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Salem Black Initiative Program Brand Team Ideation Session.

Abstract

This marketing report summarizes a brainstorming session held to explore ways to increase sales of Salem cigarettes to African Americans. The report concludes that "the best way to reach minority consumers is through their local communities." It then says, "...the brand's support must be seen as being backed by other blacks--not as a big white company's tactic to sell to blacks. If Salem can become a positive contributing factor to blacks' economic and personal well-being, it could ultimately be 'unpatriotic to smoke anything else." The report says "Salem should be seen as a friend," and suggests ways to play up the positive aspects of [young adult] black smokers and their lifestyle, listing words and fashion items from the African American community: "fresh" "fade" (kill) "bank" (money) "hooked"(together) "chillin'" "def" (cold, funky, hard, it's happening) "stylin'" "dis" (disrespectful) - lots of bracelets - 2-3 holes in ear (African influence) - nose studs - fades, parts, braids - thrashed jeans - micro spandex shorts - side snap warm-up suits..."

The paper suggests ways to "contribute to the target's personal well-being" by "bolstering their self-perceptions and feeding their self esteem." It says the cigarette promotion should "speak to the fun side of inner city life," should say, "It's OK to be black, hang out, and have fun," and "should [continue to] break all the rules!" Other promotional ideas include working through barber shops and hair salons, concerts, contributing to "the target's emotional and economic well-being" by helping them find jobs, offering a prize screen test with Spike Lee and "get in there and help increase distribution of black films."

Fields

Quotes

SALEM BLACK INITIATIVE PROGRAM BRAND TEAM IDEATION SESSION August 3, 1989 Tanglewood

OBJECTIVES

The purpose of the session was to generate a long, varied list of ideas for the Salem Black Initiative...

THEMES AND IDEAS DEVELOPED

Contributing to the Black Community in a Real Way

The best way to reach minority consumers is through their local communities, and they tend to support brands that they see are doing something for them. But the brand's support must be seen as authentic and as being backed by other blacks--not as a big white company's tactic to sell to blacks. If Salem can become a positive contributing factor to blacks' economic and person well-being, it could ultimately be "unpatriotic" to smoke anything else. As some team members put it:

The Program should be endearing to the target, which as a result will make Salem endearing to them as well.

Salem should be seen as a friend.

One way to add to the target's personal well being is to reinforce their knowledge about and pride in their heritage.

Have ongoing birthday parties at clubs for famous black personalities.

Could build on black history.

Another way is to offer positive role models. --The birthday parties could be for local people. --Sponsor inner city kids, giving them a role model/mentor.

A very concrete way to contribute to the target's emotional and economic well-being would be to help them find jobs.

--Bring employment agencies to inner cities to help them find jobs. --Have a phone number to call for job information...

PLAYING UP THE POSITIVE ASPECTS OF YA [young adult] BLACK SMOKERS AND THEIR LIFESTYLE

A big part of contributing to the target's personal well-being is to bolster their self-perceptions and feed their self-esteem by recognizing and heralding positive aspects of their lives.

--The Program speaks to the fun side of inner city life. --The Program says, "It's OK to be black, hang out and have fun."

As such, the Black Initiative should be consistednt with and relevant to this lifestyle.

--The Program should be spontaneous. --The Program should [continue to] break all the rules! --The Program should provide continuity.

The daring, flamboyant aspect of YA black smokers' personalities are evident in the many trends they start. And the fact that these trends spread to the general public speaks to the unrecognized power and influence this subgroup yields on society.

Trends are often started by lower income males who are looking for a way to be important or interesting, to create their own identity, to stand out in a melting pot environment.

--It gives them the opportunity to add their own touch. --Gangs [differentiate themselves] by wear[ing] certain colors.

Some examples of trends started by inner city YA blacks are

--tennis shoes (high top, prints, fashionable) --boom boxes --rap --language such as "fresh," "fade" (kill), "bank" (money), "hooked" (together), "chillin," "def" (cold, funky, hard, it's happening), "stylin'", "dis" (disrespectful)

--lots of bracelets --2-3 holes in ear (African influence) --nose studs --fades, parts, braids --thrashed jeans --micro spandex shorts --side snap warm-up suits...

..THEMES and IDEAS DEVELOPED

Builds on the Current Music Theme

--Have a Salem 21+ rap contest --...Create your own concert --Wear the Salem T-shirt and get free admission

Stage a Battle of the Bands at clubs

--For the winner, finance a recording studio tape

Salem could hve its own group --It's records would essentially be commercials for Salem...

Have a Salem MTV channel

...An interactive telephone line -- e.g., for information on concerts, press 1, For fashion, press 2 (Instead of a "hot line" it could be called the Salem "fresh line.")

A "Be a Star" Sweeptstakes -- win a screen test with Spike Lee.

--Could get in there and help increase distribution of black films. --Call the sweepstakes "Star Quality" to reinforce the quality image of the entire Black Initiative.

Leverage RJR's involvement with stadiums and arenas. --Give away tickets at retail to attend these games --Or they could be won at a club event...

Make Salem innovative by changing the pack frequently. --Do pack inserts that give the pack a different identity in the black community.

Line extend with a stronger cork tip product with a kick.

Exploit the Salem star --can get one nail done with it in design --Sample Salem star earrings with add-ons for several holes, ankle bracelets, toe rings.

Extend the Black Initiative to BYAS [black young adult smokers] in the military via --Club promotions --Salem van

Company

R.J. Reynolds Tobacco Co.

Author

Leferman Associates

Nassar, Susan C.

Region

United States

Operation/Project

N/A

Type

Marketing Research

Litigation

N/A

Subject

Corporate Marketing Strategies

target

Target/ethnic (targeting ethnic markets)

Target/Low-Income (Target Groups)

Target/Young Adults (Target Groups)