We, Aloud Media Group, have vowed to step in and stand out, through teamwork, innovation and creativity
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Executive Summary We, Aloud Media Group, have vowed to step in and stand out, through teamwork, innovation and creativity. We abide by our mission to voice your opinion and make your presence known by developing this Integrated Communications Campaign for Feld Entertainment’s owned and produced Monster Jam show. With implementation of this campaign, we are sure to produce a bang in ticket sales and brand awareness of Monster Jam Inc. through its freshly-appointed, young, Hispanic market. Our ultimate goal is to increase the consumer market of Monster Jam and reach the Hispanic market within the South Florida metropolitan area. The South Florida market is the only Monster Jam show that does not sell out. It’s time for this to change. The ultimate goal of this campaign will be to fill the 10,000 empty seats at Sun Life Stadium in Miami Lakes, Fla. and make it yet another one of Feld Entertainment’s remarkable-sold out, annual events. Further investigation of Monster Jam, its competitors and the trends of Hispanics within the South Florida area revealed that the creation of a fresh, innovative campaign featuring the infamous Hispanic truck, ‘El Toro Loco’ while highlighting the excitement of the experience at the Monster Jam show would appeal not only to Hispanics, but also to young adults ages 18-34. This new appeal would consequently bring in revenue from an untapped market by Feld Entertainment Our greatest concern is that the current market within Miami is uneducated about this amazing show, not due to lack of advertising but to a lack of familiarity. The most common current user of Monster Jam is typically a middle-class, southern-affiliated and white community. By widening the scope of the target market to reach a broader audience, Monster Jam has the ability to bring in more than 20,000 extra consumers each year and transform them into a returning, loyal fan base. Feedback from surveys and focus groups, helped Aloud Media Group to identify the specific reasons why the Hispanic market within the Miami Dade area was unfamiliar with Monster Jam. Our findings were able to identify qualitative notions behind the lack of knowledge or interest in the young adult, Hispanic market. In addition to the data from research, we were able to provide a tool to reposition the stereotype of Monster Jam and create a whole-new campaign targeting this specific market by creating incentive and a new, ‘party’ atmosphere to Feld Entertainment’s Monster Jam event. Annually, Monster Jam will create anticipation in the lives of these young Hispanics by proving to be fun, eventful, and a place to attend with friends and family. The show will encourage the new consumers to return year after year, to follow the performers as their journey continues. The structure of this campaign is comprised into four phases, each with a different purpose, ultimately accomplishing the goal of the campaign. Collectively these phases will be creating buzz and anticipation, encouraging participation, engaging users & ultimately creating a loyal fan base within the South Florida metropolitan area. The new Monster Jam campaign will be introduced in winter of 2011 to prepare for Miami’s one-day live event in February. This active, exciting campaign will emerge into various Hispanic communities as well as the outlets of young adults, ages 18-34 aiding in the new success of Monster Jam. Who is Monster Jam? Feld Entertainment Inc. is the world’s leading producer of live family entertainment experiences. With 30 million people in attendance at its shows each year, Feld Entertainment's productions have appeared in more than 70 countries on six continents including: Ringling Bros. and Barnum & Bailey, Feld Motor Sports, Disney On Ice and Disney Live! (http://www.feldentertainment.com/Press/) One of the newer owned and produced shows by Feld Entertainment under Feld Motor Sports is the show, Monster Jam that includes over 125 events each year. (http://www.sportsbusinessdaily.com/Daily/Issues/2009/12/Issue-57/Sponsorships-Advertising-Marketing/Advance-Auto-Parts-To-Title-Sponsor-Monster-Jam-Truck-Circuit.aspx) Events take place in the best stadiums and arenas in North America. There is not one major event venue in the United States that Feld Entertainment does not perform. Monster Jam features a variety of specialty events including: Pro Stadium Trucks, Quad Wars, Demolition Derby, and specialty thrill acts. (http://www.feldmotorsportsonline.com/) The anticipation at each Monster Jam event is separated into two competition categories: racing and freestyle. Advance Auto Parts has been affiliated with Feld Motor Sports since 1997 but became the official primary sponsor of Monster Jam in 2009. (http://www.sportsbusinessdaily.com/Daily/Issues/2009/12/Issue-57/Sponsorships-Advertising-Marketing/Advance-Auto-Parts-To-Title-Sponsor-Monster-Jam-Truck-Circuit.aspx) The heart and soul of Monster Jam encompasses its truck line up. The most famous of them all is Grave Digger, the world's best-known monster truck. Driver, Dennis Anderson participates in its high-speed racing, insane freestyle and awe-inspiring crashes that pull him further along in the competition each year. Grave Digger guarantees to keep fans on the edge of their seats show after show. Introduced in 2011, El Toro Loco is Monster Jam’s most infamous Hispanic named truck. With the biggest attitude, El Toro Loco captured the Monster Jam World Finals Freestyle Champion title only three years later. http://www.monsterjam.com/Bios/Trucks/El_Toro_Loco/
Monster Jam is looking to increase customers and return visitors of a key demographic within the South Florida municipal area. The expansion of the target market will include Hispanics between the ages of 18-34 or families with children ages 3-17. For this purpose, we are in dire need of a change within the show and the stereotype to provide proof to the new target market they that too, can attend and have the experience of a lifetime. Through this initiative, Monster Jam will have an extremely compelling affect on the Hispanic community which will in turn, effortlessly fill in the 10, 000 empty seats at the Sun Life Stadium.
