Anne Landman's Collection
City of Chicago Black Sampling Opportunities.
Abstract
This 1984 R.J. Reynolds Tobacco Company marketing document describes a plan to give away free samples of cigarettes in African American neighborhoods of Chicago. Sites where they planned to give away sample cigarettes included neighborhood athletic events, roller rinks and even at church functions. The writer takes note of the fact that restrictions exist on giving away free cigarettes on park and school grounds, but then discusses how the company can circumvent the rules: "...almost all softball games are played on Park District or Chicago Board of Education Grounds. RJRT's own policies prohibit sampling of cigarettes on school grounds. However, our contact to various political representatives on both the South and West sides of Chicago (areas with a predominantly Black population) lead us to believe we could receive some support/assistance from local Black politicians in obtaining permission to sample at these activities..."
[emphasis added]
Other sites targeted for free cigarette give-aways included public transportation stops, traffic court ("Traffic Court has a heavy flow of pedestrian traffic during weekdays, 75% of which is Black"), unemployment offices "in Black neighborhoods of Chicago" and currency exchanges, which the writer notes can be quite busy "from the 25th through the 31st of the month (when food stamps arrive)," as well as on weekdays when Black people pick up their public aid checks.
The marketing plan also targets African-American church events for cigarette sampling. Here is their rationale:
"Because the Church does represent an important part of the Black lifestyle, we believe that Salem's participation at appropriate Church functions would serve to enhance the image of the Brand within the Black community. It allows Salem to reach them when they are most comfortable and at ease. They will, in turn, associate a pleasurable experience with Salem's participation at the activities and recognize Salem as an active participant in the Black community."
[emphasis added]
Fields
- Quotes
CITY OF CHICAGO BLACK SAMPLING OPPORTUNITIES Presented by: Promotion Resources, Inc. January 23, 1984
I. BACKGROUND
P.R.I. initially provided RJRT with a preliminary audit of the Chicago Market which provided information on opportunities for Salem participation in various activities in the Black community. We offered eight categories of activities for participation from which RJRT chose four and added one.
These categories include: Sports and Recreation Nightclubs Concerts Mall/Street Intercept Opportunistic ...A. Sports and Recreation
1. SOFTBALL LEAGUES
P.R.I's investigations began by contacting several Black softball teams to determine overall interests in corporate participation through sponsorship and/or sampling and premium distribution at the games...
...Almost all softball league games are played on Park District or Chicago Board of Education grounds. RJRT's own policies prohibit sampling on school grounds. In addition, at present, Chicago Park District regulations prohibit the sampling of cigarettes on Park District grounds. However, our contacts to various political representatives on both the South and West sides of Chicago (areas with a predominantly Black population) lead us to believe we could received some support/assistance from local Black politicians in obtaining permission to sample at these activities. This is due, in part, to Salem's present activity in and support of Chicago's Black community...
2. BOWLING LEAGUES There are several bowling alleys in the Black community that provide facilities for bowling leagues...Our contacts to league representatives revealed a strong interest in Salem's participation at both their regular and championship games...
...3. FOOTBALL LEAGUES Representatives from the Afro-American Tough football league discussed the possibility of Salem's sponsorship of the entire league or individual teams within the league. They felt Salem could best participate through:
A. Donation of football equipment to the league. B. Distribution of premium items at the games. C. Sampling of cigarettes at the games. D. Sponsorship of awards banquet held in December...
4. ROLLER SKATING Chicago's young Black adult population can often be found at roller rinks...
B. NIGHTCLUBS Chicago Black nightclubs can be separated into three categories according to the specific groups of people they attract. These categories are:
1. Professional after work/weekend set. 2. Blue collar after work/weekend set. 3. Disco/singles bar. The income class of the people patronizing the nightclub is usually determined by the location of the club and the type of neighborhood in the area. All of the nightclubs we contacted were interested in participating in a Salem program. Most have been involved in this type of promotion before and were pleased with the success of the activity. They suggested at least one month of lead time before the actual promotion.
In all cases, the nightclub owners requested that in return for sampling, premium distribution and signage privileges, Salem purchase the first drink for each customer that patronizes the club that night. The majority of Black nightclubs have a cover charge at the door, but most owners are willing to forego that charge on the night of Salem's promotion if the drink purchase is made...
C. CONCERTS
Concert activities represent an ideal way in which to reach the target Black consumer in an effective, environmental atmosphere...
D. MALL/STREET INTERCEPT SAMPLING
Sampling activity could be conducted at key intersections and in malls and shopping centers with a heavy flow of Black pedestrian traffic...No fees or permits are required for sampling on public property...
1. Street Intercept Locations:
There are several key locations in the Black community with a heavy flow of pedestrian traffic. These locations include public transportation stops, shopping area, banks, currency exchanges and offices...
D. Busy Currency Exchanges
Heavy transaction of business usually occurs on Friday and Saturday. However, because of public aid checks being delivered daily for pick-up by recipients, transactions my be heavy during the week at some locations. Transactions may be heavy during the week at some locations. Business is probably heaviest from the 25th through the 31st of the month (when food stamps arrive)...
TRAFFIC COURT (Downtown Office)
Traffic court as a heavy flow of pedestrian traffic during weekdays, 75% of which is Black.
NATIONAL GUARD ARMORY (57th and Cottage Grove)
The National Guard meets on weekends each month and this particular armory houses a predominantly Black National Guard unit...
E. OPPORTUNISTIC
Despite our efforts to include all appropriate possibilities for Salem's participation in the Black community of Chicago, in a city this large, there are certain to be some sampling opportunities which we have been unable to locate....For these reasons, we would recommend that funds be set aside in the budget for the possible inclusion of such events as they arise. In this way, Salem can be assured of making the maximum impact on the Chicago Black community.
SECTION II
--Church
--Politics A. CHURCH
In the Black community, the Church plays an important role in the lifestyle of the people. Not only is it considered a place of worship, but also a place to socialize with friends, and a way to participate in serving the community. Many Blacks visit the Church as many as 3-5 days out of the week for choir rehearsals, community organization meetings, assistance at the child care center or food distribution programs, or special continuing education programs...
Because the Church does represent an important part of the Black lifestyle, we believe that Salem's participation at appropriate Church functions would serve to enhance the image of the Brand within the Black community. It allows Salem to reach them when they are most comfortable and at ease. They will, in turn, associate a pleasurable experience with Salem's participation at the activities and recognize Salem as an active participant in the Black community...
- Company
- R. J. Reynolds Tobacco Company
- Author
- Promotion Resources
- Recipient
- N/A (Presumed the R.J.Reynolds Tobacco Co.)
Document Images
