MARKETING STRATEGY ACTIVITY OVERVIEW EVENT BREAKDOWN ALTERNATE DISTRIBUTION NETWORK February recap additional info SMOKE HOUSE SOCAL D IGI TA L PA RT N E R S A D N AC T I VAT ION S R E PORT I NG 12 22 26 42
TABLE OF CONTENT OVERVIEW
MARKETING STRATEGY
will continue ”Moving the Culture Forward” and further integrating the brand into the lives of Adult Tobacco Consumers (ATCs) by amplifying our Smokehouse Social (SHS) and Alternate Distribution Network (ADN) programming via digital platform expansion.
SMOKEHOUSE SOCIAL
Smokehouse Social (SHS) will evolve to focus on opportunities to create and share stories that resonate with ATCs through content development/distribution across multiple platforms. The content strategy will be the focal point of all event programming and the tool utilized to activate within Alternate Distribution Network (ADN).
INFLUENCERS
To continue leveraging the brand loyalty created between Backwoods and the current brand audience, Backwoods’ will continue to partner with influencers from the Hip Hop space. However, in FY23 Backwoods will include partnerships with influencers from the Comedy, R&B, and Fashion space to appeal to a broader ATC demographic.
MERCHANDISING
To legitimize Backwoods as a lifestyle brand among a diverse demographic, Backwoods will launch a merchandising program facilitated through the ADN channel.
ALTERNATE DISTRIBUTION NETWORK
Will continue leveraging the brand loyalty created between Backwoods and its core Hip Hop audience. However, in FY23 Backwoods will expand our network of strategic partnerships within our ADN channel to include Comedy, R&B, and Fashion spaces to appeal to all aspects of our broader ATC demographic.
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PROGRAM OVERVIEW
CATEGORIES
Small Planned Events
Smoke House Social
Tentpole
ADN Activation
KEY MARKETS
Atlanta
Charlotte
Detroit
Houston
Los Angeles
Miami
New Orleans
ACTIVATION ELEMENTS
Brand Ambassadors
Custom Signage
On-Site Trial
Branded Event Kit
Premium Merch
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ACTIVITY OVERVIEW
FY23 activity continued into February 2023 with activations across all markets, integrations with key podcast partners and our ADN partners.
Backwoods continues to integrate into popular culture through strategic alignments that provide seamless and authentic connection to our core ATC.
As a featured partner, Backwoods’ placement included:
Signage
• Brand and tagline mentions
Brand integrations
Digital presence within social profiles of prominent influencers and celebrities
DIGITAL NETWORK: 20M
SOCIAL ENGAGEMENTS: 2M
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THE NUMBERS
Due to Backwoods’ authentic positioning with our partners, we go beyond traditional measuring. With unconventional partners, quantifying our analytics goes beyond backend metrics. In order to gain a more accurate view of Backwoods’ digital positioning, we include the following metrics within our engagement numbers:
• Likes
• Views
• Comments
• Listens/downloads
These numbers are sourced from not only our partners, but attendees and various accounts that may post about the brand while at the aforementioned events.
To paint the full story of Backwoods’ digital positioning, we also include the digital network information from the aforementioned accounts as well as any digital placement. These numbers can include:
• Follower count
• Digital media monthly unique visitors
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THE NUMBERS
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SOW # of Events # February Events Executed # YTD Events Planned # Remaining EVENT CATEGORY SMOKEHOUSE SOCIAL 40 3 8 32 EVENT KPIS DIGITAL NETWORK ENGAGEMENTS Smoke House Social Showcase 22,500 1,031,700 1,423
THE SHHH! SHOW
DIGITAL NETWORK: 1M
SOCIAL ENGAGEMENTS: 876
The live entertainment series, The Shhh Show returned on February 14th at The Buckhead Theatre. The show, created to launch the careers of undiscovered talent, allows amateur artists to perform in front of a critical crowd for a cash prize.
The Backwoods brand has long been a supporter of the “Live From the Apollo” style talent showcase with branding prominently integrated on stage.
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DIGITAL NETWORK: 8k
Wildly popular ADN location, King of Diamonds was selected in FY22 as one of 6 locations to create a Collector’s Edition customized Backwoods pack. After 16 months of development, the products are available for sale at the respective locations. On Friday, February 17th Backwoods celebrated the launch of the KOD Collector’s Edition pack with much fanfare.
KOD COLLECTOR’S EDITION LAUNCH PARTY
ATCs were welcomed to enjoy the sights and sound of KOD complete with custom designed pack replica bottle carriers, money holders and money bands. VIPs were hosted in the custom Backwoods branded area as KOD officially began sales of their custom product.