According to our research, the Monster Jam show is least known among the Hispanic community throughout the South Florida metropolitan area. This means that Monster Jam is not maximizing their potential to reach their most subjective and dominating market within Miami: Hispanics. The current Miami show held at the Sun Life Stadium each year is the only show in the state of Florida without sold-out seats. The lack of knowledge for the Monster Jam show within the Hispanic community in this area holds a great responsibility for the ticket sales each year. Feld Entertainment’s efforts in developing Monster Jam’s expanded market must be supplemented by a new campaign that reaches specifically Hispanics, complimented by ongoing themes which provide incentives that will first drive consumers to the show. It must then follow with a compelling performance turning first time patrons into loyal attendees.
Understand Monster Jam’s current user, demographics, behavior, cultural background, income, recreational preferences, general trends and overall view on the shoe Monster Jam. Identify patterns, trends, interests, behaviors and psychographics in the general Hispanic, young adult and general local Miami market. Study competitors and competitive products in order to determine competitive advantage and brand positioning Determine which secondary research hypotheses require confirmation through primary research Determine the new position of Monster Jam and message to deliver to whom it should be delivered and how it should be delivered in order to further educate the Miami, Hispanic market Methodology The secondary research objectives stem from the first meeting with Holly Skrenes, Director of Events and Marketing for Feld Entertainment, as well as background information given by RBB Media, the Advertising agency for Feld Entertainment for over 11 years. The first step was looking to achieve the current user base to get an idea of who the current audience is along with how they feel towards the Monster Jam show. This was further looked into to determine what and how the knowledge of Monster Jam’s current consumers can be leveraged. The next step involved researching trends in variables such as: Online purchase patterns, behavior and demographics (Prisms, Ticket Sales, Ticketmaster.com list) Population demographics (Census) Entertainment preferences Industry and market trends Similar variables and how they applied or varied for Hispanics, young adults ages 18-34, and families with children ages 3-17, in Miami were examined. The rationale behind this intricately-funneled method is to identify patterns and trends within these markets that may help determine which outlet may allow seizing for opportunities that may otherwise be overlooked. Company Analysis Producing its shows in over 65 countries and 6 continents Feld Entertainment is the largest provider of family entertainment in the world. Feld produces shows such as Disney on Ice, Ringling Brothers Barnum and Bailey and Live Motor Sports events. Feld Motor Sports, started by Feld Entertainment, is the largest producer of love motor sport events. The largest live motorsport event produced by Feld is Monster Jam. It is the world’s most famous Monster truck show, with 98 Monster Jam events and 322 performances just in the year 2011 alone. These events are jam-packed with loud sounds and blazing speeds. It’s a place where trucks roar, crash and smash and motorcycles race and flip. A Monster Jam live show consists of two sections, a freestyle portion as well as a race. In the freestyle portion the monster trucks have the open floor and are given time to show off their skills and creativity by performing stunts. The racing portion of the competition consists of side by side racing and the first to finish with the least penalties is declared the winner. The winner of each portion then moves on in hopes of winning the ultimate prize, the World Finals Championship in Las Vegas. The Monster Jam tour usually begins during late spring each year and ends with the World Finals in March. The tour visits most major cities in the United States, Canada and Europe. The yearly total in live attendance is usually over 4 million, averaging about 35,000 attendees per show. Ticket prices for this family friendly event start at $10 for kids tickets and go up to $35 for gold club seating. Monster Jam also provides its fans with an opportunity to get up close and personal with their favorite driver during the pit party. During this time fans will have the opportunity to meet and greet the drivers, take photos and explore the racetrack before the show begins. Pit passes can usually be obtained free of charge prior to the event or for a minimal fee on the day of.
