Cross-Platform Overview: Marketing & Branding Project Elements and Macro-trends
Delve into the detailed project elements of a marketing and branding initiative presented by Martin Scorsese in New York in 2002. Explore TV series, radio series, a website, companion book, concerts, and more. Understand landscape macro-trends such as redefining the good life and consumers' desire for authenticity and connection.
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CROSS-PLATFORM OVERVIEW MARKETING & BRANDING Martin Scorsese Presents New York, November 19-20, 2002 WGBH Presented by: Anne Zeiser
Project Elements TV Series-7 part (PBS) (Martin Scorsese) Radio Series-13 part (PRI) Web Site (pbs.org/theblues/) Companion Book (HarperCollins) Concert (Radio City Music Hall) Concert Film (Antoine Fuqua) Music CDs, home video (Sony/Universal) 3
Project Elements On the Road grassroots tour Film, music, and cultural festivals Year of the Blues (YOTB) The Blues Foundation Yearoftheblues.com Museum Exhibit (EMP) Educational Outreach (high schools) International disribution 4
LANDSCAPE MACROTRENDS
Redefining the Good Life (Yankelovich, 2001) Consumers are reassessing their lives - most concerned with substance Want to spend leisure time engaging in quality/worthwhile activities Have high standards 84% expect highest level of customer service on goods and services purchased 6
Desire for Authenticity & Connection (Yankelovich, 2001) Consumers are frustrated with institutions failure to deliver promises 52% reported anti-aging products, diet/weight loss programs, and trendy restaurants as overrated Expressing return to true self attitude 52% feel no one knows the real them No longer feel pressure to live up to dot.comer image 7
Desire for Authenticity & Connection (Yankelovich, 2001) Renewed sensitivity to family and friends 76% reported desire to stay in touch with family and friends 63% wish to be more involved in community 55% of 50-64 year-olds reported meaningful conversations at least once/week 8
Desire for Authenticity & Connection (Yankelovich, 2001) More concerned with quality of relationships than own social status Few feel personal beliefs and values are shared by most Americans 66% want to know people who share similar values 9
Attitudes Toward Leisure Time & Media (Yankelovich, 2001) Most would rather spend free time doing activities they enjoy vs. resting or relaxing 45% of 50-64 year-olds enjoyed active participation activities 63% agreed they prefer spending my money on experiences that will enrich my life 10
Attitudes Toward Leisure Time & Media (Yankelovich, 2001) Feel TV has become dull (50-64 year-olds) 65% report TV is less interesting today than it used to be 85% are looking to media to learn something new Feel violence is too prevalent 85% are concerned about it in TV, movies, and lyrics 11
BLUES MICROTRENDS
Blues Loyalists (Simmons, 10/00 to 9/01) Primary: Purchasers of records/discs/tapes of Blues recordings in past year; loyalists are predictors of concert-going, etc. (purchasers are 10X larger group than listeners) Secondary: Blues radio listeners 13
Blues Loyalists (Simmons, 10/00 to 9/01) Gender 59% female; 41% male (52% female; 48% male of radio listeners) Age 27% - 35 - 44 (23% of radio listeners) 26% - 25 34 (38% of listeners) 22% - 45 54 (20% of listeners) 13% - 18 24 (11% of listeners) 8% - 55 64 (8% of listeners) 4% - 65+ (5% of listeners) 14
Blues Loyalists (Simmons, 10/00 to 9/01) Geography 21% - Southeast (31% of radio listeners) 17% - Pacific (20% of listeners) 16% - West Central (4% of listeners) 12% - Mid-Atlantic (12% of listeners) 10% - Southwest (7% of listeners) 10% - East Central (6% of listeners) 3% - New England (4% of listeners) 15
Blues Loyalists (MRI, 2001) Ethnicity 80+% of those who purchased blues CDs in the previous year were Caucasian Music participation Indices are high for playing instruments, attending music performances 16
Strengths/Opportunities Project s POV that the blues influenced all music broadens target audience and appeal First comprehensive cross-platform media project on the blues offers significant potential reach and impact Top-notch pedigree associated with project (film & media producers, ancillary publishers, financiers, partners, corporate sponsor) 18
Strengths/Opportunities Year-long lead time allows project to reach cult-like music and film fans and build buzz Seven films can create living room film festival signals major TV event Project gives back; commitment to artists and cultural preservation Music communicates and unifies The blues are inherently hot; a project whose time has come to revitalize 19
Weaknesses/Challenges Complex project requires clear vision, positioning, coordination, and timing Directors approaches are individualized; need connective tissue to create whole Unusual configuration for television: 90 mins 7 nights of content presents reviewing, viewing, and scheduling issues Will be compared to Jazz; needs differentiation and focused messaging 20
Weaknesses/Challenges Launching in Fall against new TV series and baseball s World Series Assumption that the blues is a niche requires broadened appeal to ensure accessibility Sales for the genre are down and few blues icons are alive and serving as spokespeople Chasm between blues African American roots and current white listenership needs to be breached 21
THE BLUES AUDIENCE Demographics
The Blues Target Audiences Public Influencers Music lovers Musicians Film buffs The press Capitol Hill PBS core PBS system Public radio s core VW drivers Car dealers African Americans Teachers HS & college students 23
Core Blues Audience Profile (MRI, 2001 and Simmons, 2000 and 2001) Gender - approximately evenly split Age - preponderance (72%) is between 25-54; 27.5% are 35-44 Ethnicity - 80% Caucasian; also resonates with ethnic audiences Geography - spikes in Southeast, Pacific, West Central, Midatlantic 24
Core Blues Audience Profile (BMA and NARM, Soundata/Soundscan; Kitchen Group 2002) Education - More than half (52%) have college degrees Income - Median income is $54K; nearly $15K above national median HH income Blues affinity - Almost half (48%) of general music consumers like or strongly like blues music 25
