Draft Marketing Plan that seeks to provide initial direction for the implementation of a Marlboro Music program in 1994. Concert sponsorship is thought to be one promotional arm to communicate the "Marlboro Country" theme. Mentions that country music has experienced the largest growth in listeners, buyers, and media exposure than any other music format, and additionally, experienced a positive image change, and thus is the ideal field for Marlboro promotion - particularly as Marlboro is already known as the premier sponsor of country music (gives review of past Marlboro Country Music Tours). Gives a detailed overview of Country music demographics and data in terms of listeners, buyers, labels, clubs, concerts, and sponsorship. Outlines that Marlboro distinguishes itself from other sponsors and is the only sponsor organizing an own tour that is attractive for artists rather than just supporting their already existing tours. Concludes that new sponsors have not been able to replace Marlboro as the number one sponsor for country music who is recognized for taking the music to larger audiences and providing first class production. The 1994 Marlboro Music Tour is supposed to build Marlboro volume, generate names for Marlboro's database among YAMS and YAFS, strengthen its image, co-op retail promotions, maximize national publicity, and position Marlboro as a leaader in the field of Country Music. To achieve these objectives the overall strategy for 1994 is a national tour featuring emerging and legendary country artists and supported by talent competition, dance bar night ptograms, promotional material, and marketing activities. It is mentioned that the Military Tours has important implications for Military Sales and helps reaching a key young male audience.
- Named Person
- Anderson, J.
- Atkins, C.
- Beam, J.
- Berry, J.
- Black, C.
- Brooks, G.
- Brown, M.
- Carey, M.
- Carpenter, M.C.
- Chestnutt, M.
- Clark, G.
- Collins, P.
- Crowell, R.
- Cyrus, W.R.
- Dean, W.
- Diffie, J.
- Dunn, R.
- Ely, J.
- Gill, V.
- Greenwood, M.
- Gregg, R.L.
- Hiatt, J.
- Hill, J.
- Holden, R.
- Hurley, L.M.
- Jackson, A.
- Jackson, M.
- Jennings, W.
- John, E.
- Judd, W.
- Kershaw, S.
- Lawrence, T.
- Ledoux, C.
- Lee, A.
- Lovett, L.
- Mattea, K.
- Mcentire, R.
- Montgomery, J.M.
- Morgan, L.
- Mosser, J.
- Nelson, W.
- Raye, C.
- Shelton, R.V.
- Skaggs, R.
- Skynyrd, L.
- Strait, G.
- Stuart, M.
- Tillis, P.
- Travis, R.
- Tritt, T.
- Tucker, T.
- Twitty, C.
- Walsh, J.
- Wariner, S.
- Williams, H. Jr
- Williams, Lauren S. (PM Scientist)
- Yearwood, T.
- Yoakam, D.
- Brpl, Brand Plan
- Chart, Graph, Table, Maps
- Target Market
- Young adult smokers
- Named Organization
- 2ND Harvest
- 38 Special
- Bama Jam
- Banquet Frozen Food
- Black Velvet
- Brooks Dunn
- Confederate Railroad
- Corporate Contributions Group
- Country America
- Country Magazine
- Country Music Foundation
- Country Music Television
- Damn Yankees
- Diamond Rio
- Dominos Pizza
- Drivin N Cryin
- Frito Lay
- Grand Ole Opry House
- June Jam
- K Mart
- KY Headhunters
- Liberty Records
- Madison Square Garden
- Mark Martin Valvoline Nascar
- Marlboro Music Natl
- Marshall Tucker Band
- MCA, Marketing Corporation of America
- Mercury Records
- Military Sales
- Mittle Tx
- Nashville Convention Center
- Natl Fan Club
- NEW Kids on the Block
- NEW Women Magazine
- Omni Marketing
- Record Bar
- School of Hard Knocks
- Sony Music
- Stouffers Hotel
- Tower Records
- Western + English Trade Assn
- Wild Heart
- advertising activity
- brand image
- event sponsorship
- market segment
- military personnel
- promotional campaign
- public awareness
- public relations
- young adult smoker
- Marlboro (PM)
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MARLBORO MUSIC 1994 MARKETING PLAN
The following provides initial direction for the implementation of a Marlboro Music
program in 1994. The program will represent one of the promotional arms in
support of a more comprehensive platform that will communicate the "Marlboro
In the past three years, Country Music has experienced the largest growth in
terms of listeners, buyers and media exposure than any other musical format.
