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A Social
Media Primer
salon
TWITTER
Instagram,
Pinterest and More…
Pros: Fast and easy; 140 characters or less.
Good way to show off photos, too.
Pitfalls: Short tweets limit the amount of
While the four platforms in this story are leading
the way for salon businesses in social media, there
are plenty of others you can use to connect as well. For
the salon industry, the focus on visuals with Instagram and
Salon owners share their how-tos
for navigating the ins and outs of
Facebook, Twitter, Yelp and more.
Pinterest seems like a natural fit. But you’re also limited in
rcha
#betterbusiness
rged
Critical information
on business building,
education and salon
success stories
the amount of information you can put out. For now, those
might be better used in combination with a Facebook or
Twitter account to help promote your business. If you
go the Instagram or Pinterest route, get your entire
staff on board and make sure they’re posting their
By Melissa Hill
W
that’s interesting, they‘ll stop following you.“
Colley leapt into Twitter two years ago and hasn‘t looked back.
“It created a really big buzz for us,“ she says. “It increased our
YELP
easiest way is to watch what other people are doing,“ says Colley.
as successful for them as Twitter, though. “Facebook can be a little
personal. Twitter is so quick; it‘s an easy way to connect,“ says
Colley. Her advice is to jump in, but start with one platform. “The
FACEBOOK
overwhelming message of salon owners who have
Pros: Flexibility on what you can post. A more
to find your salon and be enticed to
reviews from your current clients.
fans with deals,“ says Eric Ducoff, vice-
Pitfalls: Negative reviews may be
president of Strategies, a salon business
walks in the door. That is instant gratification; she found a new salon,
we gained a client.“
YOUTUBE
consulting company. “They‘re not sharing any of their culture—
left as well, leaving you to delicately handle a tricky situation.
pictures of the fun stuff you do, behind the scenes at the salon,
Top Tip: “Yelp can be double-edged sword,“ says Ducoff.
stories of worst hair nightmares.“
Pros: “A video of your business
adds personality. It gives clients
a peek at who you are and what
you do,“ says Beth Lugtu, owner
“The best thing to do is apologize and offer to do what you can
Top Tip: “Don‘t spread yourself too thin,“ says Ducoff. "It can
to make it better. Post it publicly and ask them to contact you
become a full-time job. Facebook and Twitter reign supreme by
directly to discuss a solution. You should do that across any of the
amount of activity. Pinterest is fantastic because it‘s so visual. For
platforms. Respond with a cool head and as evenly as you can to
any of these, if you get into it, make sure you can maintain it. If
make it right. It‘s only going to help your reputation.“
you don‘t stay involved and social, people lose interest.“
of Textura Salon in Vancouver. “It can be like a video newsletter,
Every six months social media doubles in influence, according
Kezia Morrone has been with Mosaic Hair Salon in Toronto for
informing clients what you're doing and where you're going.“
Pitfalls: Making videos can be a lengthy process. For the salon,
two and four hours, depending on the amount of footage.
to Robert Barbosa of Salon Escape in Toronto. This is why it’s
eight years. Now the front-line manager, she is also the social
become essential for his business, which has a presence across
media manager. “It‘s fun and rewarding to see how clients
multiple platforms. Yelp, however, has become one of the salon’s
respond,“ says Morrone. She spends three hours a week on
biggest drivers. He estimates 45 per cent of new clientele can
Facebook and Twitter, usually on Mondays when the salon is closed,
be attributed to online efforts—of that, 70 per cent come to them
Top Tip: “Social media is another tool for businesses to get their
planning out posts for the week. Then, for a half hour at the end of
through Yelp. That’s followed by Google optimization, Facebook
brand message and their name out there. And it is instant,“ says Lugtu.
each day, she checks the accounts and responds to comments. “It
and Twitter. The role Yelp plays cannot be overstated, especially as
“With millions of people on social media platforms, it just made sense
gives us the opportunity to listen to what clients need and what
traditional referral programs falter and new client retention falls.
for our business to be on there as well.“ After launching a website and
works for them,“ she says. “It extends your market reach and lets
“New client retention is at 25 per cent, when not long ago it was
joining Facebook, Twitter, Yelp and Google Plus, YouTube has become
you establish and maintain relationships with your clients.“ They‘ve
60 per cent,” he says. “Loyalty is almost obsolete, and clients go
the next stop for the salon. “Referrals are the lifeblood of our industry,“
done that by creating a weekly schedule that offers promotions on
wherever they want to and wait till the last minute to book.“
says Lugtu. ”So when a client tells someone to check out Textura
Mondays, tips and tricks on Tuesdays, hair facts on Wednesdays,
Salon and that person can not only read about us on the website, see
trends on Thursdays and product knowledge on Fridays, often with
pictures on Facebook, follow our tweets, but can also see a video of us
special deals. ”It creates a unique experience, and you can promote
in action, that has a larger impact than just reading a review.“
your brand differently," she says.
