Crnascarfinal.5

CROWN ROYAL URBAN NASCAR PLAN:
EFFECTIVELY REACHING AFRICAN AMERICANS

PURPOSE

This deck outlines Crown Royal’s recommendation for
how to incorporate the African American
demographic into NASCAR

AGENDA
–  Crown Royal African American (AA) Marketing Strategy
–  Strategy Implementation
–  NASCAR Recommendation

CROWN ROYAL
URBAN MARKETING OVERVIEW

BRAND BACKGROUD
Assignment:
•  In 2002, Crown Royal enlisted help of African American
advertising agency Carol H. Williams in San Francisco to
develop and implement a marketing strategy targeting the
21-29 year old African American consumer
•  Grey had been handling the general market advertising for
many years
•  Worked as Account Planner to develop the consumer profile
and marketing strategy

Research and Information Gathering:
•  Four rounds of African American focus groups across 12
African American markets for consumer profiling and
creative development

MARKETING OBJECTIVE/PRINCIPLES
Objective
•  To change the image and opinion for the Crown Royal brand
among young African American consumers
•  To build awareness, familiarity, and consideration
•  Leverage social, trend diffusion from metropolitan cities into the
broader pan-ethnic urban market, then smaller cities, suburban,
and rural consumers

Principles
•  Do not become a fad or short-term trend. Create timeless equity
and sustainable business
•  Invest to grow volume and share, profitably

4 A’S
Grow Crown Royal brand commitment among AA males
It doesn’t matter what
I drink when I’m out
with friends at a club
Availables
I know about Crown
Royal but I think it’s
old school . . . My dad
drinks it
Acceptors
I was on the VIP list at
this party. All the cool
people were drinking
Crown Royal. Now,
Adopters when I go out out and I
want to impress, I know
to order Crown Royal.
Crown Royal is my brand.
I feel proud when I order
CR, it’s a premium drink Adorers
that makes me feel good
and look successful when
I’m out clubbing

STRATEGY
Urban Market
Urban Consumer

(based upon consumer research)

THE URBAN MARKET

Born out of inner city culture, urban marketing is
about a cool, current, hot attitude

•  It’s a mindset
•  It is defined by attitudes, beliefs and lifestyle
•  It is not limited by geographic boundaries, age, or ethnicities
•  It is all inclusive, not exclusive
•  It is fluid and constantly evolving
•  It has a rhythm to it

THE STUDY OF TRENDS
African American experiences are connected in common
history, values and beliefs that persist and evolve over time

African Americans re-
Reclamation and Evolution
invent themselves by AA At the core of urban
to a New Experience
putting a new spin or Experiences inspired mass trends
Reinforced by the Cycle
interpretation on the are experiences that
trend, resulting in a are grounded in
new experience everyday African
American culture
Creation of an
AA Culture
American Experience

Adoption of key
trends in music, Trendology as it Credibility comes from
fashion and lifestyle
become “mass relates to understanding how culture
and lifestyle are important
market” that belong
to everyone Re-interpretation African AA Trends
to African Americans = it’s
how cultural icons and
of AA Experience by Others
Americans trendsetters are born

Trendsetters or icons
become expressions or These cultural cues are
representations of these expressed through lifestyle,
Adoption by Migration
important cultural cues, such as food, fashion,
Mass Market of Trends
who then have the ability to language, and dance which
influence larger, mass gain wider exposure through
Exposure
audiences that adopt some trendsetters
to Others
of these lifestyle cues

WITHIN URBAN, SUBSEGMENTING AA
There are three segments to the African American Urban Market

Street Mosquito Blender

•  New tends and lifestyle cues tend to be passed along from Street to
Mosquito to Blender

•  He can be found associating with Street, and will pass on trends to the
Blender

WHAT WE KNOW ABOUT HIM
•  What he says and does influences a much broader population
•  He’s male between the ages of 21-29, educated
•  Has confidence and others look up to him
•  Wants to demonstrate his success without compromising his self-respect
•  Has ethnic diversity in circle of friends and is open to dating, socializing,
outside his race
•  Goes to multi-ethnic clubs and listens to Hip Hop and R&B music
•  Is always in the know of the new trend, club, Hip Hop artist
•  Is spontaneous and does not live life by the rules

KING OF MY WORLD
•  Elements important to the Mosquito are also
elements of Crown Royal’s brand personality:
•  Hip
•  Cool
•  VIP
•  Class
•  Cleverness
•  Approachable

•  The success of Crown Royal’s communication with
the target consumer depends on weaving these
elements throughout all media

ADVERTISING
Print
Radio
Out Of Home (OOH)

OUR CONSUMER PROFILES
General Market
African American & Urban
Target
Consumer:
Consumer
CRAIG: 21-49 CARL: 21-34
Insight: - Males living in middle/lower -  Urban males living in major US cites
class suburban neighborhoods
. -  Carl is determined to succeed and be respected
and rural towns -  Carl looks for ways to save money so he can buy the things
- Work in blue collar/trade he really wants, like the new line of Phat Farm clothing or the
certified occupations special edition he just read about in Complex
-  Carl demonstrates respect and acknowledgment for AA
culture, utilizing it as a basis for his uniqueness and
individuality.

