International Marketing Study Program 2004
DMX
30 January 2004
Our last visit of the tour on Friday the 30th of Jan to DMX Music opened our eyes to a niche element of retail marketing.
Founder of the company, Michael Malone, described the evolution of the company from 1971 to DMX as it is today. In 1971 with an undeveloped retail market and the unprecedented growing popularity of music and home music systems, Michael had the idea to bring music into other areas of people lives such as hospitality and retail. Today DMX provides music solutions to 200,000 companies and 31 airlines around the world to enhance the experience of their customers.
Vice President/General Manager National Accounts, Tim Seaton described why retailer's outsource DMX's resources. Retailer feedback has indicated the following four main reasons:
- To create atmosphere
- To extend the brand
- To encourage customers to stay longer, therefore increasing sales
- To differentiate the store from competition
Director of Signature Programming, Rischel Granquist, outlined DMX's overall philosophy which is to program for a defined listener and “make every experience the best experience for that moment”. She also outlined the creative brief that DMX uses to capture their client's specific needs. Music Programmer, Randy Schalager, followed with a mii case study example Abercrombie and Fitch and a sample program DMX provides them.
We were also privileged enough to receive a tour of the DMX Music offices which included a look at the studios, editing offices and the DMX Club where up and coming artists perform for the staff. We were very appreciative of the time that everyone spent with us and it was a fantastic company to end our study tour on.
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