This growth has outpaced the boom Country Music enjoyed during the "urban
Most Country Music industry leaders credit Country Music Television (CMT) as
having perhaps the greatest impact in the new "look" of Country Music. Critics
and label executives agree that the economic uncertainty of the 90's has turned
people towards the solace of Country Music. It's uncomplicated music made by
accessible stars for people who are dealing with difficult and complicated real life
Furthermore, the songs have changed. For decades a country song included
rowdy working-class every man loving, cheating on or crawling back to strong
women lyrics. Topics were limited to cheating, prison, religion, drinking, trains,
mom and when in doubt the American Flag. Today's songs range from a young
field hand learning about sex from a widowed farm woman in Garth Brook's
recent hit "That Summer" to the male empowered "Better Man" by Clint Black
who ends a relationship by saying "I'm leaving here a better man/knowing you
this way/things I couldn't do before now I think I can/and I'm leaving here a better
Similarly women aren't sitting home crying over their loves and cheating men.
Mary Chapin-Carpenter's songs on her latest album range from the track "He
Thinks He'll Keep Her" about a 36 year old mother of three who's been so taken
for granted by her husband that she packs his bags one day and tells him "I don't
love you anymore" without any regard for the future to an irreverent fantasy of
winning the lottery and having two of her favorite country stars Dwight Yoakam
and Lyle Lovett fighting over her in the song "I feel Lucky". There is also sassy
Lorrie Morgan who tells her cheating man "If you think I won't go, just watch me".
Her most recent hit, "What Part of No Don't You Understand?" is indicative of the
attitude most women take with them to the Country Dance Clubs these days...as
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Lorrie says in the song "I am not interested in romance or what you have in
Today's country artists are younger, better looking and better educated than their
predecessors. They are more likely to have graduated from an Ivy League
school than a prison cell or the School of Hard Knocks. According to several
prominent sources in the music industry, the future for Country Music continues
to be very promising. The audience is getting younger and many exciting young
acts are coming on the scene. The picture has improved in Nashville because
the record labels have been able to develop new artists, and country radio has
been willing to play them. The media is now focusing more attention on Country
Music and the artists due to increasing popularity. All this means good news for
Marlboro as the premier sponsor in a growing industry.
Marlboro was one of the first national sponsors of Country Music. Among the
industry and several members of the media, Marlboro is still considered the
premier sponsor of Country Music and is credited by many as the catalyst for the
expansion of Country Music. Although Marlboro has been visibly absent from the
scene since 1989, the reputation of quality and integrity remains intact.
Marlboro Country Music past tours were recognized as the premier Country
Music tour in the United States. 1993 marked the eleventh year of Marlboro
Music, which evolved from a two market test program in 1983, a 17 city national
tour in 1987 and presently leveraging its music equity at five state fairs. `It is
important to note that the core program remains the same as it was in 1983, by
keeping top artists on the bill and intensifying the publicity aspects of the
The Marlboro Country Music Tour evolved as an extension of the Marlboro
Country Advertising Campaign, and helped to fill a void in Marlboro's promotional
plan. At that time, the only promotion supporting Marlboro was the Marlboro Cup
at Belmont Park. Simultaneously, there was also a void in the area of Corporate
sponsorships in Country Music. This ensured Marlboro a dominant presence in a
In addition to being the dominant corporate sponsor, Marlboro provided a
program which was unique within the music industry because it offered
spectators a variety of features: A Talent Roundup competition, multiple
headliner format, state-of-the-art production technology and low ticket prices.
1992 CONCERT TOUR
Marlboro Music just passed another milestone with the culmination of its tenth c
year of sponsorship of Country Music. The 1992 Marlboro Music program ~
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featured stellar entertainment at five of the nations largest state fairs and
concerts at ten U.S. military installations.
