Want to pack your business with customers? A celebrity endorser may be the way to go, but only if it’s part of an effective marketing plan.
That’s the word from PR and marketing veteran Jay Sloves, partner in Elkinson & Sloves in Farmington, and Jerry Fornarelli, owner of Up or On the Rocks and The Tavern Downtown.
Fornarelli packed his Up or On the Rocks nightclub at Union Place on a recent Saturday night with an appearance by Ronnie from MTV’s Jersey Shore. Ronnie, who is formally known as Ronnie Ortiz-Magro, collected approximately $10,000 for his appearance at the club that can hold up to 700 people.
The appearance fee was going to be recouped, Fornarelli hoped, through additional liquor sales and a higher admission charge.
“A celebrity can sell credibility if you get the right celebrity,” said Sloves, who has no professional relationship with the tavern. “[Fornarelli] may not realize the direct benefits, but over the long haul he’s branding his bar as the place to be.”
Appearances by well-known stars are an ongoing strategy of Fornarelli, who in September will re-open one of Hartford’s iconic clubs, The Russian Lady, which closed its doors 14 years ago.
“People go out. You have to put the entertainment out there for them. You have to entertain to keep the scene fresh. Ronnie was a great person to bring in,” Fornarelli said.
This past spring Fornarelli brought in Smash Mouth, a popular California rock band. At the other end of the spectrum, he also promotes midget wrestling nights, too. “I do it for the marketing,” he said. “I’m doing a lot of stuff for Hartford. I’m trying to keep it rocking.”
Sloves said Fornarelli is on the right track with that approach. “Sometimes you can’t measure investment in a celebrity in beer sales and ticket sales. It could be long term,” he said.
Group chooses officers
The International Council of Shopping Centers has appointed Susan A. Hays, of Updike Kelly Spellacy P.C. in Hartford, as co-chair of its Division Alliance Private Sector group for the Eastern Division.
Appointed as volunteer officers for the state of Connecticut:
Wayne Cobleigh, of GZA GeoEnvironmental Inc. in Glastonbury, has been appointed the state director for a second term; Kevin M. Solli, of Kimball Group Inc. in Monroe, has been appointed the government relations committee chair; Kurt A. Prochorena, BSC Group Inc., Glastonbury, has been appointed alliance private sector co-chair for a second term; Robert B. Mills, Norwich Community Development Corp., Norwich, has been appointed state alliance public sector co-chair; Denise L. Robidoux, WS Development Associates LLC, Canton, has been appointed the operations chair for a third term; Richard S. Korris, Northeast Retail Leasing & Mgmt Co. LLC, Windsor, has been appointed retail chair for a second term; and Brian Zelman, Eagle Rock Retail LLC, West Hartford, has been appointed the next generation chair. All appointments are for the 2011-2012 term.
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Staples in POS program
International Bancard has partnered with Staples to introduce its new point-of-sale program, Business Xpress, to allow merchants to accept credit and debit card payments and check processing, safely and securely within 24 hours of purchase.
The recently launched program will offer International Bancard’s end-to-end encrypted credit card terminals as well as custom configuration for credit and debit card payment processing purchased at participating Staples stores.
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Michael Kors to Westfarms
Westfarms Mall has added another popular fashion retailer to its expanding lineup: Michael Kors will open its doors by fall.
The Westfarms store will carry women’s ready-to-wear apparel as well as shoes and accessories, eyewear, watches, jewelry and a full range of fragrance and beauty products for both women and men. Michael Kors will be on the upper level, near Macy’s Men’s Store & Furniture Gallery.
The mall recently welcomed Free People and True Religion Brand Jeans; Anthropologie and Urban Outfitters are set to open soon.
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Walmart is first choice
Marketing Daily reports that Walmart is the first place the majority of shoppers will go for both back-to-school supplies and back-to-school clothing, according to a recent consumer perception study conducted by market research firm ClickIQ Inc. of Bloomington, Minn.
Walmart is the first choice among 51 percent of respondents for school supplies with Target a distant second at 20 percent and Staples at 8 percent. The top reasons that Walmart is tops are price and convenience.
For clothing, Walmart is the top choice among respondents at 24 percent. Fourteen percent selected Kohl’s as their number one place to purchase school clothes, followed by J.C. Penney at 12 percent, Target at 11 percent, and Gap’s Old Navy brand at 10 percent. All stores are well represented in Greater Hartford.
