We Are Sunshine

Tanning businesses split on advertising approach

Wednesday, May 28th, 2008

Half of all indoor tanning businesses maintained or increased their advertising budgets this year, while the other half cut their ad budgets, according to a poll completed last week.

2008-05-27-ups-and-downs-tanningnews-copy.jpgAccording to the poll, which was not scientific, 21 percent of tanning businesses increased their ad budgets this season – just more than one in five. “This is consistent with other business polls we’ve conducted this year – reflecting the fact that many tanning businesses have positioned themselves to operate in challenging economic times,” Smart Tan Vice President Joseph Levy said. “It is another sign that there are more well-managed professional tanning businesses today.”

Half of tanning businesses reduced their advertising budgets this year, according to the poll.

“There are several ways to read that,” Levy said. “Some may be sharpening their pencils, getting more exposure with less-expensive advertising options, such as co-operative opportunities. And we’re sure some just cut back to reduce their overhead.”