The past year saw Marlboro Music enter a new dimension of Country Music with
successful sponsorship of major concerts at five of the nation's largest and most
prestigious state fairs -- Indiana, Michigan, Oklahoma, Virginia, and Texas -- with
artists including Ricky Van Shelton, Vince GiII, Brooks and Dunn (Ronnie Dunn, a
Marlboro Music Talent Roundup national winner), Rodney Crowell, Ricky
Skaggs, and Pam Tillis.
In the past ten years, with state-of-the-art production and the biggest names in
the business, Marlboro Music has gained recognition among industry leaders as
THE premier sponsor in the field of Country Music.
Since 1982, Marlboro has claimed many industry "firsts". Eleven years ago,
Marlboro Music brought together many of the biggest names in Country Music for
arena shows. Names like The Judds, Ricky Van Shelton, Waylon Jennings,
Kathy Mattea, Alabama and Randy Travis are all veterans of Marlboro Music's
arena Tours. Marlboro Music concerts were the first in Country Music to use
video projection to augment spectacular sound and lights.
Working with the prestigious Country Music Foundation, Marlboro Music
conceived and produced critically acclaimed festivals that brought to a market
more than a week's worth of concerts, club performances and interactive
workshops with instrumentalists like Chet Atkins and Albert Lee and songwriters
such as Guy Clark, John Hiatt and Lyle Lovett.
For the fourth year, 1992 saw Marlboro Music concerts on military bases across
the United States. The Marshall Tucker Band, Lynyrd Skynyrd, and the Kentucky
Headhunters were among the artists who played to tens of thousands of
American servicemen and women and their families with the proceeds of the
concerts benefiting the Morale, Welfare and Recreation Fund on each military
From concerts at Madison Square Garden to our military base at Guantanamo
Bay, Cuba, to the State Fair of Texas, Marlboro Music sponsorship is
synonymous with top quality, first class entertainment in demand by audiences
across the United States and beyond.
CURRENT PROGRAM REVIEW
The 1993 program combines a variety of elements, and consists of a five city
State Fair tour featuring top names in Country Music geared towards a young
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1993 Marlboro Music State Fair Tour
r t i ...... .
State Fair of Virginia 10/1 Alabama
Mid South Fair 10/2 Brooks and Dunn
Greater Jacksonville Agricultural Fair 10/21 Mark Chesnutt
Rick L nn Gre
Alabama State Fair 10/22 Mark Chesnutt
Rick L nn Gre
Louisiana State Fair 10/24 Mark Chesnutt
Rick L nn Gre
One of the most successful elements of the program, was the partnership
achieved with each State Fair. Sponsorship rights at each venue consist of on-
site exhibit space, signage placements, rights to sell product and generate fresh
names for the database throughout the run of the State Fair.
Each State Fair is also responsible for concert production (i.e. staging, lights,
sound and labor). Marlboro is granted all of the above for just providing top
quality entertainment. Marlboro also determines if the concert will be ticketed,
ticket price or free to the public.
The 1993 tour will once again return to military bases across the country.
Through a joint effort with Military Sales, we have identified six key markets
where Marlboro Music will feature top legendary rock/pop artists.
1993 Marlboro Music Military Tour
Dates < 'Falent
Norfolk, VA f Little Creek Sub Base
Columbia, SC E Ft. Jackson 8/15 2 Damn Yankees
Pensacola, FL I Pensacola Naval Air 8/20 ~ 38 Special
I Station ~ Joe Walsh
Manhattan, KS ; Ft. Riley ~ 8/22 Damn Yankees
~ 38 S ecial
Jacksonville, NC* ` Camp Lejeune ~ 8/28 Lynyrd Skynyrd
i ~ Damn Yankees
~ Joe Walsh
~ Drivin 'n Cr in
Dover, DE Dover AFB
~ 8/29 Lynyrd Skynyrd
~ Drivin 'n Cr in
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One of the most exciting elements of this year's tour is the satellite feed of the
Camp Lejeune concert to twenty additional bases giving Marlboro a total reach of
twenty-six military installations across the country.
