Project Name: “iFoil in Color“ Training Webinar

Client: Product Club, www.productclub.com

Executive Summary:
Product Club is a company that sells salon-related products, salon-knowledge training DVDs and on-location training classes. Product Club wanted to attract wider audiences, generate qualified leads and also re-brand itself as an educator. Vance Marketing Solutions and Modern Salon Media helped the company create an educational webinar, which was shown during an online, live event and is also archived online for one year. An integrated marketing campaign is in place to promote the webinar for on-demand viewing. As a result, more than 1,250 salon professionals registered for the webinar within a month, which is five times more than the contract had promised – Vance guaranteed a minimum of 250 registrants. Vance Marketing Solutions successfully helped Product Club gather qualified leads and re-position its brand.
 

Product Club’s Goals:

• Increase awareness of educational DVDs and training classes
• Attract a wider audience than they could at a trade show or at local training events
• Generate more qualified leads
• Re-position themselves as an industry leader and educator
• What We Realized
• An online audience would be much wider than an audience at a local trade show or event
• Done correctly, an online event would be more cost-effective than an in-person event
• Positioning Product Club as an educator in the industry would increase its brand value
• Hosting an online event that required registration and promoting it to a specific audience would increase the number of qualified leads
• Having an integrated marketing strategy would improve the effectiveness of the online event
   

What We Did:

• Conducted detailed client meetings, industry research and audience analysis to create marketing strategies and tactics
• Filmed two of Product Club’s educators at a trade show and edited the footage into a 45-minute webinar
• Created an online event , on July 20, 2009, that featured the webinar, a PowerPoint presentation and 15 minutes of live Q&A with the educators
• During the event, attendees could use interactive buttons to read the speakers’ bios, ask the speakers questions or buy Product Club’s DVDs
• Developed a survey at the end of the webinar that directed visitors to Product Club’s site where they could buy DVDs and get more information
• Built a registration system for the webinar to generate qualified leads for Product Club
• Designed and executed an integrated marketing campaign -- which included email, print and online advertising – to promote the event to qualified professionals in the salon industry
• Provided custom content materials for Product Club to do their own marketing campaigns
• After the live event, the webinar was posted for on-demand viewing (for up to 12-months), and an on-demand marketing campaign continues to drive traffic to the event
   

What We Achieved:

• 1,250+ salon professionals registered within a month, which is five times what the contract had promised – Vance guaranteed a minimum of 250 registrants
• 950+ salon professionals registered by the live date (July 20)
• 549+ salon professionals watched the webinar on the live date
• 200+ viewers watched the webinar within 24 hours of launching the on-demand version
• 565+ salon professionals have viewed the webinar on-demand
• More than 80% of the registrants watched it within the first two weeks of the live date

Client Testimonial:

“Working with Modern Salon as a partner for our very first webinar, iFoil in Color, was an incredible experience. They made the entire process extremely easy for us and delivered everything they promised. They handled the production, editing, marketing, registration, set-up of the event as well as post-event reporting. We had an incredible response to the webinar… Education has become a key factor in Product Club’s growth so when Modern Salon approached us to participate in the event, it was a perfect program for us. We’re excited to work with Modern Salon on future webinars to continue to offer quality technique-based hair color education to as many colorists as possible.

-- Mary Albanese, Director of Marketing, Product Club

For more information, please contact Tom Denison, Vice President, at tdenison@vancepublishing.com or 847.634.4353

Visit VanceMarketingSolutions.com or http://modernsalon.stream57.com/productclub/