s a l o n m ay + j u n e . 1 3
a larger audience. It takes the edge off when you connect through
social media. You almost feel like you know the person already.“
make an appointment after reading
Pitfalls: “So many people end up spamming
example would be a person tweeting out, looking for a new salon. We
tweet back, ‘We’d love to wow you, call us.‘ An hour later, a new client
“I asked people questions about what to tweet and how to attract
Pros: It’s a great way for clients
personal connection with clients.
want instant. A business on social media can fulfill that want. An
54
owner of Tips Nail Bar in Toronto. “If you’re not posting information
plus, all nail techs have their own accounts. Facebook hasn’t been
hen it comes to social media, if your salon is still
h.13
s a l o n marc
you‘re going to post once or twice a week, do it,“ says Leeanne Colley,
name of the game.
not in, your business is missing out. That‘s the
any business. It‘s about being able to connect to clients and potential
clients,“ says Beth Lugtu, owner of Textura Salon in Vancouver. “People
ine.ca
Top Tip: “Stay involved in it. Don‘t start something and disappear. If
long.“ Colley has since started Facebook and Instagram accounts,
followers with fresh content is the
jumped on board in the last several years. “Social media is a must for
91
information you can relay to clients. A fast-moving
timeline means your tweets might get buried quickly.
business and traffic 15 to 20 per cent. I wish I hadn‘t waited so
work, too. Staying active and providing your
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Publications Mail
Benefit from Salon Magazine’s engaged
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Advertising with Salon is the most costefficient and effective means to deliver
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So
SoCial
MeDia
Your guide
to going
digital
salonmagazine.ca
Follow us on Facebook and Twitter! Go to Facebook.com/
SalonMag or Twitter.com/Salon_Magazine to find us.
salonmagazine.ca
1.
Five Quick Tips on
Social Media
Do your research.
“Many platforms have additional functions. If you do a little
research, you can make posts look more professional,“ says
Eric Ducoff, vice-president of Strategies.
2.
Choose the right profile picture.
“Make sure you‘re representing yourself the way you want
your business to be seen,“ says Ducoff. “Consider hiring a
designer to make a good header for your page.“
3.
Pay attention to the simple stuff.
Check spelling and grammar. “Even if it’s just a personal
page, you're not doing yourself any favours in the
professional world with mistakes,“ says Ducoff.
4.
Get your staff on board.
“Hold a weekly meeting and get them to come up with
ideas, too,“ says Ducoff. “If you’re not the only one posting,
make sure you set down some ground rules.“
5.
Use your time wisely.
Online tools like Hootsuite can help you to plan. Sit down when
the salon is closed, enter messages in one sitting and allow the
program to post them automatically, all week long.
S
m ay + j u n e . 1 3
salon
55
salon
events
HAIRLINE
NEWS
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Pice prkodsucts
itorp-’s
Ed
of-the-lin
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for your
The hottest products,
trends and events
International 2013 takes
place October
12 – 14.
Coverage of events
that matter to the
industry
96
s a l o n m ay+ j u n e . 1 3 96
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Save the Date! Salon
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If teamwork
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March Bold
Lines of
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Highlight: Colour was
the subject, from TIGI’s
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pastel trend to Jason
Grey of Toni & Guy creating
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light perimeter of colour
on long hair.
IE LAM, PHOTO
Details: More than 44,000
hairstylists from across
the U.K. and
Europe came to London
for three days to witness
product launches,
live demos and stage
shows from industry
stars, including Patrick
Cameron and the TIGI
creative team, Toni &
Guy and Sassoon.
Salons Mahogany, Saco
and é Salon also offered
education
seminars.
TEXT: VALER
Top Styles from Salon
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THE BUSINESS OF CANADIAN BEAUTY AND STYLE
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2013-09-12
ctobre .
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agazine
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Photos : Denis sobolj
L’équipe
6 stylistes
6 coloristes
1 esthéticienne
1 manucuriste
1 réceptionniste
Larges et très confo, les fauteuils de
l’espace lavabo accueillent les clients
avant la coupe ou la couleur.
