Post on 17-Dec-2015
transcript
2011 Hispanic Brand Plan
2011 Hispanic Music Sponsorships Planning Guide
Contents• Consumer Target• Brand Objectives/Strategies• 2011 Hispanic Music Sponsorship Plan
Corona Extra Hispanic Consumer Target:Life Indulger.
I think you only live once so I like to live my life to the fullest. I’m very social, I like to have lots of friends, and I like to share every moment with them. I like the finer things in life. I believe that quality is more important than quantity. I like to spice things up. I don’t like stress, so beer helps me relax.
Life Indulgers.
Photo Sources: myspace.com, facebook.com, qualitative research.
DEMOGRAPHICS Hispanic males 21-29 years old Bilingual or Spanish dominant Bicultural and acculturated White collar or gray collar Mid income, Progressive
KEY INSIGHTS Life Indulgers are really a glass half-full group, they are
hedonistic, and they truly have a saber vivir approach to life. They are extremely gregarious and they like to share and
enjoy their life and their lifestyle with others. They are hardworking and have begun to live their dreams or
are working a plan to do so. Life Indulgers don’t like to be stressed, so beer helps them
unwind and enjoy the situation a little more. They are proud of their heritage but they also like to cherry-
pick aspects from American and Latino cultures to help them enjoy the moment and the situation to the max.
Source: Crown Segmentation Data, 2010
KEY FACTS Shop in grocery, liquor, and mass On-Premise – Drinks beer Drinks 18 beers a week (3-4 occasions) Drink beers with a lime
U.S. Hispanics and Music
Photo Sources: Google
KEY INSIGHTS 1 out of every 4 Hispanics have attended a music
concert in the last 12 mths. 61% of Hispanics prefer Latino pop culture in music,
tv, etc… Music genres Hispanics like the most:
22.8% Latin Ballads 18.1% Mexican Regional 14.5% Latin Rock 5.5% Latin Rap
Source: Crown Segmentation Data, 2010; Simmons
2011 Hispanic Music Sponsorship Objectives• Drive top-of-mind awareness and emotional bond with Hispanic target consumers.
• Support Brand and Field Sales to increase purchase occasions with core Hispanic consumers.
• Drive retailer activation and support in key channels including on- premise and off-premise.
Key Strategies• Use sponsorship to gain on-site venue sales for CX
• Use sponsorship to leverage sales support and gain off-premise display activity.
• Take advantage of all media associated with tour
• Use tickets to foster goodwill and increase “share of mind” with key customers and distributor
Conduct two tours to deliver relevant music/talent for key Hispanic markets. Mexican Regional TourCaribbean Hispanic Tour
• POS Support (items vary per tour):– Banners & Case Cards: Templates will be uploaded to MOD for local
printing and purchasing.– Guitar Dangler/standee, Pennants & Stand ups: to be provided by
Sponsorships dept. per request. Order form will be sent out 10 weeks prior to concert date.
• Promoter Media Support:– Local Television/Radio/Print/Online
• Program Timing: June - November
Approach
Program Description• The 2011 music tour will consist of 20 Mexican Regional
concerts/bailes (dances) in major West-coast and Midwest Hispanic DMA cities with the headliners below. Other similar artists will accompany the tour.
Audience Profile• 65% male/35% female• 21-40 year old Hispanics• 1st, 2nd & 3rd generationTiming• June - November
Corona Extra Mexican Regional Tour
Tour Schedule (Tentative)
Date Market Venue Headliner(s)June 11, 2011 Fresno, CA Rainbow Ballroom La Arrolladora
June 12, 2011 Houston, TX Plaza Garibal Larry Hernandez
June Palm Springs, CA Morongo or Fullenwider Aud. TBD
July 9, 2011 Tucson, AZ AVA Amphitheater Banda el Recodo
July 23, 2011 Los Angeles, CA Gibson Amphitheater Ramon Ayala
August 6, 2011 Las Vegas, NV Orleans Arena Bronco
August 13, 2011 Anaheim, CA Anaheim Convention Center Tigres del Norte & Bronco
August 20, 2011 Tucson, AZ AVA Amphitheater Ramon Ayala & Larry Hernandez
August 20, 2011 Richmond, CA Richmond Convention Ctr. Cuisillos & Larry Hernandez
August 27, 2011 San Diego, CA San Diego Convention Ctr. Bronco
August San Antonio, TX TBD TBD
August Yuba City, CA Marysville TBDSeptember 24, 2011 Chicago, IL Aragon Intocable
September San Jose, CA TBD TBD
September Los Angeles, CA Honda Center or Anaheim Conv. Ctr Jenni Rivera
November 23, 2011 Austin, TX Palmer Events Center Tigres del Norte
November 23, 2011 El Paso, TX Coliseum PrimaveraNovember 24, 2011 Houston, TX Escapade Tigres del Norte
November 25, 2011 Dallas, TX FarWest Tigres del Norte
November 26, 2011 San Diego, CA San Diego Conv. Ctr. Larry Hernandez
Corona Extra Mexican Regional Tour
Promoter Media Plan (per concert)• Television: Minimum 50 (:30 spots)• Radio: Minimum 150 (:60 spots)• Print: 20,000 flyers & 1,000 postersTotal Tour Media Value: $3,000,000Total Tour Estimated Impressions: 114,400,000
Media Deliverables• “Corona Extra presenta/te invita” on all advertising• Corona Extra logo and voiceover mention on all event tv spots• Corona Extra logo places on all printed material• Corona Extra TV commercial looped on agency’s website, Facebook
and Twitter pages
Corona Extra Mexican Regional Tour
On-Site Deliverables• Title sponsor status• Exclusive 2 Gobo lights and/or 2 inflatable bottles on-stage• 16 banners placed within venue• Corona Extra commercial shown during event intermissions on jumbo
screen• 16 meet & greets per event• 40 event tickets available for trade• 6 all access passes• Majority of beer poured should be Corona Extra or a combination of
Modelo products depending on venue• On-stage distribution of collateral material• Booth space for promotional items depending on event
Corona Extra Mexican Regional Tour
Promotional Opportunities (where legal)• 2 autographed items by artists per event for local promotions at key
accounts• Artist retail appearance opportunities (limited availability)
– Additional cost to execute ($6K-$8K)– Evaluate alternative ways to utilize these appearances without incremental cost
(i.e. radio/tv appearances, etc…)– Please send request to Anali Rodriguez in Sponsorships to check availability
10 weeks prior to concert.