To put on a monster truck show it costs about $50,000 to stage and can gross $100,000 to $200,000 per show. According to reports, annual attendance for motor shows in 2005 and 2006 were over 4 million each year. In 2006, Live Nation reported revenues of almost $4 billion and is increasing yearly. Situation Analysis The problem that Feld entertainment is currently facing is that the Miami market is the only Monster Jam show within the state of Florida that does not sell out. This is one of the largest shows, not only in stadium capacity but truck line up as well. The show takes place in Sun life Stadium which seats up to 65,000 people. In the past years the Miami show has averaged roughly around 50,000 attendees, leaving 10,000 vacant seats. Aloud Media Group’s goal with this campaign is to capitalize on the diverse cultures in Miami and attempt to pin-point the Hispanic market to fill up the 10, 000 seats that remain empty at Sun Life stadium during this particular show. HistoryWith the hundreds of events Monster Jam puts on yearly its top 2 markets for 2011 took place in heavily Hispanic populated cities- San Antonio, TX and El Paso, TX. In the top 10 were also 3 Florida markets Jacksonville, Tampa and Orlando. Brand AnalysisMonster Jam is already an established and very popular event around the world. With this campaign we will strive to create awareness and educate the Hispanic public on this event. We need to engage fans and build rapport in order to establish a relationship with a consumer who will be loyal and return to these shows on a yearly basis. Current Positioning and Values“Monster Jam is the perfect sports entertainment brand that mixes racing, showmanship and the ultimate fan experience into one incredible show. Matched by no other family entertainment property, Monster Jam electrifies the crowd with the breathtaking stunts and the awesome power of the world’s most popular monster trucks.” The creators who make Monster Jam a reality simply value their fans and are grateful for their love and support. “Unlike traditional sporting events or other family entertainment shows, every fan attending a Monster Jam event is given the unique opportunity to meet the stars of the show during the ‘pit party’ and autograph sessions.” http://www.monsterjam.com/Media/
Brand FunctionMonster Jam is a live motor sport event meant to provide a night of exhilarating family fun and entertainment. Competitive Analysis After analyzing Monster Jam’s current demographic and user, it was imperative to single out the main competitors to Monster Jam. Since Monster Jam is the only show of its kind featuring monster trucks and performers, the competition was divided into both direct and indirect competitors based on their schedule’s for the 2012 season with each showing their strengths and weaknesses. Globally, Monster Jam is the world’s most famous monster truck show and is known internationally for its fun- interactive shows. Each driver has built his/her own fan base and is given a chance to meet and greet their fans worldwide. Aloud Media Group was able to determine direct competitors as any family-oriented show that also appeals to adults between the ages of 18-49 and is running or showing during the same time as Monster Jam. The South Florida Monster Jam show this upcoming season will be on February 11, 2012. Direct Competitors:1. The Fair: Miami-Dade County Fair & Expo. The Fair is run by a private, non-profit organization and is dedicated to promoting education and South Florida agriculture. Currently in its 60th anniversary, The Fair has been drawing audiences back year after year for a wonderful, fun-loving family experience and allows over 40,000 local students to exhibit at the fair while raising awareness for their own causes. The Fair attracts over 500,000 consumers each year in an 18-day event that includes live entertainment, rides, games, food and competitions. Tickets range from: $25 – 50 dollars.
Multi-day event Variety of activities for all consumers of any age Promotes a safe and healthy environment in South Florida Storied history among residents of South Florida Strong sponsors, such as Pepsi, Kia Motors America Raises money for scholarships and education Weaknesses: Same show year after year Expensive Safety of consumers is questionable; there have been problems on rides in the past. Limited live entrainment Outdoors 2. South Florida Sports Events Sport events have a strong presence in South Florida, despite maybe not having the most loyal fans. South Florida is one of the few metropolitan areas in the United States to have a team represent them in all sports categories from the Miami Dolphins, Heat and Marlins to the Florida Panthers. Strengths: Multi-billion dollar industry Loyal sport fans worldwide National competitions: MLB, NBA, NFL, NHL… New State of the art venue opening slated for opening in March 2012 (Miami Ballpark) Weaknesses: Record sell-out attendance New venue may disrupt what loyal fans are used to Returns are dependant on how their season plays out/no set attendance guaranteed These are all events that are held in outdoor venues similar to the Sun Life stadium where Monster Jam plays in South Florida. All these shows have similar, loyal audiences that enjoy attending each show and can be seen as direct