34
Le bar à coloration Redken est
la pièce maîtresse
du salon, laissant les clients voir
les coloristes à
l’œuvre, tels de vrais chimistes!
a faisait trois ans qu’on était à la recherche d’un nouveau local », affirme Marie-Eve
Les détails
Propriétaires : Marie-Eve Medza,
Julie Fortin et Sophie Perreault
Design : Lanvain
Espace : 2 000 pieds carrés, sur
trois étages
complètement à
L'espace spa est
délimité par une
l'arrière du salon,
la cacophonie des
porte, ce qui feutre
.
des outils coiffants
conversations et
salonm
Ç
Texte : Yasmin Grothé
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al.ca
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S : CHRIS TSINT
ZIRAS
Deuxième emplacement pour un salon hyper-cool
de Montréal qui collectionne les nouvelles adeptes.
s a l o n m a g a z i n e . c a /fr
Medza, copropriétaire du salon Mëdz, dont la deuxième succursale tient pignon sur
l’avenue Masson, dans le quartier Rosemont. Stratégiquement situé à proximité de
restos, cafés, épiceries fines, et facilement accessible par transport en commun, ce salon
tient le haut du pavé dans ce secteur où la clientèle recherchait une adresse beauté offrant
une expérience un peu plus pointue.
Tout comme à Verdun, là où se situe toujours la première succursale Mëdz, la formation est à la base de la
philosophie de la maison. « Chaque personne qui compose l'équipe est au courant de la mission et de la vision
de l'entreprise; ainsi tous emboîtent le pas pour assurer la réussite du salon dans son ensemble », explique
Marie-Eve. En effet, le personnel est régulièrement formé de manière à offrir un service de haute qualité et
Site Web
mëdzsalon.ca
diversifié, tant en coiffure qu'en esthétique.
Les marques
Guinot
Redken
SpaRitual
un espace offrant une panoplie de services haut de gamme mais accessibles à tous. Je pense qu’on a réussi à
salonmagazine.ca/fr
sq.m.13.interiors.3-1R2.indd All Pages
« Il y avait déjà plusieurs salons de coiffure dans Rosemont, c’est vrai. Donc pour nous le défi était de créer
créer cet équilibre », conclut Marie-Eve.
S
mars.13
salon
81
2013-09-16 9:52 AM
13
34
La collection
signée Aveda pour
le printemps 2013
insuffle un soupçon
de tendresse à des
coiffures et couleurs
hyper-actuelles.
Création : Antoinette Beenders
Coiffure : Ricardo Dinis, Allen
Ruiz et Bea Watson
Coloration : Ian Michael Black,
Néo
romaNtique
Lupe Voss
Stylisme : Ann Shore
Maquillage : Janell Geason,
Janessa Paré
Photos : Jenny Hands
Voir toutes les photos de la collection
sur salonmagazine.ca/fr/collections
64
salon mars.13
salonmagazine.ca/fr
salonmagazine.ca/fr
sq.m.13.vis.Aveda.3-0.indd Custom V
mars.13
salon
65
2013-09-16 9:57 AM
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BeSt PrACtiCeS
For Building your
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spotlight on... Correction tips... Better ways
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Salon Magazine is the most requested publication in the professional Canadian beauty
industry. Advertising with Salon is the most cost-efficient and effective means to
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Magazine’s engaged readership. It is the trusted source for the latest in hair, make-up,
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The newly revamped award-winning website and its weekly e-newsletter are the
number-one resource for the Canadian professional beauty industry. Updated
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videos, a job board, contests and more. Reach your target audience through the
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from a year-long print and online advertising campaign and exposure to top stylists at
the black-tie gala.
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2014 Dates & Circulation
ISSUE/
EDITION
SPACE
BOOKING
DIGITAL FILE DUE
JAN/FEB 2014 (CONTESSA COLLECTORS' EDITION)
English Edition
Nov. 12
Nov. 19
French Edition
Nov. 12
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Dec. 9
Dec. 16
MARCH 2014 (ABA MONTREAL)
English Edition
Jan. 14
French Edition
Jan. 14
Jan. 21
Jan. 21
Feb. 10
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APRIL 2014 (ABA TORONTO, EDMONTON)
English Edition
Feb. 18
French Edition
Feb. 18
Feb. 25
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Mar. 17
Mar. 29
MAY/JUNE 2014
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French Edition
Apr. 1
Apr. 8
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SALON MAGAZINE (ENGLISH)
MAILED
WEEK OF
ProvinceCirculation*
BC/Yukon3,111
Alberta/N.W.T./Nunavut2,325
Saskatchewan897
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Nova Scotia
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Prince Edward Island
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Outside Canada
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SALON MAGAZINE (FRENCH)
ProvinceCirculation*
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Outside Quebec
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Outside Canada
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Apr. 28
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Total Circulation
Additional Copies
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2014 ABA Shows
Montreal
Toronto
Edmonton
Mar. 9 - 10
Apr. 6 - 7
May 4 - 5
Vancouver
Calgary
Sept. 14 - 15
Oct. 5 - 6
EXTRA TRADE SHOW CIRCULATION: Salon Communications attends and
exhibits at major Canadian trade shows, including ABA shows across Canada.
