Star power might be just the thing you need to help you sell more sunshine, and one salon owner wants to show you how to use it!
When it comes to promoting their Sizzle Tans salon chain, Gary Strong and Rob Hornung know how to get people talking. Since their businesses are located in Morris Plains, NJ, Gary and Rob featured Joe Gorga, star of the BravoTV’s wildly popular “Real Housewives of New Jersey” reality series, in their billboard campaign. Gorga’s popularity was a big boost for Sizzle Tans, and Gary and Rob made a brief appearance on an episode of RHONJ. While not everyone has a cast member from “Real Housewives” living in their hometown, nearly every city has a local celebrity or two who could be utilized in your salon’s marketing campaign.
One of the quickest ways to have a celebrity appear in your salon’s advertising is by contacting a public relations agency. “PR firms are very easy to find with just a simple Internet search,” said Gary, “and they often list the celebrities they represent. The type of celebrity you get will depend on who’s available and how much you’re willing to pay them. As a general rule, the more popular a person is, the harder they are to get, and the more costly.” Since many tanning lotion makers also work with celebrities, Gary suggests contacting representatives from these companies to inquire about the possibility of working with their chosen stars. “It’s definitely worth a try,” he added.
So what if you don’t have the cash to afford a celebrity appearance but still want a little “star power” to boost your business? “Almost every city has at least one person who’s famous or well-known who could be a great, recognizable spokesperson for your salon,” Gary commented. “Whether they’ve been in movies, music or are former pro athletes, there’s always the possibility of working with them. Even popular radio deejays and TV personalities could help, and they might be willing to barter their services for free tanning sessions and other products and services you offer.”
When it comes to finding the next face for your salon’s marketing efforts, it all comes down to networking. “There are many things salon owners can do to get more involved in their communities,” Gary said. “From joining your local Chamber of Commerce to involvement with local charity drives, these events are a great way
to promote your business and make connections with people you might not have met otherwise. You never know what kind of connections you’ll make until you get out there and do something, and any type of community involvement is always good for your business.”
Rob Hornung purchased his first Sizzle Tans salon in 2007 and was joined by business partner Gary Strong nearly three years ago. Together, they built Sizzle Tans into a six-store chain that offers UV tanning, sunless tanning and custom airbrush tanning.
