl formation. It’s ideal for refreshing locks throughout the
ARTICLES & PRODUCT ANNOUNCEMENTS
contextual advertising components
ARTICLES &
PRODUCT ANNOUNCEMENTS
1.
1. Article
2.
Articles – We all know content sells. Advertorials are the
way to go with behindthechair.com solutions for all your
news-related stories. You may provide us with a story of up
to 500 words and 4 images, or we can interview you for
your very own story. It will show up on the home page for
at least one week and will offer several links to your
campaign, contextual components, video and/or website.
And, it’s archived on the site permanently.
2.
Product Announcements – Include images of products,
product descriptions and product usage information. It
links to any step-by-steps or collections that use the
product. Product announcements never leave the site.
800.760.3010
[email protected]
COLLECTIONS & STEP-BY-STEPS
COLLECTIONS &
STEP-BY-STEPS
1.
Collections - Includes up to 15 images/steps and 300
words outlining the collection’s inspiration. The collection
links to any step-by-steps, video or products used (if
available). They never leave the site.
1. Collections
2. Step-by-Steps – Step-by-Steps and “Get the Look” are the
name of the game when it comes to selling your education.
You can include up to 12 images/steps, copy for steps and
a link to the collection, video, or the products used (if
available). They never leave the site.
2.
Step-by-Step
Each Step has it’s
own page with detailed
technique information
151 East Hawthorne
West
Chicago,
IL 60185
800.760.3010
[email protected]
40 South Lane,
Prospect,
Suite#
200, Roselle,
IL 60172
800.760.3010
[email protected]
ONLINE VIDEO
ONLINE VIDEO
1.
Promotional Trailer - Go ahead—be a tease! Tantalize
beauty pros with a preview of your new product, collection,
educational item or event. These mini video clips can link
directly to ordering or sampling opportunities—big
opportunities for big sales!
2. Featured Video - Reserve a prime spot on BTC-TV. A
featured video is placed prominently on the BTC
“channel”—bringing plenty of attention…and viewers…for
your product or educational message.
With the launch of BTC-TV, salon pros
can learn online, at their convenience.
Now stylists and owners have 24/7
access to a complete library of video
clips and downloads--featuring
step-by-step techniques, artist profiles,
show footage, product knowledge,
catwalk coverage, business education.
What's in it for you? This is an
unparalleled opportunity to offer
in-salon training, trend videos,
technical and product education and
profiles of your company headliners,
effectively and affordably. You can also
take advantage of opportunities to
feature promotional trailers, BTC-TV
banners or even your very own channel
with free or pay-per-view content!
(Salons will have varying levels of
access, based on membership status.)
1. Promotional Trailer
2. Featured Video
•
•
•
•
•
Channels
Cuts
Color
Updos
Business
Men’s Hair
•
•
•
•
MultiCultural
Show Footage
Manufacturer
Career Opportunities
151 East Hawthorne
West
Chicago,
IL 60185
800.760.3010
[email protected]
40 South Lane,
Prospect,
Suite#
200, Roselle,
IL 60172
800.760.3010
[email protected]
ONLINE
CONTEXTUAL
PACKAGES
“Just Released” Collection Campaign
“Get the Look” Step-by-Step Campaign
“Well-Read” Article Campaign
“Product Showcase” Campaign
800.760.3010
[email protected]
PRICING
contextual online/[ONPaper] advertising
JUST RELEASED
COLLECTION CAMPAIGN
•
•
•
•
•
BTC OnLine Collection
BTC [ONPaper] Collection
E-weekly Mention
1x - $6,000
2x - $5,000
4x - $4,000
Creative Included
800.760.3010
[email protected]
PRICING
GET THE LOOK
STEP-BY-STEP CAMPAIGN