Over 4,000 extra copies per year are circulated through these venues. See our
CCAB audit for exact figures.
*Circulation numbers change constantly due to new subscribers, address
changes, business closings etc. Provincial numbers reported here represent the
total qualified mailed copies for the March 2013 issues. Circulation figures have
been verified on the CCAB March 2013 Audit Statement, available from Salon
Communications Inc.
Sept. 15
Sept. 22
*Canada’s Magazine Most Requested
by Beauty Professionals
Sept. 30
Sept. 30
Dec. 8
Dec. 15
12.2013
JAN/FEB 2015 (CONTESSA COLLECTORS' EDITION)
English Edition
Nov. 11
Nov. 18
French Edition
Nov. 11
Nov. 18
When you advertise in Salon Magazine, your ad
will be seen in a magazine that has the highest
request rate of any publication for salons in
Canada­–it’s proven on our CCAB/BPA audit.
Oct. 20
Oct. 27
The CCAB/BPA audit is the only reliable way to verify publisher’s claims
of circulation and request numbers. Ask for it – it’s your guarantee of a
responsible advertising decision.
For more information about CCAB/BPA, contact them directly at 416-487-2418.
MAGAZINE
BOOK YOUR CAMPAIGN TODAY Call us at 416.869.3131 or email [email protected]
THE BUSINESS OF CANADIAN BEAUTY AND STYLE
2014 Advertising Rates
Specifications
AD SIZE
AD SIZES
Double Page Spread
17.25 (w) x 10.875 (h)
Full Page
8.625 (w) x 10.875 (h)
1/2 vertical
3.75 (w) x 9.875 (h)
1/2 horizontal
7.625 (w) x 4.875 (h)
1 x Rate
4 x Rate
8 x Rate
English
9571
English
8708
English
7945
French
6585
French
5899
French
5381
Eng+Frn
13895
Eng+Frn
12645
Eng+Frn
11532
English
5128
English
4665
English
4255
French
3333
French
3032
French
2767
Eng+Frn
7434
Eng+Frn
6770
Eng+Frn
6177
English
3245
English
2952
English
2692
French
2109
French
1919
French
1752
Eng+Frn
4710
Eng+Frn
4285
Eng+Frn
3910
Double page spread:
Trim size: 17.25” (w) x 10.875” (h)
Bleed: 17.5” (w) x 11.125” (h)
Type safety: 16.75” (w) x 10.375” (h)
Full page:
Trim size: 8.625” (w) x 10.875” (h)
Bleed: 8.875” (w) x 11.125” (h)
Type safety: 8.125” (w) x 10.375” (h)
1/2 Vertical: 3.75 (w) x 9.875 (h)
1/2 Horizontal: 7.625 (w) x 4.875 (h)
1/3 Vertical: 2.375 (w) x 9.875 (h)
1/4 Vertical: 3.75 (w) x 4.875 (h)
ALL PDF SUBMISSIONS
must conform to the following guidelines
English
1/3 vertical
2.375 (w) x 9.875 (h)
1/4 vertical
3.75 (w) x 4.875 (h)
2770
English
2519
English
Supplied as PDFX/1-a standard files
All fonts embedded. None stylized from
palettes
u All images used must be TIFF or EPS, CMYK,
300 dpi, no compression, no embedded colour
profiles and scaled no more than 130%
u Must be accompanied by a Fuji Pictro or
Kodak colour proof
u
2298
French
1800
French
1639
French
1494
Eng+Frn
4020
Eng+Frn
3658
Eng+Frn
3338
English
2199
English
1999
English
1826
French
1431
French
1302
French
1190
Eng+Frn
3193
Eng+Frn
2906
Eng+Frn
2653
u
FILES ARE SUPPLIED
On standard sized DVD (4.7GB)
Emailed in compressed, self-extracting file to:
[email protected]
Attn: production manager
u Upload using a web browser:
www.hightail.com/u/sci-client
Rates are net and subject to change
u
u
POSITION PREMIUMS
Note: Please direct all production inquiries to
Alan Swinton at 416-869-3131 x111
Back cover.............................................................................. 20%
