Emphasizes that Marlboro Music has been an effective promotional vehicle since 1982 that strongly supports the brand's country and western image and leadership position and that helps reaching a large number of consumers as well as key markets - particularly since Country Music has broadened in its appeal extending its reach to a younger urban audience. Stresses that the milestone of the 10th anniversary of Marlboro Music is an opportunity to preserve its leadership in the country music sponsorship and to communicate its unique brand image. Mentions that key components, the Talent Round-Up and the Military Tour, will be continued. Additionally, a larger five-market concert tour to reach audiences of 15,000+ and a 10th anniversary special concert will be organized. Strategy and steps for these components are outlined in detail. Stresses the importance of the Marlboro Music Tours for the military sales as it is the only advertising and promotional program for Marlboro that is allowed on military bases. Detailed cost calculations for all components are attached.
- Named Person
- Black, C.
- Brooks, G.
- Jackson, A.
- Judd, W.
- Lovett, L.
- Mattea, K.
- Travis, R.
- Brpl, Brand Plan
- Budget, Budget Review
- Chart, Graph, Table, Maps
- Target Market
- Young adult smokers
- Named Organization
- Brooks Dunn
- KY Headhunters
- Military Sales
- #18526 (event sponsorship)
- marketing strategy
- advertising activity
- brand image
- young adult smoker
- military personnel
- promotional campaign
- Marlboro (PM)
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1992 MARKETING PI1~N
For ten years, Marlboro Music has been an effective
promotional vehicle which strongly supports the Brand's
country/western imagery, heritage, and leadership position
while reaching large numbers of consumers with a unique and
proprietary Marlboro message.
The program also offers the flexibility to reach key
Marlboro markets as determined by brand criteria. This is a
unique attribute as many programs do not have the same
degree of market flexibility. With on-site visibility,
retail support, public relations, and advertising, Marlboro
Music supports the brand through proprietary vehicles
designed to impact the business.
Today, country music has broadened both musically and in its
audience appeal. New artists such as Garth Brooks, Clint
Black, Lyle Lovett, and the Kentucky Headhunters are
extending the music's reach to a younger urban audience.
The country format is now the second most popular radio
format across the U.S. and country artists continue to
cross-over to the music industry's "pop" charts.
Since its inception in 1983, Marlboro Music has been country
music's premier sponsor. From the seven years of arena
tours to the introduction of the "festival" concept in 1989,
Marlboro has had a significant impact on country music and
However, today, with the music's growing audience, other
sponsors have entered the field including Budweiser, Miller,
and GMC Trucks. With this, it is key that in 1992 Marlboro
insures its leadership position.
Next year, 1992, Marlboro Music will celebrate its 10th
Anniversary. This milestone provides a platform and theme
for the 1992 program. Over the last ten years, Marlboro
(Country) Music has presented the premier talent in the
country music industry in cities across the country. From
Alabama, Randy Travis, and The Judds to Kathy Mattea, Lyle
Lovett, Alan Jackson, and The Kentucky Headhunters, Marlboro
has been a leader in showcasing the best in country music.
The 10th Anniversary platform will reinforce Marlboro's
commitment to and leadership role in country music, and its
long term affiliation with the top names in the industry.
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The 1992 Marlboro Music program continues to support two
existing program components -- the Talent Round-Up and the
Military Tour. The plan incorporates significant
suggestions and improvements to maximize the impact and
effectiveness of these programs.
The plan also introduces a larger five-market concert tour
concept designed to reach audiences of 15,000+ to restore
the luster of the program's initial arena concert concept.
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The Marlboro Music tour will include five concerts presented
free to consumers. Sites for the concerts will be a mix of
state fairs, city sponsored festivals, and city parks, to
provide audiences of 15,000+. The artist roster will be a
multiple headline bill of artists who have appeared on the
tour over the last ten years. However, all artists will be
chosen based on their current stature and audience appeal to
insure the concerts have an exciting edge. For example, one
package could include W nonna Judd on her first solo tour,
The Kentucky Headhunters ana roo s unn. ~
The production of the tour would be incorporated into the
military tour to realize cost efficiency (i.e. the consumer
concerts would be routed with the military dates).
The Marlboro Music tour will reach large on-site audiences,
provide a unique proprietary Marlboro promotion, and restore
the "big event" element to the overall program without the
big event expenses.
The Talent Round-Up has been a key element of the Marlboro
Music program since its inception. The program offers a
grassroots element that provides strong community
involvement over an extended period of time. The national
finals provide the overlay of a prestigious, national
program which reinforces Marlboro's premier sponsor position
in the music community.
' Reduce the number of markets from eleven to eight
to reduce costs without affecting national
stature of program.
° Reduce the number of semi-final competitions in
each market from three to two to both reduce
costs and to help insure a higher caliber of
contestants each night.
Hold both semi-finals and finals in a one-week
Increase advertising support to include ads for
competition nights as well as "call for entry"
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Through a joint effort with Military Sales, Marlboro Music
has successfully presented concerts on Military bases since
1989. The concerts provide the only advertising and promo-
tional programs for Marlboro allowed on bases. Also, the
program enables military sales to work with high ranking
military officials in all branches of the service. The
program has been well received by the armed services and has
been held as the "gold standard" for sponsored events in the
military. In 1991, the program was expanded from ten to
twenty-four concerts to celebrate the troops homecoming,
extending the program to bases that had major deployments.
