Philip Morris
Marlboro Music 940000 Marketing Plan
Fields
- Area
- GENNARO,MARY JO/OFFICE
- Document File
- 2040570204/2040570441/940000 Country Music Articles@ 2040570209/2040570369/Marlboro Country Music 940000
- Named Organization
- 2nd Harvest
- 38 Special
- Affiliate Network System
- Al
- Al State Fair
- Annual Fan Fair
- Arista Records
- Bama Jam
- Banquet Frozen Food
- Belmont Park
- Billboard
- Black Velvet
- Bodyguard
- Brooks Dunn
- Budweisers Rock N Country Tour
- Camelot Stores
- Camp Lejeune
- Club Dance Series II
- Club Dance Show
- Community Event Marketing
- Confederate Railroad
- Country America
- Country Dancin US
- Country Magazine
- Country Music Foundation
- Country Music Television
- Damn Yankees
- Dancin at the Hot Spots
- Diamond Rio
- Dominoes Pizza
- Dover Afb
- Drivin N Cryin
- Fan Jam
- Fantrac
- Frito Banditos
- Ft Jackson
- Ft Riley
- Grand Ole Opry
- Greater Jacksonville Agricultural Fair
- Guantanamo Bay
- Hardees
- Jim Beam Country Caravan
- Jose Cuervo
- Judds
- June Jam Festival
- K Mart
- K Mart Stores
- Ky Headhunters
- La State Fair
- Liberty Records
- Little Creek Sub Base
- Madison Square Garden
- Marlboro Country Advertising Campaign
- Marlboro Country Music Tour
- Marlboro Cup
- Marlboro Music Talent Roundup
- Marshall Tucker Band
- Mca, Marketing Corporation of America
- Mercury Records
- Mid South Fair
- Morale Welfare + Recreation Fund
- Nascar
- Nashville Convention Center
- Natl Fan Club
- New Kids on the Block
- New Woman
- Omni Marketing Systems
- Penneys
- Pensacola Naval Air Station
- Pop
- Record Bar
- Red Hot
- Revlon
- Rop
- Saturday Night Dance Ranch
- Sony Music
- Soundscan
- Spin
- State Fair of Tx
- State Fair of Va
- Stouffers Hotel
- Superclub
- Target
- Tower Records
- Tropicana
- True Value Gmc Country Showdown
- Turtles
- Valvoline
- Walmart
- Wendys
- Western + English Trade Market Assn
- Western Merchandisers
- Winterland
- Wrangler Contest
- Yafs
- Yams
- 38 Special
- Type
- REPT, REPORT, OTHER
- Request
- Stmn/R1-098
- Site
- N687
- Litigation
- Stmn/Produced
- Named Person
- Anderson, J.
- Atkins, C.
- Berry, J.
- Black, C.
- Brooks, G.
- Brown, M.
- Carey, M.
- Chapincarpenter, M.
- Chesnutt, M.
- Clark, G.
- Collins, P.
- Crowell, R.
- Cyrus, B.R.
- Dean, W.G.
- Diffie, J.
- Dunn, R.
- Ely, J.
- Gill, V.
- Greenwood, M.
- Gregg, R.L.
- Hiatt, J.
- Hill, J.
- Holden, R.
- Hurley, L.
- Jackson, A.
- Jackson, M.
- Jennings, W.
- John, E.
- Judd, W.
- Kershaw, S.
- Lawrence, T.
- Ledoux, C.
- Lee, A.
- Lovett, L.
- Martin, M.
- Mattea, K.
- Mcentyre, R.
- Montgomery, J.M.
- Morgan, L.
- Morgan, L.X.
- Mosser, J.
- Nelson, W.
- Raye, C.
- Skaggs, R.
- Skynyrd, L.
- Strait, G.
- Stuart, M.
- Tillis, P.
- Travis, R.
- Tritt, T.
- Tucker, T.
- Vanshelton, R.
- Walsh, J.
- Wariner, S.
- Williams, H., J.R.
- Williams, L.
- Yearwood, T.
- Yoakam, D.
- Atkins, C.
- Date Loaded
- 05 Jun 1998
- Brand
- Marlboro
- UCSF Legacy ID
- fok72e00
Document Images
Page 11
Outlined below is a current listing of the sponsors in Country Music. Most of
these companies turned to Country Music from pop and rock sponsorship since
1989.
Budweiser
Tour sponsor, radio, television and print ads and POP behind the Travis
Tritt, Trisha Yearwood and Little Texas tour. The program is called the
Rock 'n Country Tour. The program is the same in every market. Banners
on-site, backstage meet and greet and advertising featuring the artists.