Military Sales will conduct bar night activities at each location consisting of name
generation and raffling off an electric guitar autographed by the artists on the
Community Event Marketing has provided Military Sales with incentives in order
to execute a two-pack retail tie-in at all twenty-six bases. This element creates
an advertising and promotional vehicle for Marlboro on base among a young
adult male audience.
Marlboro Music continues to enjoy the position of being able to attract the top
talent in both Country and Rock. In addition to the concert performances, the
artists are also spokespeople for Marlboro, so it is important to include artists
who are appealing to the press, and who are genuinely supportive of the tour.
Each of these features help to maximize national media coverage and to broaden
the scope of Marlboro's sponsorship.
COUNTRY MUSIC DEMOGRAPHICS
Research has been conducted to measure who is listening to Country Music and
to define the audience demographically as well as psycho-graphically: -
Traditionalist - Country to the core. Age range is 21-50, but their artist
preference is narrow. Artists they will listen to include Conway Twitty,
Ricky Skaggs and Randy Travis. Geographically these listeners are
concentrated in areas from Canada through the Midwest into the
Tennessee and Ohio Valley. Few to none reside in the Northeast or
West Coast. This group represents about 25% of the Country listening
market, but only 15% of album sales. They purchase cassettes to
CD's 5 to 1.
Transition 30's - Includes people in their early 20's to early 40's who
listen to country as their primary entertainment. This audience grew up
not listening to country and now prefer it to other formats. They like it
because its understandable and is more in sync with their values and
passage through life. This group comprises 45% of the country market
population, but it buys 55% of the product. These consumers have an
aversion to older country product which they perceive to be of poorer
quality. They buy a mix of new artists and traditionalists. They watch
some TNN and CMT video shows, but religiously watch the award
shows. Most listen to three radio stations of which 2 are country. This
group is nationwide.
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Country Convert - This is the fastest growing segment. These
consumers listen to country but also look for artists like Elton John and
Phil Collins. This group accounts for 30% of the country-oriented
population and buys about 30% of the product. They are likely to buy
Wynonna Judd, the Bodyguard soundtrack and Phil Collins at the
same time. This segment is mid 20's to late 40's and predominantly in
their 30's. This is the market that has expanded country Music to the
Northern and Western corridors.
The convert market is more likely to buy based on artist and not format and their
tastes will change rapidly. The transition 30's will buy based on artist and format
and will probably stick with it once they buy. The traditionalist is very selective
about their purchase, but intensely loyal and once you've hit, you're theirs for life.
Overall, CMT viewers buy an average of seven country albums per year which
record labels categorize as an active consumer. Videos play a role in which
albums they buy. 48% of 21-34 year oids are enjoying Country Music more this
year than last year. 41 % of 35-49 year oids are enjoying Country Music more
this year than last year.
Radio compositions showed growth among 21-34 listeners and a noticeable
decrease in the 35-54 year old grouping. Female listeners' time spent listening
was down while male listener totals were up.
More ecology-minded adults listen to country radio than other formats. These
people consider themselves to be active in recycling and promote banriing
products that are perceived to be bad for the environment. Over a five day cume,
an audience of 17,379,000 country radio listeners considered themselves to be
In one week country radio reached 11,528,000 adults who consider themselves
to be brand loyal, more than any other radio format listener.
WHO IS BUYING COUNTRY MUSIC AND WHERE?
As reported in a recent Billboard magazine article, Country Music product sales
increased from a share of 12.5% of total product purchased in 1991 to 16.5% in
1992. Rock music purchases dropped from a 1991 share of 36.3% to 33.2% in
1992. its important to note that Country Music's share almost doubled since its
1990 share of 8.8%.
Overall, each of the labels queried believed that most of their sales are generated
nationally in only three retail stores and through Walmart and K-Mart stores
which receive their product from Western Merchandisers. They list Musicland as
number one, Superclub which includes Record Bar and Turtles second and then
Camelot Stores as their top sellers. Unilaterally they felt that Tower Records sold
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very little country product and have been uncooperative in the past with the
Nashville labels and too expensive. Record stores comprise 62.1 % of the sales,
other stores 22.8%, tape and record clubs 10.6% and mail order 4%.