competition for Monster Jam. However, given Monster Jam’s loyal fans and inexpensive ticket prices, Monster Jam can inch ahead of the competition with the large-scale show that is put on at the Sun Life stadium. Indirect Competitors:Monster Jam has both an advantage and disadvantage in being produced by Feld Entertainment. Because Feld –which produces most family-oriented/style shows – produces Monster Jam we minimize “competition” a great deal. The following events are listed as indirect competition because we have the advantage of being able to promote our event to the same key audience who attends the following events. All Feld Events are designed to captivate the audience and bring about a fun experience for everyone to enjoy and scheduling normally doesn’t take away from any which event. 1. Ringling Brothers and Barnum & Bailey Circus Ringling Brothers’ Circus is probably the most famous circus in the world and attracts most of the same audience as Monster Jam. Ringling Brothers’ is divided into four different shows and tours annually. The shows are: Fully-Charged, Zing Zang Zoom, Barnum 200 and Boom A Ring Tour. From the electrifying Fully-Charged tour to the “more-kid friendly” Boom A Ring, everyone will find something for them at the circus. Strengths: Multi-day event National Tour Strong, Storied history among it’s fans Indoors Legendary acts/shows Pet and user friendly event Weaknesses: Usually more “Child-oriented” Loosing strength among the Adult 18-34 demographic that Monster Jam targets Relatively expensive tickets Research has shown that audiences don’t recognize that it provides a new show each year, and skip coming back 2. Disney On Ice Disney On Ice is arguably the most famous and fun show for children. It features Disney characters seen ice-skating through out a 2-hour show to a brief synopsis of their respective movie. This show drives crowds with excitement and hauls in new fans year after year. Due to Disney’s popularity most shows are usually at 90 percent capacity and gross large amounts of money. Each show also has merchandise from each performer, which is sold in stands around the respective arena where the shows take place. Strengths: Storied and popular show Multi-City tour with 3-4 day stays per city Famous worldwide Since it is a “Disney show” it will remain popular among all children who are fans of Disney Big production that includes pyrotechnics, smoke machines, lights and a large variety of dancers at a time. Weaknesses: Specifically marketed for children Expensive tickets for any section Marketed by Disney, giving this the largest audience among young children 3. ArenaCross Series, Nuclear Cowboyz and Monster Energy Supercross Feld Entertainment also produces three motocross series: ArenaCross, Nuclear Cowboyz and Monster Energy Supercross. All three shows revolve around dirt bikes, stunts and competitions. However, while entertaining to the same demographic of Monster Jam, these shows do not compete in the South Florida market and are only seen as an indirect competitor because loyal fans would have to travel out of the area for the show. 4. The Original Miami Beach Antique Show The Original Miami Beach Antique show is a family event and is styled as a convention for antiques. This is seen as an indirect competitor because it is scheduled to be in Miami around the same time as the Monster Jam show. If they’re fans of both shows, because Miami Beach Antique show is around the same time, it may draw business away from Monster Jam. Strengths: Popular among the adult 18-49 demographic 4 day event, at the Miami Beach Convention center Buy & Sell event, opposed to just viewing Weaknesses: Children will NOT find this show as entertaining as any of the above listed show Catered more specifically toward older adults The main advantage Feld Entertainment and Monster Jam have with the first three indirect competitors is that Monster Jam – along with any other Feld produced event – they can be promoted with fliers or volunteers discussing Monster Jam. The only restriction is that the event cannot be held at competing venues (we can not promote a show at the Bank Atlantic Center from the American Airlines Arena). Because the Monster Jam show in South Florida is the largest of the series, it is held at the Sun Life Stadium in Miami Lakes, where no other Feld show is held. Consumer Analysis The nation’s monster truck show Monster Jam has a number of 4+ million attendees every year. According to the researched conducted based on last year’s audience, the audience consists of primarily males ages 18-34 and families with children between the ages of 3 to 17. In the total 322 Monster Jam performances, 65 percent of those who attend are male. The average household income of the event’s audience is $50,984 and 54 percent of those that attended have children 17 and under. The show is targeted towards those that are family oriented and interested in motor-style activities. The majority of ticket holders are likely to have ridden a motorcycle within the last year and 50 percent reportedly are more likely to have done “do it yourself” repairs on their own vehicles. Additionally, attendees are likely to be in a household that will buy a new pick-up truck in the next year and are extremely likely to own a motorcycle.