DIGITAL NETWORK: 23.7K
SOCIAL ENGAGEMENTS: 547
LOCALS ONLY
Locals Only presents The Corner Store Legend Concert, an underground series showcasing talent from various genres. ADN partner, The Local Seat produces the event for emerging artists as an opportunity to experience the art and process of performance and stage shows.
Each artist/performer is hand selected and given criteria for their show. A winner is selected and wins a cash prize.
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PODCAST INTEGRATIONS
Throughout February, our digital presence continued to increase with the help of our podcast partners. Our partners continued to engage their respective audiences with authentic use of the brand, leading to consistent interaction with followers and viewers / listeners.
85 SOUTH
DIGITAL NETWORK: 16.8M
SOCIAL ENGAGEMENTS: 1M
Digital partner, 85 South officially relaunched its partnership with the brand in February 2023. The comedy trio continues to organically integrate Backwoods into the show as they welcome special guests. February guests included Jacquees, Deon Cole and Symba.
BIG FACTS
DIGITAL NETWORK: 2.8M
SOCIAL ENGAGEMENTS: 2.2K
Our digital partner, Big Facts continues to entertain and stay authentically connected to the culture. During the month of February, guests included Lil Harold, Yung Joc, and Lyfe Jennings.
EVENT KPIS DIGITAL NETWORK ENGAGEMENTS PODCAST PARTNERS 10,500 19,600,000 1,002,200
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THE NUMBERS SOW # of Events # Febuary Events Executed # YTD Events Planned # Remaining EVENT CATEGORY ALTERNATE DISTRIBUTION NETORK 139 16 139 0 EVENT KPIS DIGITAL NETWORK ENGAGEMENTS Alternate Distribution Network 12,000 1,530,800 562,800
NEW MUSIC MONDAYS
Stankonia
DIGITAL NETWORK 451.7K
SOCIAL ENGAGEMENTS: 1.4K
Well-respected Coalition DJs hosts a weekly New Music Monday artist showcase at Stankonia, home of the legendary hip hop group, Outkast. The showcase allows artists to perform for industry executives and receive feedback. The event is live streamed on Instagram and YouTube. Due to the popularity of the event and the loyal grassroots following that these artists have amassed, Backwoods continues to show up digitally with a strong presence.
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CULTURE SHOCK MONDAYS
LOCAL SEAT
DIGITAL NETWORK: 42.7k
ADN partner, Local Seat hosts a series of thematic events throughout the month aimed at supporting and amplifying artists by providing a performance platform. Audiences filled with ATCs, label executives and artists alike enjoy performances by some of Houston’s most promising emerging artists. It’s about the energy in the room as the audience collaborates to give feedback and ensure the artists have what it takes to succeed at the next level.
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Well-known Atlanta gentleman’s club, Allure hosts the weekly Monday War Mondays. ATCs are invited to enjoy the sights and sounds and a friendly competition to display the largest table spend, a common theme in gentleman club culture. In FY 23 the addition of the Allure Collector’s pack brings an added touch for ATCs to enjoy.
Money WAR MONDAYS ALLURE
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LOUIE BOWL
OG LOUIE
DIGITAL NETWORK: 870.5K
SOCIAL ENGAGEMENTS: 534.1K
ADN partner OG Louie hosted a private Super Bowl watch party in the branded location. ATCs were welcomed into the space and enjoyed customized décor, ice sculpture, catering and the highly sought after OG Louie Backwoods pre-roll.
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AUDIOBOX PASS THE AUX
DIGITAL NETWORK: 104.7K
SOCIAL ENGAGEMENTS: 19.7K
ADN partner, AudioBox continues to keep Backwoods culturally connected through the emerging artist scene in Charlotte. AudioBox regularly hosts open format performance opportunities for artists and producers with an ATC audience to provide feedback.
In February, AudioBox hosted an R&B night on the 15th with emerging singers and a Producers’ Convention on the 21st.
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VANDAL SUPERBOWL WATCH PARTY
DIGITAL NETWORK: 61.2K
SOCIAL ENGAGEMENTS: 7.6K
ADN partner Vandal hosted a Super Bowl watch party in the high-end branded space located in New Orleans, LA. ATCs enjoyed a live DJ, the game, food and drinks keeping Backwoods connected to key cultural moments in organic ways.
