Positive Moves=Wolff Systems

[JOHN @ URI]

FOR IMMEDIATE RELEASE:


Wolff Unveils First Industry-Wide Public Relations Campaign to Encourage Responsible Tanning

Consumer Targeted Media Relations Program Jumps Out of the Gate with Successful Story Placement


Nashville, TN, November 8, 2002– Wolff System Technology announced a campaign today at the Indoor Tanning Association’s World Expo 2002 to publicize the benefits of tanning and to encourage responsible tanning for consumers who are inclined to use indoor tanning beds.

“The dermatology profession has been waging their own campaign to influence opinion and discourage the use of indoor tanning equipment as well as sun exposure for many years – without conclusive evidence of a direct link between sunbed use and cancer, said Michael Stepp, president and CEO of Wolff System Technology. Acknowledging the efforts of a decentralized group of industry experts to fight negative articles, Wolff decided to engage a professional media relations expert to communicate the benefits of tanning to receptive members of the press, and to assist in the battle against biased media who don’t research the facts before writing harmful stories that are not fair or balanced.

The campaign is being directed by Precision Communications, an Atlanta-based integrated communications agency. Precision’s work for the cities of Atlanta and Miami, and for Ericsson mobile phones, helped to overcome negative perceptions of their products or image. Precision intends to take advantage of documented research of the benefits of sunlight and UV exposure in this campaign.

Since the inception of the campaign, Wolff’s outreach has resulted or will result in positive, or at least balanced, coverage in Catalina Magazine, Scholastic Choices, Lycos News, NewsAlert, Comtex News Network, This Week in Texas, Canadian Hairdresser, Memphis Health & Fitness and Philadelphia’s Inside Magazine ¯ with a combined reach of nearly 1.5 million readers. The campaign is targeted at consumer beauty, fitness, health, feature and lifestyle publications as well as syndicated writers and networks.

“The media damage over the past 25 years won’t be erased overnight but the industry can not afford to lay in a tanning bed hoping to get tan without lighting the lamps!” said Daryl Toor, CEO of Precision. “This is just the beginning of a long strategic campaign to balance the negative coverage with some positive stories that will let the consumer make the decision that is right for them.”

Stepp calls upon all industry participants including trade magazines, salon owners, trade associations, and manufacturers & distributors to respond to calls for assistance from Precision that can not only earn the industry positive press, but also result in publicity for all parties involved.

“We all have a vested interest in reducing the impact of negative press and eliminating harmful regulation that changes the perception of our industry into a negative reality,” Stepp added.

About Wolff System Technology

Wolff System was founded by Friedrich Wolff, "the father" of the indoor tanning industry. The company, with patents in 16 countries, is the exclusive licensor of Wolff System certified tanning beds in the United States and Canada. As the leading supplier of lamps for indoor tanning beds, Wolff has more than 500,000 systems in use worldwide. With licensed Wolff System tanning equipment, the amount and type of exposure to ultraviolet light is predictable and consistent, unlike outdoor tanning where variables include the time of day, season, cloud cover, and proximity to the equator. For more information, contact 1-800-959-6533 email sales@wolffsys.com or visit www.wolffsystem.com

[BIG]

We had some interesting correspondence with Daryl Toor as they prepared for this campaign.

This is a BIG DAY for tanning.

We are glad to assist further, if needed, and certainly wish them the best.

[BIG]

Woll Press Kit available, our place

[BooBop]

This is great John, Thanks for sharing the info. A very positive step for our future.

[BooBop]

Below is email I sent to this company, you should do so as well

To: dtoor@precisioncommunications.net
CC: Wolff@precisioncommunications.net

Hello,

I am a 13 unit salon owner in xxxxxxx, TN, I also am a moderator on http://www.tantalk.com John at URI also posted this on our site. I would be very grateful if you would come on tantalk with your same offer/post as you did on tantoday.

We have been begging for something of this multitude from manufactures for a long time.

If you wish to contact me my cell number is xxxxx my salon is xxxxxxxxx ( I screen calls to the salon because of telemarketers, so please let me know right away who and why you are calling.)

This is very exciting.




_________________
Proud supporter of Don's Army
Mitzi


[ This Message was edited by: Mitzi on 2002-11-12 21:12 ][ This Message was edited by: Mitzi on 2002-11-12 22:22 ]

[BooBop]

I also just sent email to Wolff to thank them for their efforts in this., You should too.

[BooBop]

I sent them email late last night and they have replied this morning. Below is the reply. Make it known that you appreciate their efforts.

Dear Mitzi:

Thank you for taking the time to thank us for our efforts. We hope we will be able to increase the number of tanners and if we get some new customers along the way, well that’s nice, too, but not the goal of the campaign.

Glad to hear you have Wolff beds in your salon. If you have any questions about our Wolff lamps, please feel free to call me at 800-959-6533, ext 112.

Thanks again for your nice comments.

Cheri Mullenix


_________________
Proud supporter of Don's Army
Mitzi
[ This Message was edited by: Mitzi on 2002-11-13 09:39 ]

[detour]

Thanks John for helping get the word out!

To keep the plan in action, I am looking for salons throughout the U.S. who will help to localise Wolff's publicity efforts.
If you are an owner of a salon, athletic club, or store with tanning bed equipment, please send me an email at Wolff@precisioncommunications.net with information about your facility, web site if available and general information. If your beds are Wolff-licensed equipment and you are a Wolff customer, please state so.

I'm creating a database of people I can call on with short notice for publicity opportunities in your area.

Regards to all!

Daryl Toor
Precision Communications
www.precisioncommunications.net

--------------------

Part Marketing...Part Technology...Pure Results!

[bsmart]

I sent a 'thank you' to Wolff for their pro-active move on this as well. Their response was positive, as you now see Daryl has posted here.

Daryl, I've sent you my business information, please feel free to call on me when you're doing something in our area.

[BooBop]

Same here Daryl, should you wish to contact me I am ready to help in anyway I can.