Marketing/Product/Brand
Managers Online Briefing
Sydney
Australia August 2007
NOW
IN IT'S EIGHTH YEAR OF OPERATION, ONE OF AUSTRALIA's LEADING
ONLINE BEAUTY RESOURCES SHOWS ITS UNIQUE MARKETING VALUE.
"Deliver
information about your product directly to a targeted audience
who want to know"
"Launch
new products, pre-test advertising, run ongoing promotions and
monitor their outcome in real-time with Virturalhaircare.com
in a way not possible with any other media"
"Professional
product companies: Let your customer know just how important
they are by getting their work published to the mainstream
and letting the public know who's products are behind these
great looks!"
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Rated Top 10 Lifestyle/Beauty Category in Australia Jan to December 2002, 2003 and 2004 and first three quarters of 2005 (ref: Hitwise.com audited by PriceWaterhouse Coopers).
Rated Top 10 Shopping and Classified/Health and Beauty Category in Australia Jan to December 2004 (ref: Hitwise.com audited by PriceWaterhouse Coopers).
“….awash
with information” (Internet.au, Australia’s leading internet magazine,
August 2001)
“A brilliant new Australian site".. .” (Good Medicine. Jan 2001)
“Surprising
depth of information on this slick site".. .” (Sydney Morning Herald Feb 2001)
“This super
website gives you the lowdown on everything you ever wanted
to know about looking after your locks” (That’s Life Nov 2001, circ. 500 000)
“Top
10 Beauty Website in Australia in November 2001” (Sydney Morning Herald, ICON)
‘Rated No.2 Health and Beauty site in Australasia
in June '01’
‘Rated No.1 Health and Beauty site in Australasia
in March 02" (ref: Hitwise.com audited by PriceWaterhouse Coopers)
‘Rated Top 10 Fashion/Lifestyle site in Australasia
in April/June 03"
“Voted
amongst the top 50 Australian websites” (Australian NetGuide, May '02 Edition)
VIRTUALHAIRCARE.COM,
leading consumer health and beauty site magazine in Australia/New
Zealand, proves long-term effectivety of targeted online
marketing for all hair care products (and related beauty) with
an audience equal to some of Australia’s traditional magazines.
It is constantly used to provide the benchmark for the latest
looks and fashions and information about hair and hair care.
Virtualhaircare has had 4,861,720 (nearly 5 million) visits since June 2000. Audited in August 2007, this breaks down into:
- 520,772 visits Jan to July 2007
- 1,198,841 visits in 2006
- 1,088,520 visits in 2005
- 974,327 visits in 2004
- 565,902 visits in 2003
- 289,325 visits in 2002
- 81,426 visits in 2001
- 36, 523 visits in 2000
The above figures also reflect the uptake of the internet over a 8 year period, but illustrate increasing uptake as consumers embrase broadband.
WHY DO
PEOPLE VISIT VIRTUALHAIRCARE.COM?
Because
Virtualhaircare and the Virtual Salon provides high quality
information that cannot be contained in a print magazine
and is otherwise unavailable on or off-line in this market.
All
topics to do with hair care are presented in a contemporary
glossy format of much interest to a wide and diverse audience,
driving the consumer to use hairdressing services and buy hair
care products, both salon professional and grocery as well as
general beauty products of all types.
It
is also used as a reference for hairdressers and colleges country
wide (TAFE NSW, Vic Institute of Technology) and does much to
enhance and support the hairdressing industry by making it attractive
as a vocation.
HOW DO
WE REACH OUR AUDIENCE?
This
audience (traffic) has been obtained over a 5year + period
through an effective publicity campaign in the mainstream media,
with the aim of making the VHC a leading beauty information
resource in this region. These visitors (not hits or impressions)
are gained through:
q Mainstream press who use our articles and/or credit us to a large traditional
print audience who are also online (e.g Cosmo, That's Life)
q Official
hair care content provider to nineMSN. Because
of this we are visited by a portion of nineMSN's 2 million plus
audience. We also indirectly benefit from their nationwide print
and TV campaign.
q
All major women’s
portals including
female.com.au, girl.com.au, Essentialbaby.com
q VHC features in industry publications and publish all the mainsteam shots from events like
Hair Expo and the Australian Hairdressers Journal awards.
