Introducing Brown & Williamson Tobacco Corporation Kool Lights & Ultras.

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Introducing Brown & Williamson Tobacco Corporation Kool Lights & Ultras.

Date: 1982
Length: 48 pages
502632023-502632070
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Abstract

This Brown & Williamson document is a training manual explaining how to to target blue collar workers for free cigarette giveaways ("sampling").

The manual explains what might not be obvious to the novice:

"Obviously, hospitals, medical centers, doctor's offices, government buildings, health or law offices should not be sampled. If a mobile X-RAY unit is stationed at your location, move to a new area..."

Another tip states:

At a large office or business if the receptionist will not allow you to go desk to desk through the office, ask if she can call all smokers out to the reception area to receive a sample.

Workers are counseled not to alter their company-supplied green jumpsuits, to avoid having photographs taken of themselves, and to target bowling alleys, fish fries, bingo games, union meetings and VFW halls in an effort to ferret out blue collar workers.

Fields

Quotes

WELCOME TO THE BROWN & WILLIAMSON SAMPLING TEAM

We are happy to have you join us on this important program for the Brown and Williamson Tobacco Corporation...one of the nation's leading tobacco companies and manufacturers of popular brand name cigarettes...

...You will be handing out a free sample sleeve of "KOOL" cigarettes to blue collar adults (21 years of age and over)...For this sampling program, you will be using two methods of sampling to reach the adult blue collar smokers...You will be assigned to specific locations where the greatest amount of blue collar male and female smokers can be sampled.

Our second method of sampling has been exclusively designed for Brown and Williamson. This is the Opinion Maker. Pri- marily, this Opinion Maker is directed at the target blue collar audience.

BLUE COLLAR SAMPLING TECHNIQUES

Your sampling locations have been proposed with a view toward maximizing sample distribution to the blue collar target audience. This does not mean that other smokers are not to be sample only that we will concentrate on blue collar: such locations are where male and female blue collar workers may be found:

I. WORK - Factories, plants, industrial office buildings, business offices, shops, stores, etc. a) Your supervisor will have permission to sample in the cafeteria during the lunch hour or in the parking lots during shift changes. At large plants the supervisor may take the entire crew in the supply van. Smaller plants will be sampled by sending a team of two distributors in their own car.

b) At a large office or business if the receptionist will not allow you to go desk to desk through the office, ask if she can call all smokers out to the reception area to receive a sample. Stay for a few moments. After all qualified persons are sampled, leave....

When working downtown business streets we will not stand on corners sampling shoppers, but rather we will canvass every shop, store or small business as well as bank and office buildings in an effort to reach every blue collar sales clerk, cashier, re ceptionist, typist, etc. that we can sample...

...We will sample blue collar neighborhood restaurants during the lunch hour as well as blue collar conventions, VFW's, American Legions (fish fry's or Bingo), Union meetings or any other function where blue collar workers meet...Discos, bowling alleys or country and western bars (where cowboys and cowgirls ride the mechanical bull).

...A successful program depends on our selection of blue collar locations you will be sent to and how well you sample them...

STOP SAMPLING if you are ever approached by anti-smoking groups, newspeople or groups of minors. If such instances arise, stop sampling, put the product in your car and call your supervisor for an alternate location.

...Always SMILE during your presentation...Be assertive, speak loudly and clearly, repeating the words FREE SAMPLE and the name KOOL as frequently as possible.

...While you are working as a consumer representative, you will wear the following:

*Green jumpsuit - provided by the client. *White longsleeve blouse or turtleneck jersey - your own. *Black shoes - your own.

...If you are questioned by any-other person, even by a re- porter, simply:

*Tell them you are not permitted to answer questions. *Refer them to your supervisor and ask them for their business card to give to your supervisor.

...If a reporter asks for an interview, say "NO" politely and refer him to your supervisor. This rule also applies to questions about tobacco or cigarette smoking in general,

DISCOURAGE PHOTOGRAPHS -

Photographs taken of your working on this sampling program should also be avoided. If anyone asks to takeyour picture - REFUSE...If a photographer becomes annoying or makes you nervous, remove the basket, stop sampling, wait for your supervisor to arrive so that your location can be changed.