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CULTURAL IMPACT
WE ARE THE Culture
Backwoods continues to have a strong presence digitally with partners even without brand executed events. Beyond partners, brand fans continue to create content showcasing the brand. Brand awareness remained top of mind in culturally relevant spaces.
DIGITAL NETWORK: 3.9M
SOCIAL ENGAGEMENTS: 3.7M
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Overall sentiment was positive. Due to the generally festive nature of the events, Backwoods was positioned as a product meant to be enjoyed and celebrated.
SENTIMENT
By placing Backwoods in culture forward events, social activity was authentic.
POSITIVE
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SMOKE HOUSE SOCIAL EVENT BUDGET
BACKWOODS FEBRUARY 2023 50 MATRIX MKTG | 51 MARKET EXECUTED # OF ACTIVATIONS BUDGET ACTUAL BALANCE SHS EVENTS The SHHH SHOW Valentines Day Show Atlanta 1 31,445.00 31,445.00 0 KOD Pack Design Launch Party Atlanta 1 31,445.00 31,445.00 0 Local's Only Concert Houston 1 31,445.00 31,445.00 0 # OF ACTIVATIONS EXECUTED # OF ACTIVATIONS BUDGET ACTUAL BALANCE SHS ACTIVATIONS Atlanta 15 3 471,675.00 104,249.04 367,425.96 Charlotte 2 0 62,890.00 0.00 62,890.00 Detroit 3 0 94,335.00 0.00 94,335.00 Houston 10 1 314,450.00 31,445.00 283,005.00 Los Angeles 4 0 125,780.00 0.00 125,780.00 Miami 2 0 62,890.00 0.00 62,890.00 New Orleans 4 0 125,780.00 0.00 125,780.00 BUDGET ACTUAL BALANCE TOTAL $1,257,800.00 $135,694.04 $1,122,105.96 EXECUTED SHS ACTIVATION : BUDGET VS ACTUAL BUDGET ACTUAL BUDGET ACTUAL $1,257,800.00 $135,694.04
SHS ACTIVATION : TOTAL BUDGET VS YTD ACTUAL
SMOKE HOUSE SOCIAL EVENT ACTIVATION
BACKWOODS FEBRUARY 2023 52 MATRIX MKTG | 53 BUDGETED # OF ACTIVATIONS EXECUTED # OF ACTIVATIONS REMAINING # OF ACTIVATION SHS ACTIVATIONS Atlanta 15 3 12 Charlotte 2 0 2 Detroit 3 0 3 Houston 10 1 9 Los Angeles 4 0 4 Miami 2 0 2 New Orleans 4 0 4 TOTAL 40 4 36 BUDGETED EXECUTED REMAINING SHS ACTIVATION 40 4 36 TOTAL 40 4 36 40 36 4
ALTERNATE DISTRIBUTION NETWORK BUDGET
BACKWOODS FEBRUARY 2023 54 MATRIX MKTG | 55 MARKET BUDGET ACTUAL BALANCE ADN SPONSORSHIPS 5 Star Productions Studio Atlanta 27,410.00 22,000.00 5,410.00 Allure Gentlemens Club Atlanta 27,410.00 50,000.00 -22,590.00 Club Chic Atlanta 27,410.00 50,000.00 -22,590.00 King of Diamonds Atlanta 27,410.00 50,000.00 -22,590.00 Mean Streets Atlanta 27,410.00 20,000.00 7,410.00 Rare Sounds Studio Atlanta 27,410.00 27,700.00 -290.00 Street Executives Studio 1 Atlanta 27,410.00 18,000.00 9,410.00 Street Executives Studio 2 Atlanta 27,410.00 18,000.00 9,410.00 Strokers Gentlemen's Club Atlanta 27,410.00 17,000.00 10,410.00 Audio Box 1 Charlotte 27,410.00 28,000.00 -590.00 Audio Box 2 Charlotte 27,410.00 24,000.00 3,410.00 No Stress Charlotte 27,410.00 56,000.00 -28,590.00 Bank Rose Studio 1 - Performance Area Detroit 27,410.00 14,000.00 13,410.00 Bank Rose Studio 2 - Retail Store Detroit 27,410.00 14,000.00 13,410.00 Area29 Room 1 Houston 27,410.00 27,410.00 0.00 Area29 Room 2 Houston 27,410.00 27,410.00 0.00 Vgn Bae 1 Houston 27,410.00 14,000.00 13,410.00 Vgn Bae 2 Houston 27,410.00 14,000.00 13,410.00 Local Seat Houston 27,410.00 