Bud Liaht
Tour sponsorship, radio, television and print ads and POP behind
George Strait's tour. This is the second year of sponsoring George Strait.
The program is the same as their Budweiser tour and is dependent upon
George Strait's touring schedule.
Tropicana Twisters
A first time sponsorship behind Reba McEntire's tour. The program is the
same in every market and includes banners on-site, backstage meet and
greet, radio, television, print and ROP advertising using Reba's image.
The markets and dates are dependent upon Reba's touring schedule.
Jim Beam Countrv Caravan
A club tour that featured Joe Ely and Lucinda Williams. Neither artist is
country or gets played on country radio. Same program in every market
with banners on-site, meet and greet and print advertising. They tried to
tie-in a talent contest, but there was no advertising or promotion support in
the market to generate entries. There was no effort made on behalf of Jim
Beam to work with the music industry in creating a talent contest that they
could use as a scouting tool. Because of the choice to use Lucinda and
Joe, the concerts were promoted on Rock radio, but the show were hosted
by a country disc jockey to promote entries to the talent contest.
Valvoline
A first time sponsor of Country Music. They are currently promoting a
country compilation cassette with purchase wherever Valvoline is sold.
Summer tour sponsorship of Sammy Kershaw. The sponsorship came
after Sammy used the Mark Martin Valvoline NASCAR car in his music
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video. The program is limited to a backdrop banner and two inflatable
Valvoline bottles on or near the stage and backstage meet and greet.
There is no Valvoline advertising to support the tour, but POP is up in all
Valvoline instant oil change outlets and other locations where their product
is sold.
Revlon
In perhaps one of the boldest steps taken by a sponsor, Revlon has
created a new perfume called Wild Heart and a complete promotion
campaign centered around Trisha Yearwood. There is no tour support
due to her commitments to Travis Tritt and the Budweiser's Rock'n
Country Tour. She will be featured in all television, print and POP
advertising for the perfume. A special cassette premium planned for
Christmas as a gift with purchase.
Black Velvet
Tour sponsorship over two years with Tanya Tucker. The program is the
same in every market with banners on-site, backstage meet and greet,
print and POP advertising. Black Velvet started a club level dance contest
promotion which has received little publicity. Queries were made to
executives at Tanya's record label to obtain more information, however,
they were not sure what the program includes.
Jose Cuervo
Tour sponsorship of Willie Nelson in 1992 and 1993. The program is the
same in markets where Willie is on tour. Banners on stage and print ads.
A talent contest was started, but it has not been successful. The program
was very disorganized and entries were submitted by clubs, judges where
secured by Willie's publicist. No winner has been announced to date.
Bama Jam
Sponsorship of Alabama's June Jam Festival on the Saturday after Fan
Fair. The event is a full day of Country Music with proceeds going to a
children's charity. Bama Jam conducts a talent contest in their key
southern markets. Entries came from tie-in radio stations in each market.
One line competition takes place the day before June Jam. The winner
performs at June Jam and receives a cash prize. Some industry people
and usually one artist who are involved in June Jam will serve as a judge
at the live competition. Publicity for this program is limited to the tie-in
radio station and the local market newspapers.
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True Va/ue/GMC Country Showdown
A talent contest which has had several different sponsors over the years.
It started as the Wrangler contest and is run the same way as Bama Jam
but on a national level. A regional live contest takes place where ten
bands represent their radio station and the winner goes on to a national
competition. The national contest has taken place at the Grand Ole Opry
House with a headliner like Willie Nelson. Each band plays three songs
and then a concert follows. The event is televised on TNN and the
winning band gets $5,000, a new truck, and a record contract. This
contest has been in place since 1982 and did not receive national publicity
until GMC started to sponsor Randy Travis and become a partner in this
promotion. To date there has been no record released by any winner from
the talent contest.
Miller Lite:
Tour sponsorship of male country artist. This year the sponsorship
includes Clint Black and Alan Jackson. The program is the same in every
market with banners on-site, backstage meet and greet, radio, television,
print and POP ads utilizing the artists. Markets are determined by the
artists' touring schedule.
FrioL '
Tour sponsorship,of Billy Ray Cyrus. The program is the same in every
market with banners on-site, backstage meet and greet, radio, print and
POP ads. Advertising has been created for television utilizing Billy Ray
Cyrus and Mark Chesnutt as the new Frito Banditos.
