I. Introduction

II. Data

III. SWOT

IV. Music Branding Strategy

V. Managerial Mix Tape

VI. Rockstar Suite

VII. Mash Up

VIII. Pricing

IX. Closing

• Enhance marketing effectiveness

• Influence in-store behavior

• Affect consumers‟ perceptions

• Create an emotional connection

with consumers

Ultimately

• Strengthen AE brand awareness

• Enhance brand loyalty

• Drive conversion

• 300 Participants

• Qualtrics Marketing

Software

Male35%

Female65%

Gender?

Yes82%

No18%

College?

0 0.1 0.2 0.3 0.4 0.5 0.6

30+

25-29

22-24

20-21

18-19

Age?

0% 20% 40% 60% 80%

Rock

Rap

R&B

Punk

Pop

Jazz

Indie

House/Techno

Country

Classical/Instrumental

Alternative

Genres Expected

(Everyone)

0% 20% 40% 60% 80%

Rock

Rap

R&B

Punk

Pop

Jazz

Indie

House/Techno

Country

Classical/Instrumental

Alternative

Genres Expected

(AE Core Customers)

0%

10%

20%

30%

40%

50%

60%

Agree Indifferent Disagree

Brand and Music

American Eagle

Aeropostale

Hollister

Abercrombie

STRENGTHS

• First steps in

music branding

• Consensus of

musical „fit‟

OPPORTUNITIES

• Solidification of

music: brand

connection

• Online

WEAKNESSES

• Weak connection

between brand

and music

THREATS

• Misconceptions

of music

affiliation

• Competition‟s

association

with AE‟s music

Based off of concepts created by Heartbeat Inc CEO Jakob Lusensky

Goals

• Invoke specific moods

• Create an attractive shopping

atmosphere

• Encourage productivity of staff

• Influence customer/staff interactions

• Affect perceptions of total quality

• Drive sales

• Store Manager acts as DJ

• Control in-store environment with

premade, situation-specific mixes

• Fast

• Slow

• Loud Volume

• Soft Volume

• Group music into playlists organized

around beats per minute (BPM)

• Play at certain volume level based

upon present in-store situation

• Train store managers in correct usage

of MMT

• Manager‟s discretion to manipulate

setting to optimize the store situation

• Simple random sample of 100 stores

for pilot program

• Comparison of pilot stores‟ average

revenue growth relative that of control

stores

• Wider implementation pending positive

results

• Remodel changing rooms

• Our vision: rocking out to AE College

Radio in new AE apparel

• Create an enjoyable, interactive experience

• