Tobacco Documents Online

I /, . . . 0 7A1{cFr /YIKr SrKny I S/ q L ErM s 6 Lc l*~V WI f YES E.1 ~~ f F ~EA/l CoL A ~ r 89 (L+.o vF1~- ~R~f..d Our target is more) downscale= typically they are: -~•:2 ess"-edilcated--than -others = ~ . . . r ..e not necessarily in college ..* less urban, less likely to pick up on new social trends - . . . _,iuto- esca sm~ecause-. they=have'-rio iiztellectual_ ~ ~. . . . . ...`.,;~9 ` to 5 ... likely to have goals and aspirations that are more short term; often defined by things they want to buy ... iiore immaturei- in,soiae- c'ases than college kids They're more impressionable to marketing/advertising ... they're more susceptible ~'tre 1666 formed:~intellectually.::more malleable ~ ...iey• .__,_........~ ---vry. _ . -- - ..~ They are somew a n o erant of people who talk down to them How to talk their language...to not be condescending There's lots of stress in their lives because of the absence of long-term goals...nothing to look forward to They need places to meet one another...a place where they can be themselves These kids see themselves.as_arownups They have a tunnel vision of the future because there's no college/greater opportunities to look forward to They're always on the prowl for instant gratification Are we imposing our own values on this target market? For many, the "future" means a party that they~re going to in the next two weeks or a car they're planning on buying in the Fall Cars gives them a sense of freedom Are they mobile or more stationary?...are they transitory? Many can't afford to be mobile 4 R ~~~~ _ ~~V~~~ Ln 1~ (A . ~ W y m ~ ~ copy CO

. The target market really wants to be entertained...escapism is a key part of this Do they have a sense of tradition? There are lots of young people at Rolling Stones concerts They're looking for a sense of community...belonging to something There's a resurgence o# interest in old bands like the Grateful Dead The 70's was seen as the lost decade...many feel that today's music is just image and hype Their interest in the music of the 60's is not just nostalgic How to use a SoundWaves theme of "everything old is new again"...as opposed to the "latest in new music" approach we use now How to be the market leaders of capitalizing on the historic in the music industry How to not exclude new artists when we focus on older bands and their music In our magazine we have bridged the gap between the old and new very well Is there anything about the interest in sex that we can leverage? At nightclubs the three key things that are happening include: ...-music ... drinks ... sex How to address their need to meet people How to leverage a "Ladies Night" event sponsored by SoundWaves ...facilitate the dating process 6 Ln H Ln m m w ~ ~ ~

How to create better employee relations...Soundwaves Hostess Night ... SoundWaves Bartender Night . . Show me how to make more money off the door offer more customized items...a shirt with SoundWaves and the club's name printed on it...develop a VIP card for my club Another problem is that there's too much litter around after everybody leaves I want a jacket What are you doing for me exclusively? Give me napkins I want something for everyone...there's not enough of everything to hand out with the club's name on it There's not enough visibility in the local print ads Do the samplers have to stay for four hours? . There's congestion at the door . How to get away from a human sampler . Samplers are not buying from the bar or from machines . Give me one person/one agency to talk to for the event . They're giving out only menthol cigarettes Ni htclubbin in The Future: Identify What the Exper ence W 1l Be Like . It will be multi-level...it won't be just a club...there will , be many levels (e.g., sports arenas, bedroom area, electronic games ) . • 2,ots of themes...new opportunities . Like a drive-through e erie n~as m=roomsj.":-like the orgasmatron in WoodYAllen's "Sleeper" ~.,.w._:Y...,-..:__-.~......~...w .w. . _.~.. _ .. .__ _ _-__ .._ . ._. . ._.___.~~ .._ _ 16 COPY