32,000.00 -4,590.00 Live From the Pentagon Houston 27,410.00 20,000.00 7,410.00 JetLife Studios 1 New Orleans 27,410.00 27,410.00 0.00 JetLife Studios 2 New Orleans 27,410.00 24,910.00 2,500.00 JetLife Clothing Store New Orleans 27,410.00 22,000.00 5,410.00 Vandal New Orleans 27,410.00 40,000.00 -12,590.00 Gas House/ Lyfe Ultra Lounge Miami 27,410.00 27,410.00 0.00 # OF ACTIVATIONS PLANNED # OF ACTIVATIONS BUDGET ACTUAL BALANCE ADN ACTIVATIONS Atlanta 50 50 498,000.00 498,000.00 0.00 Charlotte 10 10 99,600.00 99,600.00 0.00 Detroit 8 8 79,680.00 79,680.00 0.00 Houston 31 31 308,760.00 308,760.00 0.00 Los Angeles 10 10 99,600.00 99,600.00 0.00 Miami 10 10 99,600.00 99,600.00 0.00 New Orleans 18 18 179,280.00 179,280.00 0.00 Oakland 2 2 19,920.00 19,920.00 0.00 TOTAL 139 139 $1,384,440.00 $1,384,440.00 EXPENSE SUMMARY BUDGET ACTUAL BALANCE ADN SPONSORSHIP $685,250.00 $685,250.00 $0.00 BUDGET ACTUAL BALANCE ADN ACTIVATION $1,384,440.00 $39,840.00 $1,344,600.00 TOTAL $2,069,690.00 $725,090.00 $1,344,600.00 ADN SPONSORSHIP: BUDGET VS CONTRACTED $685,250.00 BUDGET ACTUAL $1,384,440.00 $39,840.00
$685,250.00 ADN ACTIVATIONS: TOTAL BUDGET VS YTD ACTUAL
ALTERNATE DISTRIBUTION NETWORK BUDGET
BACKWOODS FEBRUARY 2023 56 MATRIX MKTG | 57 "BUDGETED # OF LOCATIONS" CONTRACTED # OF LOCATIONS “REMAINING # OF LOCATIONS” ADN SPONSORSHIP Location 25 15 10 BUDGETED # OF ACTIVATIONS CONTRACTED # OF ACTIVATIONS REMAINING # OF ACTIVATIONS ADN ACTIVATIONS Atlanta 50 9 41 Charlotte 10 3 7 Detroit 8 0 8 Houston 31 4 27 Los Angeles 10 1 9 Miami 10 0 10 New Orleans 18 1 17 Oakland 2 0 2 TOTAL 139 18 121 EXPENSE SUMMARY BUDGETED CONTRACTED REMAINING ADN SPONSORSHIP 25 15 10 BUDGETED CONTRACTED REMAINING ADN ACTIVATION 139 18 121 TOTAL 164 33 131 CONTRACTED # OF LOCATIONS "REMAINING # OF LOCATIONS" 139 121
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BACKWOODS FEBRUARY 2023 58 MATRIX MKTG | 59 Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 Rolling Loud Tentpole Los Angeles Sofi Stadium Rolling Loud Tentpole Los Angeles Sofi Stadium 5 6 7 8 9 10 11 Rolling Loud Tentpole Los Angeles Sofi Stadium New Music Mondays ADN Event Atlanta Coalition Djs Pass The Aux ADN Event Charlotte Audio Box Studio Allure Pack Design Launch Party SHS Atlanta Allure Money War Mondays ADN Event Atlanta Allure GasHouse Pack Design Launch Party SHS Miami Culture War Mondays ADN Event Houston Local Seat 12 13 14 15 16 17 18 Big Facts Podcast SPE Digital Atlanta Big Facts Podcast Studio 85 South Show SPE Digital Atlanta 85 South Podcast Studio Producer PowWow ADN Event Houston Live From Then Pentagon Money War Mondays ADN Event Atlanta Allure Producer Convention ADN Event Charlotte Audio Box Culture War Mondays ADN Event Houston Local Seat 19 20 21 22 23 24 25 New Music Mondays ADN Event Atlanta Stankonia 85 South Show SPE Digital Atlanta 85 South Podcast Studio Bank Rose Grand Opening SHS Detroit BankRose Apollo Night ADN Event Houston Local Seat 26 27 28 29 30 31 New Artist Showcase ADN Event Atlanta Rare Sounds 85 South Show SPE Digital Atlanta 85 South Podcast Studio Culture War Mondays ADN Event Houston Local Seat MARCH SHS Tentpole SPE ADN Event Digital Partners Misc.
THANK YOU
