Brief #4 Pandora Creative Brief

BUS 361

Rumneek Bains Paulina Nguyen Amy Nguyen

Analysis of Changes to the CB: Key Insight: We discovered insights about baby boomers that show how as consumers, many of their habits are contrary to popular belief. For example, we found that baby boomers are using the internet and social media more than most assume. According to DMN3, 91% of Baby Boomers use one or more social media sites and 83% of those claim facebook as a site that they use or belong to. We found that these insights are especially useful for Pandora, an online radio 1

streaming service. Single­Minded Message: In order to buttress our campaign, “This is your station,” we want to personalize Pandora to evoke emotion and memories from Baby Boomers. We want our audience to “take a stroll down memory lane,” and while as cliche as that may sound, our campaign provides stations that reflect priceless memories users once shared with their friends, family, and colleagues. For example, we brainstormed stations such as, this is your: “20th Anniversary,” “High School Reunion,” “Getaway in Hawaii,” and “Never Too Old for Vegas,” which help remind Baby Boomers that they’re never too old for anything! Target: We delved further into market segmentation and utilized VALS to assess how well our campaign would resonate within Baby Boomers. Specifically, our research showed that the main segments were Believers (51), Thinkers (60), and Survivors (68). Believers fashion a more 2

“me­too” attitude and rely heavily on WOM from family and friends (77%) , which supports our 3

emphasis on “sharing” experiences with one another. Thinkers are more conservative and prefer traditional pursuits and products, so Pandora would help them reminisce on old traditions. Lastly, Survivors are risk averse but extremely loyal to things that work. So, our referral program (refer to ‘Elements Connecting our Multiple Executions’) will help educate and create strong brand awareness in hopes to gain a loyal customer base. Support:To cater to our target audience, we want to showcase nostalgic music that Pandora has to offer, specifically from the 70s and 80s, as baby boomers were in their teens and 20s during that time. There will also be specific taglines used within various advertisements that will be relatable to people of this generation. Tone & Manner: We wish to emphasize relatability by capturing everyday, likely scenarios while keeping the concept simple and straightforward (limited body copy and increased visual elements). Additionally, as Pandora is a entertainment service provider, keeping the attitude of the ads fun, lively, and social. How Our Ads Deliver on the CB: After taking into consideration that our intended target audience is more active with social media, internet, and technology (more than previously assumed), our marketing communication will tailor specifically to this generation. By displaying the simple interface and straightforward design, while incorporating nostalgia and relatability from our “This is Your Station” campaign, we hope to showcase how Pandora is a service for them. Elements Connecting our Multiple Executions: All marketing efforts will deliver one consistent and clear message by having a similar tone and

1 http://www.dmn3.com/dmn3­blog/boomers­and­social­media 2 http://www.strategicbusinessinsights.com/vals/ustypes.shtml 3 http://www.marketingprofs.com/charts/2013/11209/how­baby­boomers­use­the­web­social­networks­and­mobile

manner (incorporating a combination of slice of life and demonstration execution styles). Billboards (OOH), TV Commercials, Magazines (Print), E­mail and social media (Online) marketing will all have similar content settings, color schemes, font faces, and overall style, allowing consumers to make connections across all platforms. Additionally, all ads across all the platforms mentioned above will contain a series of typography referencing different types of stations our target audience may have (refer to ‘Single­Minded Message’).

We also brainstormed a way to incorporate a referral program to create a personalized, two­way dialogue with our consumers. We first plan to implement this referral program by partnering with companies and stores with a great influx of Baby Boomers in the workplace. For each person you refer, you both will receive a month free of Pandora One. In addition, we will work with companies to provide a small corporate discount and help employees simply deduct the membership fee from their paychecks—simplicity at its finest.

In addition, we hope to collaborate with Peet’s coffee. In this co­marketing initiative, you will receive one free cup of coffee per referral. Consumers who subscribe or are subscribed to Peet’s newsletter will receive a code for a month free of Pandora One—we will obtain our mailing list based on a 30 mile radius from each Peet’s location via zip code. This will incentivize people to join Peet’s newsletter and hopefully remove the lag effect for customers interested in purchasing the ad­free version. In turn, Peet’s will begin to play popular Pandora stations—curated by users of Peet’s and Pandora—and Pandora’s logo will be more prominent within Peet’s stores. Additional information (how to use/download the app) and QR codes will be displayed in each store. Breaking through the Clutter: Billboard ads will facilitate in raising awareness of Pandora amongst baby boomers since 80­90% of them were licensed drivers in 2012. TV commercials 4

will be aired during prime­time as the “median age of viewers of prime­time broadcast TV is nearing 51,” to tackle the issue of awareness. Ad spots for print ads will be purchased in 5

magazines that have median age of 50 and older, which include but not limited to: Parade, AARP Magazine, USA Weekend, Better Homes & Garden, Reader’s Digest, Good Housekeeping, People Magazine, Time, etc. Email blasts are also commonly used to market to baby boomers as 6

