Client: Dr. Müller Tanning Systems

Background
Dr. Müller Tanning Systems, an established and well-respected tanning booth manufacturer based in Germany, was seeking to revitalize its entire product line and launch a marketing initiative in three key markets – Western Europe, North and South Americas.

Objective
To develop an entirely new and completely updated corporate image and product identity that would have worldwide appeal, and to design a marketing program to position Dr. Müller Tanning Systems at the forefront of the tanning industry.

Program Implementation
We designed a multi-faceted marketing program, with tanning salon retailers being the primary target audience, which would position Dr. Müller products as a cut above the competition, including:

• The development of an updated product identification system to make the tanning machines more appealing to consumers;
• A corporate facilities/capabilities brochure, produced in five languages, that highlighted the firm’s long history in developing tanning products – beginning with the invention of the quartz lamp by the company founder, Dr. Müller – as well as showcasing the superior products, technology and operations of the company today;
• A trade campaign including trade publication print advertising and regular editorial exposure through ongoing press releases;
• Direct marketing program to tanning salon retailers which included product and technology updates, salon management advice, third-party endorsements, along with an innovative leasing program developed exclusively for Dr. Müller products; and
• In-store point-of-purchase materials designed to create an inviting ‘spa’ atmosphere of relaxation and enjoyment of the tanning experience.

In the United States, the marketing initiative quickly grew into the "Total Salon Concept" named Solar Planet. The McFarlin Group worked closely with Dr. Müller’s U.S. distributor to create an integrated tanning equipment/marketing program package, which included everything from interior store layout and design, electronic point-of-sale software and financing assistance to training and local store marketing.

Results
Dr. Müller Tanning Systems has enjoyed a dramatic increase in sales and recognition in all markets as a result of this marketing initiative. The company is currently the industry leader in market share, tanning product technology and sales.

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