PRESS
AND PUBLICITY
VHC.com
is effective like few others because it gets to a mainstream
audience through the mainstream press including:
Cosmopolitan,
That’s Life, NW, Girlfriend, Internet.au, Dolly, Good Medicine,
Sydney Morning Herald, The Age, Australian Netguide, New Idea, Woman's
Weekly, The Weekend Australian, Cleo, Sydney City Courier, ABC
Radio and others which include BBCTV.
AD
CLIENTS, CAMPAIGNS, TRIALS AND MARKET RESEARCH PROJECTS
Schwarzkopf,
Merck Sharpe and Dohme, Procter & Gamble, ACP/Network Services,
Priceline, GHD, L'Oreal Australia, The Perfume Connection, Kusco-Murphy,
The Ward Group (Restoria), Alberto Culver (VO5), Ashley and
Martin, Hairs and Graces, Sunbeam Australia, DeLorenzo, Breville,
Alonzo, Wahl/Shaver Shop, Fudge, Paul Brown, Revlon, Unilever, WellaAustralia,
Artec, Delva, Goldwell/KMS, Sebastian, Paul Mitchell, Nioxin,
Coffex Coffee, Aveda, Black Diamond, American Crew/MOP and a
host of others.
MARKET
RESEARCH AND DIRECT ADVERTISING
Ask
for details on the huge demographic data and responses on
product marketing and packaging effectiveness conducted on behalf
of high profile
Virtualhaircare
asks its audience about products and gets detailed responses
whilst gathering information that would cost tens of thousands
of dollars if obtained through traditional market research.
We do
not sell products.
SHORT
DEADLINE CAMPAIGNS:
Support
your gift pack releases, special offers and new product releases
and see your campaign launched within days without print lead
time.
AWARENESS
OF YOUR CORPORATE WEBSITE: Many
companies have built corporate websites and experienced very
low traffic. Studies show that the consumer doesn't visit for
the same reason that they wouldn't read a corporations in-house
magazine. For the same reason an in-house magazine would not expect to be found in a newsagent.
Virtualhaircare
makes the money spent on corporate websites pay its way as it
is able to link your consumer with it, making it a valuable ROI.
This applies to almost any company interested in our audience.
AUSTRALIAN
ONLINE FIGURES:
Likewise,
actual figures of Australians online are monitored by credible
independent organisations.
q
There are 5.2
million Australian subscribers (Australian Bureau of Statistics)
q
10 million
plus Australians (54.49%) have accessed the Internet for information
(NUA/NeilsenNetratings)
q 1.78 million New Zealanders (46.06%) have accessed the
net for information (NUA/NeilsenNetratings).
Australia
has embraced online. According to the Australian
Bureau of Statistics, 54% of Australians have access and
use the internet on a daily basis and they use it to look for
specific information and the hair care category is very widely
used because everyone has hair (or wants some!) no matter what
other interests they have.
Like the U.S.A, much faster broadband internet has
been lapped up by Australians with an massive increase
in users in 2004/5.
ABS: Broadband
boom in Australia in 2004 (Courtesy of the Australian
Bureau of Statistics): New data released by the Australian Bureau
of Statistics (ABS) reveals that DSL (high speed cable) connections
in Australia grew at a remarkable rate in 2004.
- The number of access lines rose from 857,470 to 1,474,345 (an increase of 72%). This large increase in access lines is largely attributable to the increase in non dial-up connection subscribers (i.e broadband).
- The number of subscribers increased from 5.1 million at the end of March 2003 to just over 5.2 million at the end of March 2004, representing an average of 3.5 subscribers per access line at the end of March 2004 (However, over 54% of all Australians have access to the net even if they don't themselves have a connection).
- Increasing numbers of subscribers are accessing the Internet using non dial-up connections, including broadband technologies such as Digital Subscriber Lines (DSL). The number of subscribers using DSL increased from 209,000 to 512,000 over the year to the end of March 2004, with the number of ISPs offering this service increasing from 310 to 526 over the same period.
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Press
on this link to be taken to Virtualhaircare and The Virtual
Salon
For
more details and rates:
Contact:
Virtualhaircare Advertising and Promotions team
Tel:
(02) 9967-8828
Sydney
Australia
or
contactus@virtualhaircare.com
© VirtualHairCare
2005
