TABLE OF CONTENT OVERVIEW
MARKETING STRATEGY ACTIVITY OVERVIEW EVENT BREAKDOWN ALTERNATE DISTRIBUTION NETWORK January recap additional info
SMOKE HOUSE SOCAL SMA L L P L A N N E D E V E N T S 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 18 22 26 40
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 kicked off in January 2023 with activations across key markets, through ADN activations, SHS events and engagement with podcast 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
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THE NUMBERS
Due to Backwoods’ authentic positioning within 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 the brand while at the aforementioned events.
To paint the full story of Backwoods’ digital positioning, we also include reach 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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SOW # of Events # January Events Executed # YTD Events Planned # Remaining EVENT CATEGORY SMOKEHOUSE SOCIAL 40 1 7 33 Total 40 1 7 33
THE NUMBERS
Coalition DJs hosted their 15th year anniversary
Social Reach: 10.1MM
Social Engagements: 71.3K
Backwoods’ brand partner, Coalition DJs hosted their 15th year anniversary party at Believe Hall in SW Atlanta. Coalition DJs have long contributed to music culture not only in Atlanta but internationally and are frequently instrumental in amplifying new artists. Every January, Coalition DJs celebrate their anniversary complete with a panel and music showcase that features several well-known artists they were instrumental in cultivating as well as a new crop of emerging artists.
This year featured, Young Dro, Erica Banks and a host of others.
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SOW # of Events # January Events Executed # YTD Events Planned # Remaining EVENT CATEGORY SMALL PLANNED EVENTS 199 0 83 116 Total 199 0 83 116
THE NUMBERS
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PODCAST INTEGRATIONS
Throughout January, our digital presence continued to increase through our podcast partners. Our partners continued to engage their respective audiences through authentic use of brand leading to consistent interaction with followers and viewers/ listerners
Podcasts featured:
• Big Facts social reach: 2.8M+ (between hosts and podcasts)
BIG FACTS
Social Reach: 4.6K
Social Engagements: 1.1M
Digital partner Big Facts started the year off strong with the start of their new season. Kicking off the season with influential Atlanta entrepreneur Ryan Glover, the Backwoods brand was prominently featured to a massive diverse audience.
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THE NUMBERS
SOW # of Events # January Events Executed # YTD Events Planned # Remaining EVENT CATEGORY ALTERNATE DISTRIBUTION NETORK 139 4 102 33 Total 139 4 102 33
Social Reach: 12.9K
CULTURE SHOCK MONDAYS
Culture Shock Mondays is an open format performance platform for creatives to showcase their talents. For over 5 years, audience filled with ATCs, label executives and performing artists alike have graced the stage. It’s about the energy in the room as everyone works together to give live feedback and put their best foot forward to show the crowd, they have what it takes
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NEW MUSIC MONDAYS
Social Reach: 4.6K
Social Engagements: 1.1M
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, 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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No Stress The Garage
Social Reach: 4.6K
Social Engagements: 1.1M
ADN partner, No Stress Academy kicked off their monthly series, “The Garage”. This month’s feature was DJ Jam Session featuring live performances and creating a space for DJs and artists to collaborate on new music and mixes.
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CULTURAL IMPACT
WE ARE THE CUTURE
Backwoods continues to have a strong presence digitally beyond our partners. Brand awareness remained top of mind in culturally relevant spaces. For example, up and coming rapper Lady London freestyled with a clear mention of Backwoods lending to the brand going beyond the traditional audience and demographics.
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SENTIMENT
POSITIVE
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.
In choosing to place Backwoods in culture forward events, social activity was authentic.
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SMOKE HOUSE SOCIAL EVENT BUDGET
