||Sponsorship Heats Up The Cracker Barrel Old Country Store Exclusive Music Program
Country music fans are in for a delightful summer treat as Cracker Barrel Old Country Store and Brad Paisley team up for the Beat This Summer Tour presented by Cracker Barrel Old Country Store.
From May through August, the tour will travel to 29 cities in the U.S. and Canada with country superstar Brad Paisley and special guests Chris Young and Lee Brice. Additional dates will be announced.
Paisley, a critically acclaimed singer, songwriter, guitarist and entertainer, has earned three GRAMMYAwards, 14 Academy of Country Music Awards, 14 Country Music Association Awards including Entertainer of the Year for 2010, and three ASCAP Country Music Songwriter/Artists awards. He is a proud member of the Grand Ole Opry. Since his first #1 single in 1999 he has placed 21 singles at the top of the charts, the latest being his current single "Southern Comfort Zone." His 2012 VIRTUAL REALITY WORLD TOUR played to over one million fans in the U.S. and Europe.
Timing and good chemistry brought Paisley and Cracker Barrel Old Country Store together in this new sponsorship venture. The two have a common bond in country music, authenticity and fans. The popular restaurant and retail concept has been growing its business as a non-traditional music retailer since 2003, and is setting a new standard with this tour sponsorship. Some of the sponsorship elements include brand inclusion on tour truck fleet, website and digital promotions, meet-and-greets, in-venue signage, and on-site marketing opportunities.
"Cracker Barrel believes that sponsoring something as special as Beat This Summer Tour presented by Cracker Barrel Old Country Store is a great way to connect our guests with one of their favorite country music stars," says Cracker Barrel Marketing Manager Julie Craig. "Brad Paisley delivers an outstanding fan experience at his shows, and Cracker Barrel Old Country Store is committed to delivering an outstanding guest experience for every guest, every visit. Not only is this the largest tour integration for our exclusive music program, but also the demographics of our audiences are an exceptional match."
Paisley is proud to partner with Live Beyond by donating $1 from each ticket sale. Live Beyond is a Nashville nonprofit with a mission to provide medical care, clean water, nutritional support and development activities to impoverished communities in Haiti. Go to www.livebeyond.org for more information or to donate.
Live Nation is the national tour promoter. Beat This Summer Tour presented by Cracker Barrel Old Country Store on-sale and up-to-date information is available at www.livenation.com orwww.bradpaisley.com.
Since 2005, Cracker Barrel has released CDs with a wide variety of artists, some of which have debuted in the top three spots on a range of Billboard magazine's charts including Top DVD Music Videos, Top Country Albums, Top Christian Albums and Top Bluegrass Albums. In addition, An Evening With...Dolly earned a Recording Industry Association of America (RIAA) Gold award, Dailey & Vincent Sing The Statler Brothers won "Album of the Year" from the International Bluegrass Music Association (IBMA) (a track on that CD was nominated for a Grammy award), and Smokey Robinson's Now & Then was nominated for an NAACP IMAGE AWARD.
Cracker Barrel's exclusive music program includes CDs with Alabama, Rodney Atkins, Jason Michael Carroll, The Charlie Daniels Band, Ronnie Dunn, Edens Edge, Sara Evans, Bill Gaither, Montgomery Gentry, Amy Grant, The Grascals, Merle Haggard, Alan Jackson, George Jones, Alison Krauss & Union Station, Russell Moore & IIIrd Tyme Out, Craig Morgan, The Oak Ridge Boys, Kenny Rogers, Ricky Skaggs, Aaron Tippin, Randy Travis, Josh Turner, Wynonna, and the Zac Brown Band. For details, visit crackerbarrel.com.
About Cracker Barrel Old Country Store
Cracker Barrel Old Country Store, Inc. provides a friendly home-away-from-home in its old country stores and restaurants. Guests are cared for like family while relaxing and enjoying real home-style food and shopping that's surprisingly unique, genuinely fun and reminiscent of America's country heritage…all at a fair price. The restaurant serves up delicious, home-style country food such as meatloaf and homemade chicken n' dumplins as well as its made-from-scratch biscuits using an old family recipe. The authentic old country retail store is fun to shop and offers unique gifts and self-indulgences.