Cleirol
Through a donation to the Red Hot organization and a value-added
advertising campaign in New Women magazine, Clairol is sponsoring the
Red Hot + Country album that is being spearheaded by Kathy Mattea. To
launch the project, Clairol will run a July FSI offering a cassette featuring
Kathy Mattea's current single and the single she recorded for the Red Hot
+ Country album free with proof of purchase.
Several sponsors have developed sweepstakes, gift with purchase and
bounce back campaigns to tied to compilation cassettes. These
companies include:
Page 14
- Banquet Frozen Food
- Dominoes Pizza
- Wendy's
- Hardee's
- Valvoline
- Country America/Sony Music
Despite all of the new sponsors that have entered the Country Music
Market place, none have been able to replace Marlboro. Because these
sponsors typically change the artist they support each year, they have not
been able to generate any loyalty among the artists, the industry, the
media or the consumer.
Marlboro is recognized for taking the music to larger audiences and
providing first class production consistently. Additionally, Marlboro is
known within the music community for developing a top notch talent
contest that utilized record label talent scouts as judges and secured
studio time with first class producers and musicians. The longevity of the
talent contest cannot be ignored when you have top talent that was either
discovered or claims Marlboro as the impetus to their success. Two such
artists are Ronnie Dunn of Brooks and Dunn and John Berry who's debut
album has just been released on Liberty Records.
1994 PROGRAM OBJECTIVES
The following objectives for 1994 Marlboro Music Tour are established to help
meet the overall brand objectives for 1994. A variety of strategies are being
proposed to help meet these objectives, which when implemented, will make
Marlboro music an even more effective marketing tool for the brand:
Build Marlboro volume;
Name generation for database among YAMS/YAFS;
Strengthen Marlboro image dimensions among YAMS/YAFS;
Utilize tour to co-op retail promotions with chain and convenience
stores;
Maximize national publicity potential
Position Marlboro as a leader in the field of Country Music through
innovative programming and artist packaging.
STRATEGIES
The overall strategy for 1994 is a national tour featuring emerging and
legendary artists in Country Music, including the following elements to
ensure year-round presence for the tour:
- A Talent Roundup National Competition
- Dance Bar Night Program
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- Country Music Trivia Bar Nights
- Themed Sweepstakes/Giveaways
- A Media/Direct Mail Country Music Club
- Final Spectacular Concert Simulcast in major Clubs/Bars
THE TOUR
The objective of the tour is to offer fresh and exciting music programming
to YAMS/YAFS audiences. The artist will be strategically packaged to
meet this objective.
Venues
Venues selected will range from arenas, theaters and major country and
non-country clubs/bars. Focus will be on intimacy and predominantly
smoker friendly venues.
M rke s
We are currently exploring several options which will expand the scope of
the tour. These options include playing in major Country Music cities,
adding some smaller cities to give Marlboro Music a presence in untapped
markets within all five regions.
A ists
By packaging an artist of legendary stature with new talent that was
influenced by the legend, we will be presenting a one-of-a-kind, special
performance. The mutual respect and admiration of these artists will
make the evening special for them and the audience. Their combined
energy will surpass just another concert.
Artist selection will be made following research done by the Country Music
Foundation, our promoter and Soundscan. This will ensure our credibility
and audience appeal against Marlboro demographics and imagery.
Production
Production is currently being reviewed for new options in the area of
sound, lights and special efforts with focus on state-of-the-art technology.
This will ensure that Marlboro's show continues to be a leader in the area
of concert production.
Page 16
Milita , Involvement
The Military Tour has important implications for Military Sales. It was
created in an effort to:
Reach a key young adult male audience
Create an advertising and promotional vehicle for Marlboro on
base
Increase merchandising participation and shelf space for
Marlboro
Through a joint effort with Military Sales, we can incorporate these venues
into our 1994 Marlboro Music Tour.
MERCHANDISING
Marlboro Music Collection
Marlboro branded items continue to be very popular with fans at concerts
and other entertainment events. It is important to keep in mind that items
used for this program should be geared specifically to appeal to young
adult male/female music lovers. Items should be perceived as being
"legendary".
Me i
A consumer magazine insert should be produced which will include a free
CD offer. The CD bounce back will include bonus tracks which will not be
included on a similar cassette offered as a retail promotion.
A consumer magazine insert should be produced which will include a free
CD offer. The CD bounce back will include bonus tracks which will not be
included on a similar cassette offered as a retail promotion.
Retail Pro,aram
The event should be supported by promotional activity in cigarette outlets
and music stores. Two key components of the promotion are a recording,
offered in cassette and CD format, and a 4-12 page music magazine
which would be packaged with each cassette or CD. The recording will be
compilation of the artists featured in the Marlboro Music program. The
Marlboro Music magazine would contain editorial related to the featured
artists and their music.
