Advertisers coming to a Black barbershop near you
on October 22nd, 2007 at 8:24 amPut your clients in ethnic barbershops
By Kathy Prentice
medialifemagazine.com
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.
To find out how to get your client’s message in front of a targeted audience in a non-cluttered environment, read on.
This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.
Fast Facts
What
Ads placed on signage in neighborhood hair salons.
Who
Alloy Media + Marketing, headquartered in New York.
How it works
Ads are placed on framed posters hung in barbershops and beauty salons that cater to African-American and Hispanic clientele. The signage carries an implicit endorsement of the products by the shop proprietors.
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.
“Larger shops may have two,” Pettigrew says. “Also some shops that are both barbershop and hair salon have two so ads can be placed by the gender of the audience in the same location.”
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.” (more…)