Brand
In a world where overt statements With the ongoing pressure to do better than what
society expects of him, the consumer wants to
Insight:
of success and status are
intimidating and pretentious, the demonstrate his success without compromising his
target desires comfortable self-respect.
expressions of his success.

2

USING EQUITIES AND CLEVER MESSAGING

EVENTS & ONLINE
To deepen the connection between the brand and urban
consumers via VIP activities

OVERVIEW
•  2002-2003 Crown Royal African American national research
and advertising launch

•  2004-2005 Crown Royal Event and Online Initiatives

URBAN EVENT STRATEGY
Communicate sophistication and style, making the consumer
experience “King of Your World” through all aspects of the
experience:
–  Signature look and feel to reinforce the experience
•  Creates a young and stylish image of the brand that makes calling
for Crown Royal at a bar or club acceptable
•  Events are unique and eclectic where cosmopolitan people with
experience and broad-thinking connect and share lifestyles,
interests, and desires with one another
•  Establishes Crown Royal as cool -- we engage with him in a way
that’s different from others, but familiar and respected

URBAN EVENT/ONLINE STRATEGY
•  Keep Crown at the center of what’s hot
•  Host unique, VIP events at locations relevant to the urban target
•  Develop comprehensive online database of key influencers,
trendsetters and followers of Crown Royal for year-round re-contact
•  Maximize resources across all channels: media, PR, online and post-
event advertising
•  Cultivate relationships at the grassroots with “ears” in all markets
that keep us abreast of rapidly changing trends

HOW WE DO IT
•  We respect the consumer, where he is, right now
•  We take our product and brand to him, we don’t expect him to
come to us just because we make the offer
•  We don’t pay for celebrity endorsers – we organically cultivate a
following of trendsetters through respect and invitation based on
core cultural values and beliefs
•  We win his trust and respect so that later, he will come to us
•  Our strength is in understanding trend evolution and a strategic
approach to creating world-class consumer experiences

CREATING CONNECTION MOMENTS
•  Crown Royal has a thorough understanding of the unifying
psychographics that connect people to one another and to the
brand
•  CR meets people where they are and transforms everyday
experiences into something extraordinary
•  CR translates this into memorable experiences that shift the way
guests see a brand
•  Leave them feeling stronger about the brand than before

HOW CONNECTION MOMENTS OCCUR
Everyday Consumer Life Experience

He Gets a
Hair Cut

Crown Royal He Samples
Barbershop Crown Royal
Creates a Connection Moment
Strategic Brand
that Supports His
Event Experience
Everyday Experience

EXAMPLE: CROWN ROYAL BARBERSHOP

CROWN ROYAL BARBERSHOPS
•  Promotes connection moments essential to the African
American male experience – we’ve been invited into
the “living room”
•  Leverages niche media and local relationships to
cultivate brand ambassadors for Crown Royal
•  Breaks away from the cluttered environment of
promotions
•  We can do it because we’ve been invited and
embraced

BARBERSHOP ELEMENTS
•  Local barber shops are given a makeover with lasting impact within the shop and
the community
•  CR provides branded smocks, capes, mirrors, and promotional items for customers
and barbers in the CR Barbershop
•  Exclusive events with media partners to enhance coverage in local media for
Crown Royal

•  Online:
–  CR Barbershop site for free cut and/or invitation to special events building a
database of urban consumers for future promotions
–  Career database/Networking

P-DIDDY’S BAD BOYS of COMEDY
•  Crown Royal is sponsor of P-Diddy’s new TV
show debuting up and coming comedians
•  Hosted by P. Diddy, MC’d by Doug E. Fresh
and DJ’d by Mr. Cee
•  “Making of” video filmed simultaneously with
extensive Crown Royal product placement
•  Debut shows held large theatres and venues
with audiences of up to 5,000
•  Backstage “Crown Royal Lounges” host VIPs
•  After-parties held at the hottest clubs
featuring talent
•  Broadcasted on HBO and on CR Barbershop
sites