Miami’s Monster Jam is the only show that does not sell out in Florida. The Hispanic market has a strong presence in the area and differs from the typical Monster Jam consumer. The event is advertised as “the second largest family touring show in the world” and over half of the current demographic of the event’s attendees bring their children. Through secondary research, the Hispanic market has been deemed to strongly value family relationships so a family show is of interest, however monster trucks are stigmatized as more of an American tradition. It has been found that Hispanics are less likely to respond to an all-English marketing campaign, suggesting that a segmented approach is more successful (according to an analysis made by the consulting firm Focalust). The language barrier needs to be taken into consideration for this market since many times a campaign’s message is lost when translated word-for-word. This market is also difficult to target because of the variety of Hispanic cultures that reside in Miami. A typical consumer for this market is difficult to determine since different cultures equate to different values and interests. Finally, based on past ticket sales, the Miami market for this event contains a large amount of impulse/cash buyers. The show in Sun Life stadium has shown to have a significant amount of ticket sales on the day-of and are paid with cash at the window. This makes it difficult to track the demographic attending this particular show because there is no way to determine the history of these various transactions. With the research and current consumer taken into consideration, the target market consists of mainly Hispanic families with children the ages of 17 and under that enjoy family outings and live shows. Also, the show aims to target young adults ages 18-34 that enjoy live performances and motor-style activities. In a study conducted by the Telemundo Communications Group, Young Latino Americans proved to be fast growing and a very important market to target in South Florida. They also have distinct characteristics that need to be taken into consideration when communicating with this demographic. A young Latino American was defined as someone who lives in the United States but is of Latino origin. Language plays a big role with this particular group since the setting is what determines which language they prefer to speak. The study states that more than half choose to speak Spanish while at home and with family but majority prefer to speak English while at work or school. This group is also very technologically connected and has high mobile usage. This in turn suggests that this is a demographic that multi-tasks and is constantly on the go. They are well connected and very proud of their bi-culture.
To identify attitudes, behaviors, perceptions and feelings of our desired target market To establish what makes a loyal fan base To determine brand positioning To determine the best communication tools Primary Research is paramount to the success of Aloud Media Group’s Monster Jam campaign for a multitude of reasons. Our overall objective is to fill the 10,000 empty seats at Sun life’s Stadium for Monster Jam, and our strategy for achieving this involves reaching out to South Florida’s increasingly large Hispanic audience that is not within Monster Jam’s average demographic. Primary research will give us important insight into the mind of the Hispanic community by answering questions about who these people are, what activities they enjoy, what may cause them to return year after year, and more specifically what we can do to make Monster Jam irresistible to them. Aloud Media Group will utilize a total of three diverse methods of research that we feel will directly result in determining everything we need to know about both our current user demographic as well as our desired target market. We will integrate two-way communication by effectively communicating the client’s desired message and image to the public in order to achieve preferred goals. While doing so, we will intricately evaluate feedback which is crucial in establishing precisely what the desires and needs are of our target market. Through qualitative and quantitative research we plan to conduct an experiment, distribute surveys/questionnaires and administer focus groups/ in-depth interviews. Methodology Our agency will begin conducting primary research by distributing two types of surveys/questionnaires. The first survey will be concise and to the point. This survey is simply a starting point and a means of determining what role Monster Jam plays in the lives of the Hispanic market or if it plays any role at all. We will initiate intercepts at various locations in which the Hispanic population is the majority, such as the Dolphin mall and FIU’s campus including both North and South. We will ask questions like, “Have you ever heard of or attended a Monster Jam event”, “What is the first thing that comes to mind when you think of MJ”, and “Is this an event you would be interested in attending.” We will continue by evaluating and compiling results to create a more in-depth survey that will include a wide array of questions geared towards determining more specific wants, needs and causes that have directly shaped the way people view Monster Jam. These explicit surveys will be distributed through use of social media and directed towards not only the Hispanic market but also Monster Jam’s most loyal fan-base by incorporating both Spanish and English material. We have created an agency Facebook that explains in grave detail the intentions and goals for Aloud Media Group. In keeping up the Facebook page we will study Monster Jam’s interaction with their most loyal fans and gradually build rapport by word of mouth. In turn, we will survey those specific people in order to get facts, feelings and opinions that will help shape the tone of our campaign. After evaluating our findings, we will then recruit participants for our experiment as well as focus groups and in-depth interviews from FIU’s campuses, social media and heavily Hispanic populated locations. The experiment will begin by administering a pre-test to establish what participants think and how they feel about the event. A short video on Monster Jam will be shown and a post-test will be given to determine exactly how they felt after watching the clip. The post-test will ask questions about what emotions were triggered before, during and after exposure. Our goal in conducting this experiment is to determine the best way to “frame” our advertisements and to discuss feelings, attitudes and perceptions so we can reach our targeted market. Our focus groups and in-depth interviews will be very similar to the way in which we administered our experiment in that our goal is still consistent in determining feelings, attitudes, perceptions, implications and truly establishing the “why” that leads people to feel a certain way. These research methods are perfect for getting into the minds of our participants in a group as well as one-on-one setting to directly produce results. 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