•
•
•
•
•
BTC OnLine Step by Step
BTC [ONPaper] Step-by-Step
E-weekly Mention
1x - $6,000
2x - $5,000
4x - $4,000
Creative Included
800.760.3010
[email protected]
PRICING
WELL READ
ARTICLE CAMPAIGN
•
•
•
•
•
BTC OnLine Article
BTC [ONPaper] Article
E-weekly Mention
1x - $6,000
2x - $5,000
4x - $4,000
Creative Included
40 South Prospect,
Suite#
200, IL
Roselle,
800.760.3010
[email protected]
151 East Hawthorne
Lane, West
Chicago,
60185IL 60172
800.760.3010
[email protected]
PRICING
PRODUCT SHOWCASE
CAMPAIGN
• BTC OnLine Product Announcement
• BTC [ONPaper] Product
Announcement (1/4 Page product
showcase)
• “Tell Me More” Form
1x - $2,500
2x - $2,000
4x - $1,500
Creative Included
800.760.3010
[email protected]
PRICING
JUST RELEASED
COLLECTION CAMPAIGN
•
•
•
•
•
GET THE LOOK
STEP-BY-STEP CAMPAIGN
• BTC OnLine Step by Step
• BTC [ONPaper]
Step-by-Step
• Product Announcement
• E-weekly Mention
BTC OnLine Collection
BTC [ONPaper] Collection
E-weekly Mention
1x - $6,000
2x - $5,000
4x - $4,000
1x - $6,000
2x - $5,000
4x - $4,000
Creative Included
WELL READ ARTICLE
CAMPAIGN
•
•
•
•
•
Creative Included
PRODUCT SHOWCASE
CAMPAIGN
BTC OnLine Article
BTC [ONPaper] Article
E-weekly Mention
• BTC OnLine Product
Announcement
• BTC [ONPaper]
(1/4 Page product
showcase)
1x - $6,000
2x - $5,000
4x - $4,000
1x - $2,500
2x - $2,000
4x - $1,500
Creative Included
Creative Included
Ala Carte Components
Articles
Collections
Step-by-Steps
`
E-weekly Mention
Tell Me More Form (send me more info form)
Video: 30 sec – 3 min Promotional Trailer
Video: 4 min – 15 min Clip
Video: 16 min and up
$4000
$4000
$4000
$1500
$1500
$2500
$500
$1500
$2500
$5000
800.760.3010
[email protected]
CAMPAIGN
EXAMPLES
TIGI Foxy Curls
Sampling Campaign
Graham Webb Modern Box Bob
Video Campaign
Farouk CHI Pink Dazzle
Enter to Win Campaign
Barbicide Re-branding
800.760.3010
[email protected]
EXAMPLE CAMPAIGNS
graham webb
1.
behindthechair.com
CAMPAIGN
EXAMPLES
Graham Webb
Modern Box Bob
Video Campaign
Quick Campaign Facts
Two month Video Campaign for Graham Webb’’s
new technical video Modern Box Bob by Nick
Arrojo utilizing the BTC “All Access” Campaign
PLUS video strategy, including:
1.
2.
3.
4.
5.
6.
7.
8.
9.
2.
Channel Banner
Run of Site Banner
Email Blast
Survey
Online Video
Collection
Step-by-Step
E-weekly Mention
Results
Received 7,341 survey completions and
requests to view the video!
Plus
3.
The video received 5,104 views!
800.760.3010
[email protected]
EXAMPLE CAMPAIGNS
graham webb
4.
5.
6.
7.
8.
9.
800.760.3010
[email protected]
EXAMPLE CAMPAIGNS
tigi foxycurls
1.
behindthechair.com
CAMPAIGN
EXAMPLES
TIGI Foxy Curls
Sampling Campaign
One month sampling campaign for a new
product utilizing the BTC “All Access”
Campaign strategy, including:
1.
2.
3.
4.
5.
6.
7.
8.
2.
Channel Banner
Run of Site Banner
Email Blast
Survey
Freebies Banner
Step-by-Step
E-weekly Mention
Results
Received 4,688 survey completions and
sample requests!
3.
800.760.3010
[email protected]
EXAMPLE CAMPAIGNS
tigi foxycurls
4.
5.
6.
7.
8.
EXAMPLE CAMPAIGNS
chi pink dazzle
1.
behindthechair.com
CAMPAIGN
EXAMPLES
CHI Pink Dazzle
Enter to Win Campaign
One month ‘Enter to Win’ contest campaign for
CHI Pink Dazzle Limited Flat Iron, that include:
1.
2.
3.
4.
5.
6.
7.
Channel Banner
Run of Site Banner
Email Blast
Survey
Freebies Banner
E-weekly Mention
2.
Results
Received 2,206 enter to win survey forms.
Overall, Farouk has received over 17,000 survey
completions in the first 6 months of the year
tracking to collect over 30,000 survey responses
(and new email addresses) for the year!
3.
800.760.3010
[email protected]
EXAMPLE CAMPAIGNS
chi pink dazzle
4.
6.
5.
7.
