Perry Anthony Salon and Spa, Wilmington, Delaware
Owned by: Perry A. Scarfo
Once a month on a network that airs in a four-state region on Direct TV, Comcast, Fios, and local cable, the Perry Anthony Salon tapes a 30-minute makeover show where the team transforms four real clients. To lead into the makeover show, Scarfo taped a five-minute commercial that introduces viewers to the salon, the team and its services. “The network reaches 9 million viewers, and of all the marketing we’ve ever done—from billboards to internet to QVC—the show, by far, has yielded the highest return, and I think that’s because the viewer can actually see how we work,” Scarfo says.