95% of them are active users.1 In attempt to generate a two­way dialogue with consumers, we felt that the referral

program will allow word­of­mouth to take into affect. While 52% of baby boomers prefer word­of­mouth (WOM) advertising , we found that for a mobile application and especially one 7

that provides music, WOM would prove very beneficial in breaking through the clutter. As the retirement age is increasing almost every year , the workplace is the one of best places to 8

implement a referral program. A co­marketing objective with Peet’s also captures the roughly 57.1% of employed baby boomers who do not have corporate/clerical employment, especially with 230+ stores nationwide allowing for widespread awareness. Also, referred customers are 9

more loyal and valuable consumers, according to a research done by Harvard Business Review. 10

4 http://fuelsinstitute.org/ResearchArticles/DriverDemographics.pdf 5 http://adage.com/article/media/nielsen­grandfather­s­baby­boomer/144939/ 6 http://www.cision.com/us/2011/06/the­most­read­magazines­in­america/ 7 http://www.businessinsider.com/sc/how­millennials­and­baby­boomers­shop­2015­4 8 http://www.gallup.com/poll/168707/average­retirement­age­rises.aspx 9 http://www.peets.com/stores/peets­stores/stores­store­list.html 10 https://referralrock.com/blog/referral­programs­101­everything­you­need­to­build­a­referral­marketing­program/

Appendix

Updated Creative Brief Background: Pandora is a music streaming service that went public in June 2011. In 2012, Pandora surpassed 150M total users, with 70M active users. Today Pandora enjoys greatest penetration among Gen Y’s, or Millennials, and Gen X’s. However it is used far less frequently by consumers over 50 (aka Baby Boomers) who make up approximately 25% of US population, account for almost 50% of total consumer spending, and control over 80% of personal financial assets in the U.S. Business Purpose: This campaign has a two­fold purpose. The campaign must make more Baby Boomers aware of Pandora’s streaming music service. Secondly it must grow Pandora’s business by getting Boomers to sign up for the paid, non­ad version of its music service. Target: • M/W, 50+ years • 2 years college+ • Own personal computer, cell phone, digital tablet, etc. • Skew metro markets • Enjoy listening to music of all kinds • Have a “stay young” attitude • Believers (median age ­ 51)

Charactieristics: economical, neighborly, “me­too” fashion attitude—rely heavily on WOM from family and friends

• Thinkers (median age ­ 60) Characteristics: conservative, mature, reflective; plan, research and consider before they act; not influenced by what’s hot; prefer traditional intellectual pursuits and buy proven products

• Survivors (median age ­ 68) Characteristics: cautious and risk adverse, loyal, traditional not concerned about appearing trendy

Media

Out of Home (billboards) Email TV Co­Marketing/Referral Program Print (Magazines & Newspaper)

Key Insight While not as tech­savvy as the younger generations, baby boomers are more social and tech­savvy than our generation would assume. They definitely know and love their music. This generation broke ranks with their parents, moving away from classical, jazz and big band, to

create a whole new genre all their own, Rock’n Roll, which still thrives today. Baby Boomers do in fact use the Internet, even to use social media to connect with their friends, family, and colleagues. Compared to others, this generation also has more leisure time. Single­Minded Message Pandora offers a better way to enjoy all of your favorite musical artists. Pandora brings your favorite hits from the 70s and 80s to life, allowing you to curate stations catered for you and by you. Take a musical stroll down memory lane and reminisce with your friends and family by sharing your music through social media. Support Pandora offers listeners a unique music experience: • Largest music streaming service in N. America with over 150M users and 68% of Internet radio market • Supported by intelligent Music Genome Project • Over 1M music tracks, 100,000 artists and rising • Offers a wide range of musical styles: rock, heavy metal, Hip Hop, R&B,blues, Reggae, country, gospel, classical, jazz, Latin, Decades (70s/80s), etc. • Can listen to music across­platform (e.g. computer, tablet, or phone),anywhere (e.g. at work, at home, in the car, etc.) • Offer free service supported by advertising, and a fee­based subscription without ads. • New services being added all the time, e.g. “Front Row” live concert ticket service, etc. Tone & Manner • Clean, simple, straightforward style • Current, easy to understand, not gimmicky • Relatable, simple, straightforward • Fun, enthusiastic, social Executional Mandatories Include: • Pandora name & logo in all executions • Brand colors: blue, white, black • Need to mention both free and paid service plans

Creative Executions Billboard Advertisements

Online/Print advertisements

Email marketing

Storyboard

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