800.760.3010
[email protected]
EXAMPLE CAMPAIGNS
barbicide
1.
behindthechair.com
CAMPAIGN
EXAMPLES
The Re-Branding of
Barbicide
BTC Creative developed the new Barbicide
rebranding strategy including new website
development, on-going monthly campaigns
featuring various products utilizing the BTC “All
Access Article” Campaign strategy, including:
1.
2.
3.
4.
5.
6.
7.
8.
2.
Website
Channel Banner
Run of Site Banner
Email Blast
Survey
Article
E-weekly Mention
Results
Received over 3,000 survey completions and
increasing their business over 40% in one
SKU at Sally Beauty alone!
3.
800.760.3010
[email protected]
EXAMPLE CAMPAIGNS
barbicide
4.
6.
5.
7.
8.
800.760.3010
[email protected]
JOBS &
RECRUITING
behindthechair.com/jobs
FILL YOUR
CHAIRS
With more than 869,000 salon pro visitors inside
behindthechair.com every month, we are your best
recruiting source for licensed salon professionals.
We offer recruitment campaigns for regional and
national salon chains including Featured Employer
Banners, email blasts, banner ads and job listings.
Looking for new educators? We offer bulk job posting
discounts, as well as customized recruitment
websites and integrated banner ad/email campaigns
offering manufacturers the most effective options in
promoting available positions in specific markets.
Jobs Homepage Banner
Featured Employer Banner
Listing Page
I’ve received so many resumes from
behindthechair.com that I have real
choices. I don’t have to settle on less
than perfect candidates.
Tony Gordon, President
Gordon in Ravinia, Lakeview, IL
DRIVE
THE CAMPAIGN
Job Posting Page
Email Blast
Run of Site
Banner
800.760.3010
[email protected]
CHAIN SALON
RECRUITMENT
WEBSITE
First, our BTC Creative team will work with you to
build a 5 to 6 page recruitment microsite to highlight
the point of difference of your chain salon
organization, the opportunities available, the benefits
offered, the education you provide, a salon locator and
most importantly, an online application. You
determine the questions for your application, and we
build it. When a salon professional fills out the
application, it’s immediately sent via email for
follow-up to the designee of your choice in your
company. We also collect the applications in a
database for monthly reporting. Expect to receive
hundreds, if not thousands, of applications! ALL of
our clients do, with no exception.
Home Page
SAMPLE CHAIN SALON
RECRUITMENT WEBSITE-
Sport Clips
behindthechairexchange.com/sportclips
About Us Page
Photo Gallery Page
Employee Benefits Page
Press Page
Salon Locator Page
Application Form
800.760.3010
[email protected]
MANUFACTURER
EDUCATOR
RECRUITMENT
PROGRAM
Like the Chain Salon Recruitment Website, our
BTC Creative team will build a 3 page microsite
utilizing your images, copy and descriptions of
your full time/part time educator positions. The
home page provides imagery of your company
and a menu leading to the two other pages. The
second page describes the opportunities
available and specific responsibilities when
becoming an educator for your company. The
final page is an on-line application.
Leads to a
Recruiting
Landing Page
SAMPLE MANUFACTURER
RECRUITMENT WEBSITE- Farouk
behindthechairexchange.com/farouk
Farouk Microsite Homepage
Farouk Microsite Info Page
Farouk Microsite Application Page
800.760.3010
[email protected]
Fill Your Chairs Pricing
BTC JOBS
FILL YOUR CHAIRS PROGRAM
-Job Posting (searchable by position, state, date or keyword)
-Job Details (highlights the employment opportunity, candidate requirements and benefits)
-Salon Profile (highlights the employer’s salon details including affiliations, products used,
years in business)
-Backend Administrator (allows you to post jobs, edit or view statistics for your postings,
establish search agents and create sub accounts)
2 MONTH
POSTING
$119
• FREE Salon/Company Profile
1 YEAR
POSTING
$495
• Same benefits as the 6 month options
only even more affordable at less than
$1.50 a day
• FREE Resume Inbox
6 MONTH
POSTING
$295
• FREE Access to Resumes
in your state at any given time
• Modify your job posting at any time
• FREE Access to Resumes in your state at
any given time
• Create Search Agents
• Modify your job posting at any time
• Four FREE listings in quarterly Trade
Advertising
• Create Search Agents
• One FREE listing in our quarterly Trade
Advertising
1
POSTING
Price
5-10
POSTINGS
Price
1, 60 day posting
1, 6 mo posting
1, 12 mo posting
$119
$295
$495
5-10, 60 day posting
5-10, 6 mo posting
5-10, 12 mo posting
$109
$269
$449
10+
POSTINGS
Price
20+
POSTINGS
Price
10+, 60 day posting
10+, 6 mo posting
10+, 12 mo posting
$99
$249
$419
20+, 60 day posting
20+, 6 mo posting
20+, 12 mo posting
$95
$229
$395
800.760.3010
[email protected]
SHOWS &
CLASSES
About 37% members come once per month
class locator
SHOWS &
CLASSES
Stylists find academies, distributor and
in-salon educational classes by using our
most celebrated directory of them all—BTC
Show/Class Locator! Salon professionals
search by class, state, company and/or
dates to find all the educational classes
available to them. You may purchase class
listings in various quantities and once
entered, and once entered, they can be
modified at your convenience. Classes
automatically expire after the class date has
passed.