BACKWOODS JANUARY 2023 44 MATRIX MKTG | 45 MARKET EXECUTED # OF ACTIVATIONS BUDGET ACTUAL BALANCE SHS EVENTS Coalition DJs 15th Year Anniversary Atlanta 1 31,445.00 41,359.04 -9,914.04 # OF ACTIVATIONS EXECUTED # OF ACTIVATIONS BUDGET ACTUAL BALANCE SHS ACTIVATIONS Atlanta 15 1 471,675.00 31,445.00 440,230.00 Charlotte 2 0 62,890.00 0.00 62,890.00 Detroit 3 0 94,335.00 0.00 94,335.00 Houston 10 0 314,450.00 0.00 314,450.00 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 FALSE $31,445.00 $1,226,355.00 SHS ACTIVATION : BUDGET VS ACTUAL BUDGET ACTUAL BUDGET ACTUAL $1,257,800.00 41,359.04
SMOKE HOUSE SOCIAL EVENT ACTIVATION
BACKWOODS JANUARY 2023 46 MATRIX MKTG | 47 BUDGETED # OF ACTIVATIONS EXECUTED # OF ACTIVATIONS REMAINING # OF ACTIVATION SHS ACTIVATIONS Atlanta 15 1 14 Charlotte 2 0 2 Detroit 3 0 3 Houston 10 0 10 Los Angeles 4 0 4 Miami 2 0 2 New Orleans 4 0 4 TOTAL 40 1 39 BUDGETED EXECUTED REMAINING SHS ACTIVATION 40 1 39 TOTAL 40 1 39 40 39 1
ALTERNATE DISTRIBUTION NETWORK BUDGET
BACKWOODS JANUARY 2023 48 MATRIX MKTG | 49 MARKET BUDGET ACTUAL BALANCE ADN SPONSORSHIPS 5 Star Productions Studio Atlanta 27,410.00 27,410.00 Allure Gentlemens Club Atlanta 27,410.00 27,410.00 Club Chic Atlanta 27,410.00 27,410.00 King of Diamonds Atlanta 27,410.00 27,410.00 Mean Streets Atlanta 27,410.00 27,410.00 Rare Sounds Studio Atlanta 27,410.00 27,410.00 Street Executives Studio 1 Atlanta 27,410.00 27,410.00 Street Executives Studio 2 Atlanta 27,410.00 27,410.00 Strokers Gentlemen's Club Atlanta 27,410.00 27,410.00 Audio Box 1 Charlotte 27,410.00 27,410.00 Audio Box 2 Charlotte 27,410.00 27,410.00 No Stress Charlotte 27,410.00 27,410.00 Bank Rose Studio 1 - Performance Area Detroit 27,410.00 27,410.00 Bank Rose Studio 2 - Retail Store Detroit 27,410.00 27,410.00 Area29 Room 1 Houston 27,410.00 27,410.00 Area29 Room 2 Houston 27,410.00 27,410.00 Vgn Bae 1 Houston 27,410.00 27,410.00 Vgn Bae 2 Houston 27,410.00 27,410.00 Local Seat Houston 27,410.00 27,410.00 Live From the Pentagon Houston 27,410.00 27,410.00 JetLife Studios 1 New Orleans 27,410.00 27,410.00 JetLife Studios 2 New Orleans 27,410.00 27,410.00 JetLife Clothing Store New Orleans 27,410.00 27,410.00 Vandal New Orleans 27,410.00 27,410.00 Gas House/ Lyfe Ultra Lounge Miami 27,410.00 27,410.00 # 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 BUDGET ACTUAL BALANCE ADN ACTIVATION $1,384,440.00 $39,840.00 $1,344,600.00 TOTAL $2,069,690.00 $39,840.00 $2,029,850.00 ADN SPONSORSHIP: BUDGET VS ACTUAL $685,250.00 BUDGET ACTUAL $1,384,440.00 $39,840.00
ALTERNATE DISTRIBUTION NETWORK BUDGET
BACKWOODS JANUARY 2023 50 MATRIX MKTG | 51 "BUDGETED # OF LOCATIONS" CONTRACTED # OF LOCATIONS “REMAINING # OF LOCATIONS” ADN SPONSORSHIP Location 25 0 25 BUDGETED # OF ACTIVATIONS CONTRACTED # OF ACTIVATIONS REMAINING # OF ACTIVATIONS ADN ACTIVATIONS Atlanta 50 2 48 Charlotte 10 1 9 Detroit 8 0 8 Houston 31 1 30 Los Angeles 10 0 10 Miami 10 0 10 New Orleans 18 0 18 Oakland 2 0 2 TOTAL 139 4 135 EXPENSE SUMMARY BUDGETED CONTRACTED REMAINING ADN SPONSORSHIP 25 0 25 BUDGETED CONTRACTED REMAINING ADN ACTIVATION 139 4 135 TOTAL 164 4 160 CONTRACTED # OF LOCATIONS "REMAINING # OF LOCATIONS" 139 135 4
BACKWOODS JANUARY 2023 52 MATRIX MKTG | 53 SHS Tentpole SPE ADN Event Digital Partners Misc. Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6 7 8 9 10 11 Money War Mondays ADN Event Atlanta Allure Trap Karaoke ADN Event Houston Local Seat New Music Mondays ADN Event Atlanta Stankonia 85 South Show Digital Partners Atlanta 85 South Podcast Studio 12 13 14 15 16 17 18 Louie Bowl 2023 (2 ADN Events) ADN Event Los Angeles OG Louie's Apollo Night ADN Event Houston Local Seat The SHHH SHOW Valentines Day Show SHS Atlanta Buckhead Theatre KOD Pack Design Launch Party SHS Atlanta King of Diamonds Super Bowl Watch Party ADN Event New Orleans Vandal New Music Mondays ADN Event Atlanta Stankonia Pass The Aux ADN Event Charlotte Audio Box Studio Big Facts Podcast Digital Partners Atlanta Big Facts Podcast Studio Allure Pack Design Launch Party SHS Atlanta Allure 19 20 21 22 23 24 25 Culture Shock Monday ADN Event Houston Local Seat Producer Convention ADN Event Charlotte Audio Box Studio Battle of The Dj's ADN Event Houston Local Seat Bank Rose Grand Opening SHS Detroit BankRose Money War Mondays ADN Event Atlanta Allure 85 South Show Digital Partners Atlanta 85 South Podcast Studio New Music Mondays ADN Event Atlanta Stankonia 26 27 28 Local's Only Concert SHS Houston Local Seat New Music Mondays ADN Event Atlanta Stankonia K Camp Taping ADN Event Atlanta Rare Sounds
FEBRUARY
THANK YOU