Country product is sent to retailers on consignment. Promotions and end aisle
displays are planned well in advance for the label, however, which artists product
goes on display can change up to the day the displays are set up. This gives the
record labels a lot of flexibility in changing release dates on albums and holding
off on product that doesn't seem to be getting a good reception on radio or on the
video channels. If product is sent to retail and is returned, it typically signals the
end of the album's promotional life and the label will pull support or change
Despite the growth of Country Music nationally, each record label marketing team
gears a good deal of their promotional campaign to appeal to Texas. The old
axiom in Country Music still holds true today...to break in Country Music, you've
got to sell in Texas.
COUNTRY MUSIC DANCING AND MERCHANDISE
Dance has always been a part of the Country Music experience ranging from the
honky tonks and dance halls of Texas and the Southwest to the barn dances in
the Midwest and Southeast. Today we're talking about more than two-stepping
and cotton eyed Joe dancing. In the past two years the number of Country Music
dance club has increased 60% to number over 1,200. More than 500 of these
clubs have a capacity of 1,000 or more.
The concept of incorporating dance into Country Music is not new. However, it
took on greater significance in 1992 when Mercury Records met to determine
how to launch Billy Ray Cyrus and his first single "Achy Breaky Heart" and Arista
Records was looking for a new angle to promote Brooks and Dunn's next single
"Boot Scootin' Boogie". Both record labels decided to take it to the dance club
before releasing a copy to country radio. Both labels had plans to create a
special dance and a contest tie-in. Arista remixed the Brooks and Dunn single to
include a disco extended play version of the song to send out with their contest.
When Arista executives got wind of the plans for Billy Ray Cyrus, they dropped
their contest and released the first dance remix to the clubs. Mercury went
ahead with plans to teach the Achy Breaky dance and hold local dance contests
to promote the song. These promotions launched the artists careers and
propelled them into superstardom on their debut albums. A precedent had been
set and since then almost every artist has released at least one remixed song to
the country dance club along with their videos which show people doing a dance
step either created or specially selected for the song.
Nashville record company executives now include country dance clubs in all
marketing campaigns in much the same way as their New York and Los Angeles
counterparts do for their Pop and Rock promotions.
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The popularity of dance clubs prompted CMT to create a Saturday Night
programming look of dance-oriented videos called the CMT Saturday Night
Dance Ranch. TNN has been broadcasting the dance show club dance for
several years. This show is so popular that TNN has added a second dance
show called Dancin' at the Hot Spots. Dancer Rebecca Holden and her co-host
James Hill go on location to the hottest country dance clubs nationwide. They
also demonstrate some of the newest and hottest dances in each of the clubs.
All of this has spurned a new and growing market for instructional dance videos.
TNN already offers an instructional home video from its Club Dance Show
featuring the fundamentals of Country Dance, the Two Step and the Waltz. Club
Dance Series II will feature the East Coast Swing and the Triple Play. The
lessons are given by award-winning dancers who are joined by some of the Club
Choreographer Melanie Greenwood, creator of the Achy Breaky dance, has a
new instructional video series entitled Country Gold Dance Instruction. Giant
Record's artist Libby Hurley host the series and teaches the steps to dance
created for songs by Brooks and Dunn, Collin Raye, Chris LeDoux, Steve
Wariner and Libby herself.
Another very successful series is sold on TNN and CMT entitled Country Dancin'
USA. This company has recently launched a new magazine that's country which
includes tips on clothing and accessories for the dance club lifestyle.
Country Music fans have always been avid consumers of artist's promofional
merchandise. The Country Music industry grosses $3 Billion in merchandise
sales according to Winterland. In 1991, Winferland sold $1 Million in
merchandise at Country concerts. In 1992 that figure jumped to $12 million. The
reason for such a dramatic increase included signing more country artists who
were achieving success faster than ever and the fact that retailers Penney's,
Walmart, Target and K-Mart started selling country artist's T-Shirts in their stores.
Penney's carries a variety of country artist's T-Shirts in 300 store nationally and
Garth Brooks product in 1,400 stores. When MCA recording artist Marty Brown
started his tour of Walmarts in the South and Southeast he was drawing
hundreds of fans who wanted to buy his merchandise on the spot.