Page 17
Tobacco Retail.
It is critical that in 1994 a retail program be executed specifically in support
the Marlboro Music program. We recommend a Marlboro Music display
featuring either a two-pack offer with a Marlboro Music lighter, a four-pack
carrier with a Marlboro Music cassette, or a five-pack offer with a Marlboro
Music T-Shirt. Further, we recommend a Marlboro Music Ceiling Dangler,
and posters should be displayed in each outlet.
Record Retail
An RCA display program was tested in 1987 to give Marlboro visibility in
record stores. Results form the test indicated it was an effective means to
increase visibility in non-traditional retail outlets. The program also
reinforced Marlboro's presence among young adults in record stores.
In 1994, we plan to revise the format by pinpointing several major record
chains to implement our program. Special promotions will be held in each
market, such as a display of Marlboro Music CDs and supporting POS
materials. The display will contain a compilation recording of concert
artists. A minimum purchase is required in order to participate. A bounce
back brochure for other recordings and Marlboro Music merchandise will
be enclosed.
Supporting posters announcing the offer and the upcoming Marlboro
Music concerts and 3-D ceiling danglers will be included in the package.
Creative
The creative must retain a "Marlboro" tone, which represents macho,
rugged, free, honest and a "bigger than life" quality. The material must
portray an image that is perceived as being "cool", "hip", and "different".
The creative will be specifically designed to appeal to primarily young adult
smokers.
Advertising
The purpose of local advertising is to sell concert tickets and to promote the
Marlboro Music program.
Page 18
Media
To achieve our objective for creating national awareness for the program,
particularly in markets where we have no program, we recommend
including national advertising in our overall plan. A "tour ad" should be
produced which would run in music-related publications such as "Country
Magazine" and trade publications such as "Billboard" and "Spin".
Readership of these publications include young music followers and
industry leaders.
Local ROP and local city magazine advertising will be used to announce
the Marlboro Music concerts with a more mainstream message.
Out-of-Home
Mobile billboards should be used in each market to tease and then
announce the Marlboro Music events. If funding is available, we would
also recommend utilizing stationary billboards and bus shelters.
Bar/Club Ni4hts
Posters, table tents and neon boards will be distributed in conjunction with
local bar nights. These pieces will include information on the Marlboro
Music concerts and will announce the Marlboro Music bar program.
TRADE MARKETING
Improving our relations with key customers continues to be an important element
of the program. In every market the concerts can be used to host either pre- or
post-concert hospitalities.
Trade marketing will be provided with an ample amount of concert tickets in each
market for trade entertainment.
In order to guarantee a smooth program, we recommend that a person from
Trade Marketing be given the assignment to specifically handle this important job
function.
PUBLICITY
The program's structure and its various elements will provide mechanisms for
generating excellent local and national publicity. Listed below are several
publicity methods which will be employed:
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Charity lnvolvement
The Marlboro Music program should include a charity involvement. During
the Marlboro Country Music program, Second Harvest was designated as
the national charity to receive funds generated from the tour. However, in
1994, it is important that we choose a charity that is relevant to the
program's demographic appeal. We recommend identifying a
conservation and/or environmental group as the Marlboro Music national
or regional charity. The Corporate Contributions group will follow up with a
suggested list of charities.
Press Conference/Media Da ys
In order to generate pre-concert publicity, a major press briefing should be
held to announce the Marlboro Music program. At least two of the artists
from the concert packages should be present to perform and conduct
interviews.
In the other concert markets, media days should be scheduled by either
taking an artist into the market or arranging for telephone interviews with
interested media outlets.
j2ecial Guest
S
As outlined in the format, a "name value" Country artist should be used to
anchor each concert. The special guest element offers credibility and an
additional publicity hook and credibility for the program.
Affiliate Network S,vstem
The Affiliate Network System has been effective in the past in generating
local market publicity, therefore we would consider utilizing this approach
for the Marlboro Music program.
LONG TERM OUTLOOKS
Based on the current state of the Country Music industry, the outlook for
Marlboro Music looks very positive. It will be important for Marlboro to always be
certain that the tour continues to meet brand objectives and that it is the very best
it can be. We must continue to look for efficiencies within the existing program,
so that enhancements can be made, while maintaining cost.
Our goal is to look for new ways to make Marlboro Music a major force in the
entertainment industry, thereby reinforcing Marlboro's leadership position. This
t
Page 20
may call for a change in format over the next few years, allowing us access to
important markets which present opportunities to build business for the brand.
