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BACKGROUND NOTE: 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. To give
you an idea how TIM works, here are some 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.
* 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/
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