Core Blues Audience Profile (BMA and NARM, Soundata/Soundscan; Kitchen Group 2002) Music Participation Blues Loyalists index high for playing instruments, attending music performances, and listening to jazz and classic rock Almost 3/4s (72%) purchased 10+ CDs/year Of the 75% attending live performances, the average # of performances/year is 6.1 (younger-bars/clubs; older-festivals/concerts) 26
Active Engaged Citizens (PBS, 2001 Segmentation Study) Represent wide age range; most likely to be Baby Boomers Higher than average education and income 27
Active Engaged Citizens Demographics Boomers Professionals Retired Higher Income Urban College Educated Smaller Families 26
THE BLUES AUDIENCE Psychographics
Core Blues Audience Psychographic Profile Music lover, player, and goer Sees music as a universal language Values authenticity Seeks active and enriching experiences to share with others Community connected Seeks quality media content 30
Active Engaged Citizens (PBS, 2001 Segmentation Study) High social/cultural involvement; high civic/political involvement Likely to donate to social and cultural institutions Has optimistic, confident, enlightened attitude toward life 31
Active Engaged Citizens Active In All Kinds of Things. You Name It, They Do It. DIY Dance Books Fishing Movies Classes Museum Theatre Music Art Galleries Entertaining Block Parties Golf Tennis Theme park Zoo Skiing Public library Travel 23
Active Engaged Citizens Involved & Supportive of Community & Political Interests Wrote letter to editor Went to political meeting Donated to a museum/art gallery Contacted public official Voted Donated to PBS Donated to political party Donated to education Donated to the arts Worked for a cause Donated to public radio Volunteered Average total donations, $1707/year Contributed to community project 24
Active Engaged Citizens (PBS, 2001 Segmentation Study) Discerning viewers; like TV with depth that stimulates brain, including docs, news and social dramas Likely to engage with PBS 34
Active Engaged Citizens Discerning In Their Choices. Prefer Smart Options. Travel Shows rtcover_1231 503 History Shows Nature Shows Current Issues 28
Active Engaged Citizens Most Engaged With PBS Mystery 29
Project Goals Celebrate and increase appreciation of the blues profound influence on music and culture Capture the essence and cultural impact of this genre through artists music and stories Inspire audiences to explore their own personal relationships with the blues 38
Project Objectives Promote audience engagement with project s cross-platform elements: 35 million people Raise media project awareness with key audiences: 1/2 billion media impressions Spawn national dialogue and engagement and create lasting cultural impact on the blues: 50 events reaching 1 million influencers; qualitative measures of buzz and impact 39
PROJECT BRANDING & POSITIONING
The Blues Brand Persona The Explorer Learns what s valuable by discovering new things Challenges audiences to do new things and in so doing, to learn about themselves 41
The Blues Explorer Brand Pillars Authentic, honest, gritty Personal, human Pioneering, self-discovery Free-spirited, freeing Life-affirming Passionate, emotional, and inspirational Culturally-relevant, compelling, thoughtful Contemporary POV; new experiences 42
The Blues Brand Essence The Blues is my celebration and journey. This influential music genre reflects the human experience; its power helps me feel my connection to humanity and American culture. Brand Essence Definition: Encapsulates how an audience should connect with and feel about the brand...its heart, soul, spirit Relates to the brand s uniqueness to deeply rooted human needs 43
Positioning Mandates Creates top-of-mind relevance to key audiences Establishes brand saliency Motivates audiences to participate via quality and authenticity Competitively differentiates and defines Reaches broad spectrum of music lovers 44
The Blues Brand Positioning For music lovers seeking enriching entertainment, The Blues is an inspiring entr e to personal discovery of the music s profound reflection of culture and humanity. a musical journey Brand Positioning Definition: Describes where a brand fits into and competes in the marketplace. Built on relevant points of difference that will make people want to participate with the brand. 45
The Blues Positioning Strategies and Maxims Broaden target audience by conveying blues powerful influence on music and culture The music s the thing use the power of music to reach people and lead efforts Be true to the essence/integrity of the music (authentic roots; fresh expression) 46
The Blues Positioning Strategies and Maxims Develop creative, interactive devices that unexpectedly taps people s love of music Create a catalyst for people to explore their personal relationship with the music (emotional connection, journey, dialogue) 47
Project Messaging The Blues is: A celebration of the blues s profound influence on all music genres in the past century A reflection of American culture past & present The first word on the blues; not the last Acollection of impressionisticvisions that capture the spirit and power of the blues A pioneering cross-platform project expressing the real essence of the blues 48
Project Messaging The Blues is: A geographic and musical journey into this global and American art form Authentic, honest, approachable, expressive, free-spirited, compelling, thoughtful, life- affirming, human, and inspirational Created/supported by the best in film, TV, radio, books, CDs, home video, concerts, museums, and music 49
Project Messaging The Blues is about: All music genres soul, country, R & B, hip- hop, rock n roll, jazz, grunge, world, etc. History politics, economics, race, migration, struggle, celebration, religion People artists , directors , and fans personal stories You/Me our connection to humanity through the music we love a personal journey 50