Inside front cover/Inside back cover....................................... 15%
Inside front DPS..................................................................... 10%
Centre page spread................................................................ 10%
Requested pages................................................................... 10%
FOR SALES INFORMATION CONTACT
416.869.3131
Additional production/design charges may apply
MEGAN JEFFERY ext. 220
[email protected]
LAURA DUNPHY ext. 110
[email protected]
SERVICES AVAILABLE
SAMANTHA ANOBILE 310.926.9288
[email protected]
• Custom creative design
• Translation
• Inserts and tip ons
• Outserts and Biodegradable Polybag
DON BURNS 450.458.5833
[email protected]
01.2014
MAGAZINE
BOOK YOUR CAMPAIGN TODAY Call us at 416.869.3131 or email [email protected]
THE BUSINESS OF CANADIAN BEAUTY AND STYLE
Online Packages
GOLD PACKAGE
(4 WEEKS)
$5,500
• 2 weeks of exclusive premium leaderboard
positioning for run of site
• 4 weeks of large banner: on Homepage
and 3 other pages
• 2 e-blasts
• 4 weeks of newsletter banner
• 2 weeks of exclusive app banner for run
of the app
• 1 relevant social media mention on both
Twitter and Facebook
SILVER PACKAGE
(4 WEEKS)
$4,000
• 1 week of exclusive premium leaderboard
positioning for run of site
• 2 weeks of large banner: on Homepage and
2 other pages
• 2 weeks of large banner: on the Jobs or
Collections and 2 other pages
• 1 e-blast
• 2 weeks of newsletter banner
• 2 weeks of exclusive app banner for run
of the app
• 1 relevant social media mention on both
Twitter and Facebook
GIVEAWAY PACKAGE
(4 WEEKS)
$1,500
•
•
•
•
Giveaway will run 4 weeks on Contest page
2 weeks of banner advertising on Homepage
2 weeks of banner advertising on 2 other pages
1 social media mention (on both Facebook
and Twitter)
MAGAZINE
ALSO AVAILABLE FOR CUSTOM PACKAGES
•
•
•
•
Photo collection posting
Microsites
Polls
Social Media
salonmagazine.ca
AVG. WEEKLY IMPRESSIONS
40,000 (RUN OF SITE)
MAGAZINE
BOOK YOUR CAMPAIGN TODAY Call us at 416.869.3131 or email [email protected]
THE BUSINESS OF CANADIAN BEAUTY AND STYLE
09.2013
Online Rates
BANNER ADS
RUN OF SITE
HOME PAGE
COLLECTION
OR JOBS
ALL OTHER
SECTIONS
Leaderboard (A)
Large banner (B)
Small banner (C)
$4,000
$3,000
$1,500
$2,000
$1,500
$750
$1,000
$1,000
$500
$750
$500
$300
1136px W x 151px H
MOBILE ADS
RUN OF APP
NEWS
EVENTS
VIDEO
Section ad
$1,500
$500
$400
$400
VIDEO
PER VIDEO
Posting
Pre-roll 5 seconds
Pre-roll 10 seconds
Post-roll 30 seconds
$500
$250
$500
$500
740px W x 371px H, Format: Quicktime or .mov file
1200px W x 600px H
EBLAST
1 EMAIL
2 EMAILS
3 EMAILS
4 EMAILS
5 EMAILS
Large JPG
$700
$650
$600
$550
$500
NEWSLETTER
728px W x 90px H
1 WEEK
2 WEEKS
3 WEEKS
4 WEEKS
5 WEEKS
Banner ad
$450
$400
$350
$300
$250
A
B
C
• All prices per 4 week period (except eBlast and Newsletter banner)—
not consecutive
• Production charges not included
• Creative can be mixed (i.e. not all JPG ads or video pre-roll must
be the same in the case of multiple position placements)
SPECS: A: 728px W x 90px H B: 300px W x 275px H C: 300px W x 80px H
ALL AD FORMATS (EXCLUDING VIDEO): JPG
MAGAZINE
BOOK YOUR CAMPAIGN TODAY Call us at 416.869.3131 or email [email protected]
THE BUSINESS OF CANADIAN BEAUTY AND STYLE
09.2013