Country fans are so loyal that the Country Music Association believed in the
potential for a National Fan Club offering members merchandise and discounted
cassettes, CD's and videos. The CMA licensed its name to Omni Marketing
systems of Detroit. Omni utilizes Fantrac, a direct marketing system which
solicits members from names acquired from various Country Music publications.
Omni used Fantrac in 1988 for the superstar group New Kids on the Block which
is recognized as the most successful Fan Club in the entertainment industry. All
country artist utilize a Fan Club to send out newsletters, advance announcements
of their tour schedules and offer discounted merchandise through direct mail as
well as to include other items of interest to their fans. Country artists have
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always been dedicated to their fans and this is never more clear than during the
Annual Fan Fair event in Nashville. This event has become so popular that the
State Fairgrounds can no longer accommodate the number of fans that want to
attend. The fairgrounds has a capacity of 24,000. In 1992, another event called
Fan Jam was created and takes place the third week of May in Dallas. The
facility can accommodate over 50,000.
Beyond T-Shirts, country artists are walking advertisements for Western apparel.
In order to fit in at country dance clubs, new customers are hitting the stores
looking for the boots, shirts and hats worn by the popular artists.
The Western and English Trade Market Association reported an upswing in
overall sales with some stores showing increases of 33%. They attribute this
growth to the popularity of country dance halls. In addition, they believe that
when the economy becomes shaky, people return to their roots and country roots
are in Western wear. The biggest selling items are boots and hats and after that
brightly colored Western shirts.
LIVE CONCERTS AND NATIONAL TOURING
Country artists tour more often and consistently than any other genre of music.
Unlike Rock or Pop, a country artist will release one new album every year and
sometimes they will also release a greatest hit or Christmas album as well. In
order to promote their product, they tour up to 300 days a year. Country shows
take place primarily Thursday through Sunday. Monday and Tuesday are travel
days and in the South Wednesdays is still considered Church night.
In 1992, touring revenues for the top 12 country acts grossed $84 million, a 60%
increase since 1990. These acts played to nearly 5 million people nationwide
over the course of 7 months.
Each year talent buyers converge on Nashville during the week of the CMA
Awards show to attend an entertainment buyers convention at Nashville
Convention Center and Stouffer's Hotel. During this week 80-90% of all country
tours and booked for the following year. Due to the proliferation of amphitheaters
who have started a weekly country concert series, a number of dates are held a
year in advance for these venues.
Younger acts who had a successful first album, like Sammy Kershaw or Tracy
Lawrence begin headlining in clubs with a capacity of 500-3,000 throughout the
year. As they move up to playing small theaters or appearing on a packaged
arena tour, their schedule shifts to the "live touring season". This season begins
in April with theaters and some arena shows, moves into State Fairs, Festivals
and Amphitheaters June through September and then back to theaters and
arenas in late September and October. Some artists will stay out performing in
arenas through mid-November. Very few artists tour from November through
March unless it is at the club level.
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Country artists have always started out making more money per concert than
their rock counterparts. Many say this is to cover the cost of their tour bus and
fancy stage cloths. However, fewer country artists rise to the superstar status of
Michael Jackson or Mariah Carey as quickly.
This year's amphitheater and arena headliners include:
Clint Black co headlining with Wynonna Judd
Billy Ray Cyrus
Hank Williams, Jr.
Brooks and Dunn
Headlining in theaters with a capacity of 1,500-3,000:
- Lorrie Morgan
- Marty Stuart
- Mary Chapin-Carpenter
- Vince Gill
- Tracy Lawrence
- Sammy Kershaw
- John Anderson
Headlining in clubs with large capacities:
- Ricky Lynn Gregg
- John Michael Montgomery
- Joe Diffie
- Billy Dean
- Confederate Railroad
CORPORATE SPONSOR OF COUNTRY_MUSIC
The difference between Marlboro and other sponsors is the fact that Marlboro
created events that artists wanted to be a part of and virtually all other sponsors
have only attached their name and product to an existing tour by a singular artist
or touring package. No other sponsor in Country Music has taken the time to find
out what benefits the industry and the consumer and still achieve the sponsor's
goals and objectives.