Marketing Plan - Tan Friendly Broadcast Network

OverviewIn September 2002, DMX MUSIC launched the TFBN program (Tan Friendly Broadcasting Network). TFBN has been a revolutionary product for the tanning industry, and the goal was accomplished to combine programmed music and message marketing for the perfect tanning experience. The music and messaging are excellent for advertising & educational purposes. The indoor tanning industry started in the mid 1980’s, and is one of the fastest growing industries in North America. As more people learn the value of sunburn prevention, the market continues to increase for new salons to open up and for existing salons to increase in size. The tanning industry is a profitable market for DMX MUSIC. Our services fit well with the tanning industry’s marketing objectives. DMX MUSIC’S variety of programming, multi-zoning, and dayparting capability is beneficial to this industry.

ObjectiveFacilitate awareness of TFBN within the tanning industry by promoting DMX MUSIC products and services to create cost-effective marketing support strategiesIncrease our penetration within this market segmentEstablish DMX MUSIC as the leading competitive leader in music & messaging services for the tanning industryTo build loyal customer bonds, resulting in increased sales from new and existing customers

Situation Analysis: (SWOT)

Strengths:High variety of music programs works well for entertaining a broad spectrum of people year round at tanning salons.Four Seasons (premier distributor of tanning beds & supplies), is a distributor for TFBN, which is partnered with DMX MUSIC.TFBN offers Dayparting, Multi-zoning, and Variety of music programmingTFBN is the exclusive provider for music and messaging services for the tanning industry

Weaknesses:Some salons are small & do not have multiple zones for musicSome small salons & start-ups may not have the funds for TFBN servicesRules and regulations for salons that sign up for TFBN servicesSome salons may choose music only and no market messaging

Opportunities:To gain more market share in the tanning industry by selling TFBN to new salons & helping existing salons growResearching salon locations that fit well with the TFBN atmosphereIntroduce more promotions, sponsorships, and attend future tradeshowsAdvertise TFBN & DMX MUSIC in local industry trade magazines

Threats:Future competition of TFBN & competition stealing market shareSalon owners pulling out of contracts earlyTurn over in the tanning industry with new ownership

StrategiesCreate and implement a local sales campaign with multiple cross-channel tacticsEstablish metrics for measuring success of the campaign as well as our increased sales across the LSO channelResearch common demographic or geographic profile and pay attention to heaviest user/purchaser concentrationsExplore new distribution channels and company participation at trade shows & eventsUse promotions targeted at market segments (including contests, giveaways, and free demos of ProFusion X)

TacticsTo create DMX MUSIC & TFBN BrochureWork with TFBN & Four Seasons to better understand their catalog database and who their primary targets areWork with Four Seasons & TFBN to update images for their fall catalogAttend two primary tradeshows for the tanning industry (June 15-17th Today’s Image & October 7-9th ITA show at the Gaylord Opryland Hotel in Nashville, Tennessee) tradeshow action plans to be developed under separate coverDevelop relationships with key bed manufacturers such as ETS & Sun Ergoline, plus arrange for and create signage to display in showroomsWork with DMX MUSIC web team to create a specific page on our website that contains TFBN information & logo that links back to TFBN website