• Image rights to promote events
Corona Extra Mexican Regional Tour
POS Support• Case Card and Banner: templates available on MOD• Guitar Dangler (in foam core): Order form will be sent out 10 weeks
prior to concert
(artwork not final)
Corona Extra Mexican Regional Tour
Program Description• The 2011 music tour will consist of 9 concerts with popular Latin
artists who appeal to the Caribbean Latinos in key Hispanic cities. Artist • Wisin y Yandel
Over 5 million albums sold Over 20 million digital downloads 4 albums have hit #1 on Billboard’s Latin Albums Chart 2011 Premio Lu Nuestro Winners for Album of the Year, Song of the Year and Entertainers of the Year. AMA and Latin Grammy winners
Timing• Summer (Dates TBD)Markets• Chicago, New Jersey, Miami, San Diego, LA (x2),
Houston, Dallas, San Antonio
Corona Extra Caribbean Hispanic Tour
PRESENTA
WISIN Y YANDEL
Tour Schedule
Date Market Venue
June 3, 2011 Miami, FL American Airlines Arena
June 4, 2011 Chicago Rosemont Theater
June 9, 2011 Los Angeles Nokia Theater
June 10, 2011 Los Angeles Nokia Theater
June 11, 2011 San Diego, CA Valley View Casino
June 16, 2011 Houston, TX Club Escapade
June 17, 2011 Dallas, TX Verizon Theater
June 18, 2011 San Antonio, TX AT&T Center
June TBD Newark, NJ Prudential Center
Corona Extra Caribbean Hispanic Tour
Promoter Media Plan (per concert)• Television: 30-136 (:30 spots)• Radio: 120-360 (:60 spots)• Print: 4-143 (1/4 page ads)• Flyers: 100,000• Posters: 1,000Total Tour Media Value: $95,000-$306,000Total Tour Estimated Impressions: 3,470,000-19,700,000
Media Deliverables• Prominent logo and voice-over mentions in full media plan• Corona Extra logo placed on all printed material
Corona Extra Caribbean Hispanic Tour
(Estimate only; varies per market)
On-Site Deliverables• Presenter sponsor status• 40 event tickets available for trade• 10 meet & greets available for trade• (10) 3x10 banners• Signage close to stage (logo projected in corner of video walls)• CX TV commercial and logo featured on stage video walls (prior to
show)• Rights to distribute premium items on-site• On-site sponsor table
Corona Extra Caribbean Hispanic Tour
Promotional Opportunities (where legal)• 2 autographed guitars by artist per event for local promotions at key
accounts• Rights to use likeness of events in POS• Text to win VIP experience opportunity. A winner and a friend can win
tickets, meet and greet and autographed instrument.– Additional cost to execute ($TBD)– If interested, please contact Anali Rodriguez in Sponsorships for more information.
Corona Extra Caribbean Hispanic Tour
POS Support
Corona Extra Caribbean Hispanic Tour
Images to come. (Case cards, artist stand ups,
artist pennants)(Artwork not final)
• Promotion Period June through November• POS Available 6 weeks prior to concert date• POS Posting Date Local market’s discretion• POS Pull Date Local market’s discretion• Tickets Availability 3-4 weeks prior to concert date
Key Dates Mexican Regional & Caribbean Hispanic Tours
Agencies (Friasworks & CMN):• Serve as primary point of contact between Crown and artists.• Act as on-site tour management agency on behalf of Crown.• Fulfill ticket requests made by Crown (all trade tickets will be delivered
to MDM’s for distribution).• Install all signage, GOBOS and inflatable bottles for day of show.• Negotiate with concert venues on product placement and signage
rights.• Manage and coordinate meet and greets and/or any special
promotional opportunities such as retail appearances.• Provide autographed items per event for local use.
Roles & Responsibilities
Crown Sponsorships:• Negotiate and approve events.• Ensure venues are Crown friendly.• Develop and manage all branded elements of tour and on-site
materials.• Manage day to day business of sponsorship with agencies.• Communicate all major programming initiatives to internal and external
partners throughout the year.
Roles & Responsibilities
Field Marketing:• Work with agencies, MDM’s and media partners for local opportunities
to drive business.• Serve as primary contact between agencies and Field Sales.• Coordinate promotional opportunities such as artist retail appearances
with agency.
Roles & Responsibilities
Field Sales/Wholesalers:• Work with concert market wholesalers to maximize Corona’s
sponsorship (e.g. ensure adequate # of tickets, display enhancers and POS is ordered.
• Coordinate efforts with wholesaler to ensure optimal distribution points and available inventory for event day sales and the concert venue.
• Coordinate meet and greets with FMD’s.
Roles & Responsibilities
• Friasworks, Inc. (Mexican Regional Tour)• Danny Frias: dannyfrias@me.com• Phone #: 714-369-3391
• CMN (Caribbean Hispanic Tour)• Andrea Botero: abotero@cmnevents.com• Phone: 312-371-7737
Agency Contacts