Cracker Barrel Old Country Store, Inc. was established in 1969 in Lebanon, Tenn. and operates 621 company-owned locations in 42 states. Every Cracker Barrel Old Country Store location is open seven days a week with hours Sunday through Thursday, 6 a.m.–10 p.m., and Friday and Saturday, 6 a.m.-11 p.m. For more information, visit crackerbarrel.com.
About Live Beyond
Mobile Medical Disaster Relief (MMDR) began as a response to Hurricane Katrina in 2005 with immediate delivery of medical aid and supplies to the affected regions. Since the 2010 Haiti earthquake, MMDR has worked extensively near Port-Au-Prince providing medical care, nutritional support, clean water, and micro-finance. Established as a 501(c)(3) humanitarian organization, MMDR has transitioned its work under a new name, Live Beyond, to reflect a broadened mission as an organization that chooses to Live Beyond ourselves our culture, our borders, and this life so that others can Live Beyond disease, hunger, poverty, and oppression.
(Source: IEG Sponsorship Report, 02/28/13)
||Engage: Teens -- Winning Over Skeptics With Cause Marketing
There's a lot of noise in the marketing airwaves these days about doing good. Non-profits want to build strong connections with consumers. And more brands than ever seem to be aligning themselves with a cause or building good deeds right into their businesses.
But what do teens think about all this cause marketing?
We reached out to more than two dozen teens and found them passionate about making the world a better place. Even more amazing, every single one reported being involved in volunteer work. A recent MTV survey even backs up our findings. The network found that 86% of Millennials think it's important to do "something meaningful with my life," and 66% said it was important to help "those who are less fortunate in your community."
But there's also skepticism underlying all this passion. When we asked teens to name charities they know, some had a hard time coming up with any names at all. They weren't loyal to one cause, and a few even expressed skepticism about how much companies do to benefit the world. As one teen told us, "Sometimes companies only donate 2% of the proceeds to the actual cause. I would rather volunteer seeing the change actually happen than trusting a company that might not even benefit the cause."
So how do you grab the attention of skeptical teens and win them over?
Leverage Colors and Icons
Several of the teens we interviewed struggled to name a single charity without turning to Google. But the most popular answers from teens? Names that leverage a signature color or memorable icon. Some teens described the pink ribbon to us before mentioning breast cancer. (RED), the AIDS charity, was named by a number of teens along with the American Red Cross and its iconic red cross symbol.
Turn to Star Power
The right celebrity gives a big push to your cause, and makes it memorable. A couple of teen girls kept mentioning Justin Bieber to us before coming up with the name Pencils of Promise. This education charity is giving away a school visit from the pop star with a compelling challenge: "Every $25 you give educates one child, and earns you one chance to win a visit from Justin."
Don't Forget Quality and Fashion
Nearly all the teens told us they’d buy goods that benefit a good cause, and most are even willing to spend a bit more on these items. But they told us quality counts. And it needs to be desirable on-trend merchandise. "It makes the product more appealing if some of the proceeds go to charity," one teen told us. "But if I don't want the product, then I would donate my money to a charity myself."
Show the Movement. Show the Results.
TOMS, a favorite among teens we interviewed, wins fans with simple, powerful storytelling: "With every pair you purchase, TOMS will give a pair of new shoes to a child in need." And the Spring 2013 online catalog makes joining the TOMS movement irresistible. Still images and embedded videos show children in Cambodia receiving shoes and highlight all the charitable work of TOMS' local giving partners. It tells the emotional story and makes consumers feel like they were part of the trip.
So is your cause marketing as memorable as it could be? Are you telling a convincing story?
(Source: Maruchi Santana, Chief Client Officer/Insights at Parham Santana, Mediapost, 03/07/2013)