' Reduce the number of outdoor concerts to the
original ten concerts.
' Kick-off the series with a July 4 concert
featuring bigger name talent to increase national
° Reduce the number of promotional items
distributed at each event from 3,000 to 1,000.
' Incorporate six indoor shows in 3-4,000 capacity
base sites in the Fall. These concerts will be
held on bases that can not support the large
outdoor shows. Both the production and talent
line-up will be scaled down for the smaller
Markets for all programs will be finalized when program
elements are confirmed to allow cost-effective routing. All
markets will be selected from Brand's key share development
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10th ANNIVERSARY CONCERT - SPECIAL EVENT
The 10th Anniversary of Marlboro Music provides an
opportunity for a major kick-off concert event similar to
Woodstock or Live Aid featuring artists who have appeared on
the program over the last ten years. The concert would be
held at a major outdoor facility (15,000+). The event
provides major P.R. opportunities and the ability to
reinforce Marlboro's leadership position as a sponsor of
country music. The concert would also be taped for use as a
promotion cassette in 1993. This will provide additional
continuity for the program and a unique promotional vehicle
for the brand.
A list of artists who have performed over the last ten years
Estimated cost: Minimum $1,000,000
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Element 1991 1992
Artist Fees 760,000 625,000
CMF Fee 75,000
Promoter Fee 63,000 45,000
Production Costs 258,000
Production Fee 24,000
P.R. Affiliate Fees 120,000 33,000
P.R. Affiliate Expenses 75,000 25,000
Media Day Expenses 20,000 5,000
Advertising 100,000 100,000
Sampling Company 100,000
POS * 50,000
* included in
"Common to All Elements"
The budget includes five multiple headliner concert events with a
talent budget of $125,000 per concert. Production costs do not
include staging, lights, or sound, as these are included in the
military tour production budget.
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Element 1990 1991 1992 Variance
Artist Fees 500,000 1,150,000 790,000 (360,000)
Promoter Fees 75,000 198,000 144,000 ( 54,000)
Production Expenses 500,00 1,104,000 580,000 (524,000)
Production Fee 40,000 105,600 76,500 ( 29,100)
Advertising 20,000 48,000 45,000 ( 3,000)
Media Days 25,000 20,000 18,000 ( 2,000)
Affiliate Fees 55,000 132,000 105,600 ( 26,400)
Affiliate Expenses 75,000 154,000 118,400 ( 35,600)
Consumer Incentives * 216,000 40,000 (176,000)
Set Design Production 10,000 5,000 30,000 25,000
POS * * 90,000 90,000
$1,300,000 $3,123,600 $2,037,500 ($1,095,100)
* Included in "Common
To All Elements" budget.
The budget reflects a reduction from twenty-four outdoor concerts
to ten outdoor concerts plus six indoor concerts. The talent
budget for outdoor U.S. concerts has been increased from $50,000
to $60,000 per concert to reflect industry costs and includes a
$40,000 supplement for either a July 4th kick-off of Labor Day
finale. The talent budget for indoor shows is $25,000 per event.
Supplier fees have been increased 5%.
Consumer incentives have been reduced from 3,000 items to 1,000
items per concert.
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Element 1991 1992 Variance
Producer Fee 126,500 90,000 ( 36,500)
Production Expenses 787,000 570,000 (217,000)
Affiliate Fees 48,000 60,000 12,000
Affiliate Expenses 60,000 60,000 -
POS * 90,000 90,000
Advertising 110,000 120,000 10,000
$1,131,500 $990,000 ($141,500)
* included in "Common
To All Elements" budget
The TRU program includes eight markets and a national final. All
fees/expenses have been reduced or unchanged to reflect a
reduction in the number of markets, the number of semi-finals from
3 to 2, and incorporating all events in one-week.
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ELEMENTS COMMON TO ALL PROJECTS
Element 1991 1992 $ Variance
Staffing Fees 70,000 90,000 20,000
Staffing Expenses 20,000 30,000 10,000
Soundata 15,000 ( 15,000)
CMA Membership/Trade Ads 15,000 20,000 5,000
Media Training 10,000 10,000
Leo Burnett 250,000 250,000
Posters/Flyers/Brochures 360,000 * (360,000)
Samples 100,000 50,000 ( 50,000)
Press Kits/Materials 100,000 50,000 ( 50,000)
Promotional Materials 150,000 125,000 ( 25,000)
$1,090,000 $625,000 ($465,000)
include a 6% increase for full-time
a full-time PR staff person.
* included in individual program budgets
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Element 1991 1992 Variance
Festival/Concerts 1,323,000 1,165,000 ( 158,000)
Talent Round-Up 1,131,500 990,000 ( 41,500)
Military Tour 3,132,600 2,037,500 (1,095,100)
Misc. All Projects 1,090,000 625,000 ( 465,000)
$6,677,100 $4,817,500 ($1,759,600)
Funding 1991 1992 Variance
MM Budget 3,800,000 3,567,500 (232,500)
Military Sales 1,850,000 1,250,000 (600,000)
Add'1 Funding Mil. 850,000 (850,000)
Credit Equip. Sales
$6,670,000 $4,817,500 ($1,852,500)