Company

Brown & Williamson

Author

Donnelley Marketing

Reuben H. Donnelley

Recipient

Brown & Williamson

Region

United States

Type

MANUAL

Named Person

B&W

Sears

Wards

Patriot Marketing

Subject

target market

Target/Low-Income (Target Groups)

Target Blue Collar

Document Images

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~a ta t: .~ :.~ cc U2 , Brown & Williamson. Tobacco. Corporation t W a ® LIGHTS AND ULTRAS DISTRIBUTOR INSTRUCTIONS ® P -1 -1 M. A P9 Pi

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CONFIDENTIAl INFORMATION CONTAINED HEREIN HAS BEEN PREPARED FROM DATE DEVELOPED BY DONNELLEY MARKETING FOR THE SOLE USE OF DONNELLEY MARKETING. THIS MATERIAL CANNOT BE REPRODUCED USED BY NOR DISCLOSED TO ORGANIZATIONS OTHER THAN DONNELLEY MARKETING WITHOUT THE EXPRESSED: APROVAL OF DONNELLEY MARKETING. THE CONTENTS ARE PROPRIETARY CONFIDENTIAL MATERIAL AND ALL COPIES MUST BE ACCOUNTED FOR AND RETURNED T0 DONNELLEY MARKETING OR DE- STROYED UPON COMPLETION OF THE PROGRAM. 1982, DONNELLEY MARKETING, DIVISION OF REUBEN H. DONNELLEY CORPORATION, STAMFORD, CONNECTICUT.

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WELCUirIE TO THE BROWN. & W I LL I AMSON SAMPLING TEAM We are happy to have you join us on this important program for the Brown and Williamson Tobacco Corporation...one of the na- tion's leading tobacco companies and manufacturers of popular brand name cigarettes such as KGOsLS, Viceroy, Rich Lights, Bel Air, Raleigh, Raleigh Lights and the new KOOL Lights and KOOL Ultras. Brown & Williamson stands for "the mark of quality in tobacco products", manufactured according to the highest standards for flavor and aroma. NOW THERE'S A NEW WAY TO PLAY IT- KOOL Lights and KOOL Ultras are new, low-tar cigarettes that are sure to gain in popularity throughout the country...with male and female blue collar workers. YOUR SAMPLING JOB As a number of the Brown and Williamson/ Donnelley marketing sampling team, you should be the type of person who enjoys working with others. We will train you to be well qualified to do an effective sampling job for KOOL Lights and KOOL Ultras. You must be pleasant, assertive, able to smile readily, not hesitant about distributing samples and be able .to be on your feet for seven or eight hours a day.

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You will be handing out a free sample sleeve of "KOOL" cigarettes to blue collar adults (21 years of age and over). Each sleeve contains one (1) sample 10 pack of KOOL Lights and one (1) sample 10 pack of KOOL Ultras. The sleeve itself has a 25~ coupon printed on the back. PLEASE NOTE In the states of Florida, Indiana and Idaho, full packs (20's) of KOOL Lights and KOOL Ultras will be used for sampling. Please offer the consumer a choice of either the Lights or Ultras, Kings or 100's. For this sampling program, you will be using two methods of sampling to reach the adult blue collar smokers. If you have worked for us before, you are familiar with our first sampling method, modified high-traffic sampling. You will be assigned to specific locations where the greatest amount of blue collar male and female smokers can be sampled. Our second method of sampling has been exclusively designed for Brown and Williamson. This is the Opinion Maker. Pri- marily, this Opinion Maker is directed at the target blue collar audience. If you are asked to work on this aspect of the pro- you will be provided with separate instructions giving you a clear understanding of your responsibilities. I

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WHY YOU? The manner in which you sample people will have a direct bearing on the attitude of the sampled adult and the success of the program. You should work hard to create a favorable impression on all sampled adults...because when you do that, a person will think favorably of the sample pack(s) you have just given them. WHY WE SAMPLE Sampling is a proven way of inducing smokers to switch from the brand they are now smoking to new KOOL Lights and KOOL Ultras. Very simply, sampling is a form of advertising which permits the cigarette to "speak for itself". We know that we have two (2) fine new products and we want to give as many smokers over the age of 21 as possible an opportunity to try these great new products. As a direct result of your sampling, you will find that. * Many smokers WILL ENJOY KOOL LIGHTS AND ULTRAS * Some of these smokers WILL PREFER one or both of them to their regular brand. * And a reasonable percentage of those adults enjoying the cigarette you have given them WILL__CONTINUE_TO SMOKE EITHER KOOL LIGHTS OR KOOL ULTRAS.

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C` SAMPLE ONLY ADULT SMOKERS 21 OR OVER The objective of this sampling program is simply to give adult smokers an opportunity to try the NEW KOOL cigarettes. We have adopted a few rules about sampling cigarettes which are important to the success of this program. Your supervisor may test your memory of these rules following this presen- tation...and you will receive a copy of these rules. Strict adherence to these rules is critical. Violation of these rules is grounds for IMMEDIATE DISMISSAL from the Brown and Williamson sampling program. Brown and Williamson believes that smoking is an adult custom and all measures MUST be taken to insure that no youths receive cigarettes through this program. Accordingly, Brown and Williamson has adopted the following strict policy-for all of their sampling programs: "NO CIGARETTE SAMPLES SHALL BE GIVEN TO PERSONS WHO ARE OR APPEAR TO BE UNDER 21 YEARS OF AGE". IF A SAMPLER IS UNSURE WHETHER A PASSER-BY IS 21 YEARS OF AGE, SIMPLY ASK, "WHAT YEAR WERE YOU BORN?" FOR THIS SAMPLING PROGRAM THE PERSON BEING SAMPLED SHOULD HAVE BEEN BORN.BEFORE 1961. IF YOU ARE IN DOUBT, SIMPLY REFUSE TO GIVE A SAMPLE BY SAYING, "I AM NOT ALLOWED TO GIVE SAMPLES TO ANYONE WHO IS NOT 21." THIS HOLDS TRUE EVEN IF A PERSON IS SMOKING OR CARRYING A PACK OF CIGARETTES, -4-