RESULTS
•  Huge peaks in product sales in cities after each barbershop
program
•  Demonstrated the power of WOM
•  Product sales at AA clubs peaked
•  High attendance at upcoming CR sponsored events
•  High activity on barbershop sites
•  HBO made show about Barbershops
•  Sold out Bad Boys of Comedy shows
•  After local national plan completed incorporate initiative into
high profile events: ESPY’S, BET Awards
•  Organically built celebrity interest

NASCAR URBAN COMMUNICATION
Why Crown Royal Has Credibility
The Urban NASCAR Plan

OVERVIEW
•  Crown Royal is a major sponsor of NASCAR-Crown Royal 97
Car
•  Crown Royal is in the unique position of bringing AA’s to
NASCAR because of the established relationship between
the brand and the consumer
•  Presented following ideas to NASCAR in 2005. Ideas based on
consumer and market insight learned throughout the three
years of consumer research, creative development, event
and online activity

NASCAR’S SITUATION
•  AA’s account for 4.2% of NASCAR’s 75 million fans
•  Predominantly white, heavily suburban, and rural fan base

OPPORTUNITY:
•  Racist
•  Increasingly diverse population
•  Aging baby boomers
•  Competition for younger fans’ leisure dollars

TREND POTENTIAL
•  The challenge of integrating a Caucasian middle-American
sport with the Urban culture may not be as difficult today as it
was five years ago

•  Recently, there are a number of subtle signs that point to a
shrinking gap between auto-racing/middle-America and
Urban culture
–  Clothing trend among New York Urban males LDA-29 who
have been spotted wearing NASCAR branded clothing
–  Music Mix: Country & Hip Hop -Tim McGraw and Nelly with
number one single “Over and Over”

MOSQUITO AND NASCAR
•  He probably hasn’t thought about adding auto-racing to his
sport interests of primarily b-ball and football. He sees his
culture’s interest in cars, whether it is in a Snoop video or his
favorite NBA playa’s pimped out rides on Cribs. However, the
idea of attending a NASCAR event is so foreign that he
needs to be informed and convinced that it is worthwhile to
become involved.

CROWN ROYAL’S CREDIBILITY
Crown Royal can introduce the urban consumer to NASCAR and create
an affinity by building upon and leveraging Crown Royal’s relationship
with the urban consumer

•  Compared to other brands, Crown Royal is in a unique position to
extend this invitation to the urban audience
•  The brand’s communication with the target has created a trust that no
other brand has among current NASCAR sponsors

CREATE NEW CONNECTION MOMENTS

We can only work the proven
paradigm we know best:
Everyday Consumer Life Experience

He Enjoys Car Culture

Crown Royal & NASCAR He Experiences
in Relevant Places Both Brands

Create a Connection Moment
Strategic Brand
that Supports His
Event Experience
Everyday Experience

OUR STRATEGIC APPROACH OVER TIME

Cultivate Adoption Connect through
by Making it Relevant Experiences:
Discoverable Urban Car Culture

Generate wider interest by the Black Cultivate a class of Black
community in NASCAR experiences NASCAR Top Drivers

Seed Urban Racing in the Right Places:
Create Signature Urban
Music, Fashion, Film
Events that Bring NASCAR to the People

Utilize Network of Celebrities
to Create NASCAR Trendsetters

OUR STRATEGIC APPROACH OVER TIME: short term (year one)

Connect through Relevant Experiences
Urban Car Culture

INITIATIVE:
KEY URBAN AUTO SHOWS

URBAN AUTO SHOWS
Trend Insight for AAs:
At the core of urban inspired mass trends are experiences that
are grounded in everyday African American culture…

The car or truck is an extension of the personality and highly
asprirational to the consumer
  Reflects the personality of the driver
  Tells the world “I’ve made it”
  Accessible status

DUB SUPER SERIES CAR SHOWS
–  Dub Magazine is the leading Urban automotive magazine serving as a
resource on the most innovative customization trends
–  The Dub Super Series are car shows across the country that display
cutting edge technologies and trends in car and truck customization
–  The event capitalizes on the Urban culture’s interest in cars and
recruits a large number of Urban consumers

CARS + MUSIC DRAWS URBAN TARGET
–  Hip Hop music plays a big role in setting the mood and draws an
urban crowd to the event

OUR STRATEGIC APPROACH OVER TIME: short term (year one and two)

Cultivate a Class of AA
NASCAR drivers

INITIATIVE:
DRIVE FOR DIVERSITY

INITIATIVE: DRIVE FOR DIVERSITY

–  Program seeks to cultivate minority drivers and crew pit
members on lower-profile regional racing circuits
–  Professional drivers and pit members do the training
–  Crown Royal sponsored driving summer camp
–  College Tour
–  CrownRoyal/NASCAR.com membership register


