tanTALK - Tanning Salon Business Owners Community - Not an ITA fan

ASA 2014 OVERALL PLAN
2014

The ASA’s long-term plan of action is designed to slow or stop the negative efforts from our adversaries which are eroding our market while putting in place efforts to increase consumer traffic and grow the market. The key components for this successful long-term plan to defend and grow the indoor tanning market are:

1. Research
2. PR and Media
3. Government Relations
4. Grassroots Membership Efforts
5. Legal Efforts

RESEARCH

Research is the foundation for which all other components will be built upon. The ASA’s research initiative is being lead by an organization experienced in developing research to influence government policy. The team of Integrya (Lee Feldman) and Exponent (Carrie Kuehn) have begun the biggest research development plan in our industry’s history. The “Rigor Project” is the gold standard of research development and the only true way we will be able to change the current flow of negative events that plague our industry.

PR and MEDIA

The ASA has hired a very unique crisis management group to move forward immediately with a well-planned PR initiative. This organization quickly diagnosed our situation to be “Marketplace Assault” where we face a chronic situation of attacks from a highly motivated, well-funded and well-connected adversarial group or groups. They described our only recourse to be a long-term, carefully managed counter-offensive. In this scenario there are key roles that have been developed by our adversaries:
- Villain (Tanning Industry)
- Victim (Unsuspecting Consumers)
- Vindicator (Dermatologists and Sunscreen Mfgrs)

Our objective will be to alter the cast of characters. Our offensive strategies will be to give consumers permission to tan by casting doubt on our detractors. We will have to leverage positive scientific studies and work closely legislators.

Our defensive strategies will be to fight punitive legislation, address health concerns, debunk erroneous accusations and to raise the political risk for our detractors. Reassuring policymakers that personal choice should never be stripped away is also key.

GOVERNMENT RELATIONS

The ASA’s ultimate goal is to influence the CDC and other federal government agencies to change their position of total sun abstinence to responsible sun exposure. This can only be accomplished with a well-coordinated effort that includes a complete body of credible research, an effective PR campaign and the development of key legislative and administrative relationships.

The U.S. government’s anti-tanning efforts have been increasing as if we were the tobacco industry. From the 10% federal “sin tax,” the FDA’s increased regulations, the CDC and Surgeon General report, to the funding of the recent $700k Rutgers grant to dissuade consumers from tanning, it’s clear the federal government has placed us firmly on tobacco road. The ASA’s most important long-term priority is to change the government’s position and stop these detrimental activities.

Our industry’s short-term threats by the federal government are being addressed while we develop the tools to meet our primary objective. The industry dodged a bullet with the recent FDA reclassification ruling but the most dangerous federal regulations are still looming. The ASA’s short-term federal priorities are as follows:

1. The CDC and Surgeon General warning that is currently in the works would possibly be the most detrimental strike against our market. There are only a handful of Surgeon General warnings and almost all are tied to tobacco. We would be permanently placed on the path of the tobacco industry if a warning were put in place.
2. The FDA has been focused on more restrictive exposure schedules and annual limitations. We need to accelerate our scientific efforts and continue to build relationships with the FDA and the legislative committees that influence them.
3. Repealing the 10% tan tax will continue to be a priority for our industry. This tax is responsible for thousands of salon closings. We currently have bi-partisan support for the repeal and are positioning ourselves for the opportunity to make this happen.

GRASSROOTS MEMBERSHIP

The ASA is recruiting state and regional advocates with the overall objective of building a proactive network to grow the market on a grassroots effort. These advocates will be actively involved in:
 Building relationships with local, state and federal legislators under the direction of the ASA’s government relations plan.
 Leading local and regional PR and media efforts under the direction of the new PR group’s strategy.
 Recruiting other salon owners to become advocates.

This can only happen if the salon market has confidence in an “industry” plan that everyone can get behind.

LEGAL EFFORTS

The ASA’s legal strategy is to stop or slow the unfounded claims of our opponents and government entities that continue to escalate each year… but only when other alternative efforts are exhausted. The ASA is currently engaged in one such situation regarding the “Bed is Dead” campaign that is underway in at least three states. This campaign is comparing indoor tanning to smoking and making claims that are beyond ridiculous. Our opponent’s messaging has yet to be challenged so they are fearless in their use of ridiculous claims. At some point, these claims have to be challenged or these false claims will continue to escalate. The ASA’s plan is to place the fear of liability on the groups that are supporting the effort by proving the claims made in this campaign are not scientifically supported.