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MEMBER OF THE MONTH such strong brand awareness, resulting in a sense of community that reaches far beyond the doors of the salon. "Tan Republic is like a republic. It's about being there, wanting to be part of a group or lifestyle," says Lance. A lot of this has to do with the private label products the salon offers. Tan Republic has its own line of luxury lotions, apparel and retail products. This, in conjunction with their online store, instills a new sense of loyalty to Tan Republic. And accord- ing to Lance, some parts of town have more Tan Republics than Starbucks or McDonalds! Even more than a tanning salon, Tan Republic becomes a name cus- tomers can trust. "You can't go into town without seeing our clothing, bumper stick- ers or trailers," he says. Lance and Kristina have also put the business's focus on tanning alone. While red light therapy and body wraps have entered some test markets, it's clear that they value being the best at tanning in all of its forms. "People want to feel confident enough in a tanning salon that they can give us that credit card for EFT," says Lance. "It's all about consumer confidence." But all of this would be moot without the right advertising strategy. Tan Republic employs a corporate team that takes care of most marketing, sales and events. In the past, their efforts have spread far across the spectrum of media, from newspapers and billboards to a strong social media campaign. One of their more potent 63 SMART TAN MAGAZINE [ SmartTan.com