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r Sample by the motto, "WHEN IN DOUBT - DON'T." ANY PERSON WHO KNOWINGLY VIOLATES THIS POLICY WILL BE IMMEDIATELY DISMISSED FROM THE BROWN AND WILLIAMSON SAMPLING PROGRAM. Remember, be guided by the rule, "WHEN IN DOUBT - DON'T." Remember that cigarette samples are intended ONLY FOR ADULT SMOKERS and you MUST NOT, under any circumstances, sample within 3 blocks of youth-oriented activities such as schools, colleges, playgrounds, fraternity or sorority houses. Obviously, hospitals, medical centers, doctor's offices, government buildings, health or law off ices should not be sampled. If a mobile X-RAY unit is stationed at your location, move to a new area after you obtain your su- pervisor's permission. Remember, Brown and Williamson's advertising and promotional activities are intended to persuade only current smokers to buy their brands. Accordingly, we should give samples ONLY to adults who willingly accept them. If a passerby indicates he or she does not want a sample, simply say, "Thank you°', and begin to look for the next adult smoker. YOUR WORK PATTERN Your sampling work in major markets will be supervised by an experienced representative from Donnelley Marketing who knows the job well. -5-

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YOUR WORK PATTERN (coNT'D) Your supervisor will: 1. Train you in the proper method of distribution. 2. Supply you with samples of KOOL Lights and Ultras... give you a container to hold the cigarettes. 3. Show you how carrying samples in the container allows you to sample safely and frees your hands for use in passing out samples. 4. Assign you to selected blue collar areas and locations. 5. Pick up any cigarettes you have not distributed daily. 6. Supervise you when working from a van in a crew or when working as a team of two from your own car. 7. Pick up and compile your daily report of sampling. In order to avoid duplication of effort, you are asked to distribute samples ONLY AT THE LOCAION TO WHICH YOU ARE ASSIGNED. Any change in location will come directly from your supervisor. While you are sampling, your feeder will re-supply your container so that you can continually give free packs of KOOL Lights and KOOL Ultras to the maximum number of adult passersby.

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BLUE COLLAR SAMPLING TECHNIQUES Your sampling locations have been proposed with a view toward maximizing sample distribution to the blue collar target audience. This does not mean that other smokers are not to be sampled,only that we will concentrate on blue collar: such locations are where male and female blue collar workers may be found: 1. WORK - Factories, plants, industrial office buildings, business offices, shops, stores, etc. a) Your supervisor will have permission to sample in the cafeteria during the lunch hour or in the parking lots during shift changes. At large plants the supervisor may take the entire crew in the supply van. Smaller plants will be sampled by sending a team of two distributors in their own car. b) At a large office or business if the receptionist will not allow you to go desk to desk through the office, ask if she can call all smokers out to the reception area to receive a sample. Stay for a few moments. After all qualified persons are sampled, leave. If she cannot do this, thank her and leave. c) When working downtown business streets we will not stand on corners sampling shoppers, but rather we will canvass every shop, store or small business as well as bank and office buildings in an effort

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to reach every blue collar sales clerk, cashier, re- ceptionist , typist, etc. that we can sample. You will not sample in large department stores. (Sears, Wards, etc.) When sampling downtown business streets, your supervisor will assign one distributor to each side of the street to sample every business in a given block. 2. LIVE - Much of the distribution will be done by sampling the arterial business streets in blue collar neighborhoods. Again, one distributor will sample on each side of the street and will sample every kind of business in the block: - - Also sample adult smokers where you stop for - Sample adult smokers where you stop for gas. Sample every adult smoker you can a blue collar neighborhood. lunch. reach when working When working heavy business arterial streets, dis- tributors will work in a crew with the supervisor driving the supply van. When sampling more scattered aterial streets, distributors will work from their own cars. 3. SHOP - On weekends (Fridays and Saturdays) we will sample shopping centers or free standing supermarkets. The distributor will be assigned to a supermarket and will work alone from her own car. However, the dis- tributor should be given a hotline telephone number to call in the event of a problem.

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