Show/Class Components Include:
Quarterly/Annual Shows/Classes Home Page
Banner
You will receive a banner on our BTC
Shows/Classes Home Page. Your academy
banner will be seen 24 hours a day, 365 days
a year, by over 50,000 monthly salon pros
searching for classes. It will link directly to
your Academy website where salon pros can
review all your classes all year long.
Class & Show Locator Home Page
Class/Show Bookmark Banners
Class/Show Description Page
Class Listing Page
Inquiry Form
Monthly Email Listing in Our E-weekly
Your message will be included in our famous
BTC E-weekly which is sent to our entire
membership every Saturday night.
Show/Class Listing & Inquiry Form
You may list up to 400 of your
academy/distributor classes. Provide us with
an excel spreadsheet of your class
information, and we will download your
information into our database. Your listing
includes: the name, short and long
descriptions, location, and date/time of the
class. It will also have a link to your website,
and an email address where users can get
more information. Classes may be searched
by: type of class, manufacturer/company,
state, date range or keyword—ie artist or
educator offering the class.
When a visitor wants to receive more
information they will complete a form and
send it automatically to the recipient of the
BTC Class Locator inquiries.
Article
800.760.3010
[email protected]
BTC SHOWS/CLASSES
FILL YOUR CLASSES
PROGRAM
3 MONTH
FILL YOUR CLASSES
3
1
3
1
Total
Value
months Shows/Classes Event Banner
months Show/Classes Bookmark Banners
months class listings – up to 50 listings ($50 per listing)
weekly Blurb or Bookmark Banner
TOTAL VALUE
TOTAL SAVINGS
TOTAL INVESTMENT
3 Months---
6 MONTH
FILL YOUR CLASSES
6
3
6
3
$3,000
$2,500
$2,500
$1,500
$9,500
$2,000
$7,500
Total
Value
months Shows/Classes Event Banner
months Show/Classes Bookmark Banners ($2,500 per month)
months class listings – up to 250 listings
weekly Blurb or Bookmark Banner
TOTAL VALUE
TOTAL SAVINGS
TOTAL INVESTMENT
$6,000
$7,500
$12,500
$4,500
6 Months---
12 MONTH
FILL YOUR CLASSES
$30,500
$16,000
$14,500
Total
Value
12 months Shows/Classes Event Banner
1 month Center Home Image Banner
6 months Show/Classes Bookmark Banners ($2500 per month )
12 months class listings – up to 500 listings ($50 per listing)
1 Article written by BTC
6 weekly Blurbs or Bookmark Banner
$12,000
$3,5000
$15,000
$25,000
$4,000
$9,000
TOTAL VALUE
TOTAL SAVINGS
TOTAL INVESTMENT
$68,500
$43,500
$25,000
12 Months---
800.760.3010
[email protected]
CONTACT US
DANA
SCHMIDTBAUER
VP Account Development
[email protected]
MARY
RECTOR-GABLE
[email protected]
phone: 925.672.9209
cell: 925.413.2403
fax: 866.728.5442
phone: 630.760.3010 X14
cell: 630.272.3252
fax: 630.894.5607
KATIE
CAHAIL
CORPORATE
OFFICE
Account Manager
[email protected]
phone: 630.760.3010 X18
fax: 630.894.5607
151 East Hawthorne
West Chicago,IL 60185
phone: 630.760.3010 X23
fax: 630.818.4916
We’d
to chat!

campaign examples - Behind The Chair

Transcription

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