Daily Doc: RJR, Apr 14, 1994: Trend Influence Marketing
Daily Doc: Trend Influence Marketing
Title: Trend Marketing Influence Program
RJR, Apr 14, 1994; Corporate Author: KBA
Plaintiff's Beginning Bates No. Mezzina 025273
Plaintiff's Ending Bates No. Mezzina 025305
Fri, 27 Aug 1999
Today's document reveals a new marketing approach by RJ Reynolds called Trend Influence Marketing (TIM). TIM abandoned standard advertising campaigns and instead jumped directly into the arena of trying to "become the trend-maker." Reading this may forever change your perception of where and how advertising exists in your world.
Cool by Association
TIM involved sending trendily-dressed, good-looking models into nightclubs to smoke Camels and hand them out to other club patrons, giving bartenders embroidered leather jackets, paying the club owner to install low-key camel paraphernalia, etc.
This document was a trial exhibit in the Mangini case (Mangini v. R.J. Reynolds Tobacco Company, Civil Case No. 939359). You can read the entire document on the University of San Francisco web site: http://galen.library.ucsf.edu/tobacco/mangini/html/i/082/
CITATION
Title: Trend Marketing Influence Program
Corporate Author: KBA
Date: April 14, 1994
Type of Document: Report
UCSF Beginning Document No. I000658
UCSF Ending Document No. I000690
Plaintiff's Beginning Bates No. Mezzina 025273
Plaintiff's Ending Bates No. Mezzina 025305
Source: Mangini v. R.J. Reynolds Tobacco Company, Civil Case No. 939359
URL: http://galen.library.ucsf.edu/tobacco/mangini/html/i/082/index.html
QUOTES
Introduction
Trend Influence Marketing (T.I.M.)
In today's over-saturated advertising assualt on the mind and senses of a cigarette smoker, it's hard for anyone to make a conscious decision for any product, new or old, repackaged or classic. How do we reach the hardened, twenty-something market-wary consumer?
Shoving products in the face of the consumer is no longer the successful way to infiltrate this market. Today's 'Generation X' consumer is most influenced by what he or she sees in the hands of friends, not by some stiff riding a horse in a magazine advertisement.
Hence the introduction of Trend Influence Marketing.
Trend Setting
Where are some of the most important trends started and who are the people that launch them? The answer is simple: trendy nightclubs and restaurants, hip retail stores, coffee houses and cafe's and the hip patrons that frequent them.
These 'hipsters'' entire social lives revolve around nightclubs, cafes, fashion and music. Every day these trendsetters ride the wave on the crest of cool. These are the people who start the trends. Music and fashion, amongst other trends, are made or broken by these few select people. Camel's goal of Trend Influence Marketing is to attract and convert smokers in the trend-setting urban sceene.
Using TIM, the trend setters we convert to Camel will influence other smokers to try Camel and actually help to build the Camel brand into a lasting trend.
Entering the Trend Setting Market
Camel will be the first cigarette to be strategically introduced into the trend setting arena...Currently, there is no single cigarette brand that people would declare 'hip' or 'trendy.' Marlboro exists at the top in this market because no other brand has seriously tried to knock it off...
Many products have tried to be 'trendy'. One thing to know about trend setting: the minute someone blatantly pushes 'trendy,' it's not. Trend Influence Marketing is underground. For this program to be executed properly, we as a marketing company will appear almost invisible. Nothing that takes place can appear sales-oriented and everything we do will be perceived as cool.
Influencing the Trend Setter
In order to acquire an open ear and to gain the respect of these trend setters, we will speak their language, dress their dress, and walk their walk.... We will project the proper image and approach to influence them. Using our nightclub experience combined with our marketing savvy and our numerous nationwide 'trendy' contacts, we can reach this group with confidence.
This service is brought to you by the American Lung Association of Colorado ( http://www.alacolo.org/) and Smokescreen ( http://www.smokescreen.org)
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Anne Landman, Regional Program Coordinator
American Lung Association of Colorado, West Region Office
Grand Junction, CO
(970) 245-2120
afoxland@gj.net
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