Create Signature Urban Events
that Bring NASCAR to the
People

Signature Events:
Crown Royal Body Shop

CROWN ROYAL BODY SHOP

Credibility comes from understanding how culture and
lifestyle are important to African Americans = it’s how
cultural icons and trendsetters are born…

Initiative:
Offer Body Shop Makeovers and feature best 12 shops
nationally that can customize/urbanize the ’97 car


Create A Sense of VIP
Exclusiveness

ONLINE INITIATIVE:
www.CrownRoyal/NASCAR.com

WWW.CROWNROYAL/NASCAR.COM

Trendsetters become representations of cultural cues,
who influence mass audiences

Initiative:
Create a private network of opinion leaders that have the
ability to launch trends
–  Register at Dub Super Series Car Shows, Drive for Diversity program,
and CR Body Shops
–  WOM campaign, brand ambassadors

WOM
•  A brand’s message has a stronger impact with word-of-mouth than
any traditional media

•  Opinion leaders are interested in an alternative and exclusive
approach of communication and marketing

•  Experimenting of the product in a relevant consumption context is
the best way to engage over-targeted or savvy consumers

EXCLUSIVITY
•  Private network of opinion leaders and influential/high profile people that
is built exclusively through referral

•  Members are charismatic, motivated, communicative and strongly
engaged in their community

•  Each referral is screened online and then personally interviewed at CR/
NASCAR events

•  Members are committed and highly motivated to launching trends
through word-of-mouth

•  Members routinely provide valuable feedback

SITE ELEMENTS

BUZZ MARKETING
- Invitation to exclusive events, involvement in urban
marketing actions
- Organization of events and establishing partnerships

VIRAL MARKETING
- Trends/News - Broadcasting of online information before it
hits the streets

RELATIONAL MARKETING
- Creation and management of brand ambassadors’ clubs
- Recurrent interactions with pools of opinion leaders close
to the brand

ROI

•  Guaranteed to reach level N+1 with a positive and natural
word of mouth
•  N+2 is measured and N+3/ N+4 is expected
-  Supporting WOM relays (events and buzz actions, PR, Media
campaign)
-  Number of members participating in each city : the more
members participate, the best coefficient the product have
when reaching N+2 / N+3/N+4 level

OUR STRATEGIC APPROACH OVER TIME: mid-term (year two to four)

Seed Urban
Racing in the
Right Places:
Fashion,
Music and
Film

SEEDING THE PRODUCT IN FILM
Trend Insight for AAs: Cues are expressed in lifestyles,
food, fashion, language, dance, film, and
connection moments that gain wider exposure
through trendsetters

–  Remake “Greased Lightening” with Dave Chappell, Larry the Cable Guy,
Mike Epps, etc.
–  This film is based on the true life story of Wendell Scott, the first black stock
car racing champion in America
–  NASCAR product placement in racing relevant movies with urban male
appeal (e.g. action and comedy)

SEEDING THE PRODUCT IN TV/MUSIC

–  Driver appearances on “Pimp My Ride” or develop
performance based “Ride” show
–  Celebrity Driving School (televised)
–  NASCAR product placement in videos, celebrity award
shows, etc.
–  Authentic integration in music videos
–  Catch trend of spoken word music

CELEBRITY INVOLVEMENT
Celebrities and Trendsetters look to the streets/community for what’s
“hot”
  They reflect back to the consumer what he already knows
  They illuminate what’s going on in the community for others to
see

Initiative: Focus on integrating urban and African American
celebrities
–  Leverage new product launches
–  Celebrity racing
–  Feature celebrity car makeover parties
–  Drive awareness of NASCAR

OUR STRATEGIC APPROACH OVER TIME: long-term (year three to five)

Make NASCAR Discoverable to
the Wider Mainstream
Black Population

MAKE NASCAR DISCOVERABLE
African Americans re-invent themselves by putting a new spin
or interpretation on the trend, resulting in a new experience

KEY OPPORTUNITIES:
–  The broader black community needs to find NASCAR on their own
–  Avoid direct marketing NASCAR to African Americans -- allow them to find
what resonates organically, over time
–  Embrace controversy
–  Cultivate a competitive driver that can be followed and championed by
the community
–  Make visible those in the pipeline now – use PR to put them in places
where AAs will find them

FINAL THOUGHTS

•  NASCAR is already working the plan by identifying and
cultivating a Black star/competitor -- a crucial factor in our
success
•  To make NASCAR attractive to the urban consumer, all
connections with racing need to be delicately seeded over
time
•  It’s not easy, but it’s possible to attract this consumer
•  The payback for integrating the sport is enormous
•  Our recommendation is to to BRING NASCAR TO THE
CONSUMER!

Crnascarfinal.5

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (16)

Crnascarfinal.5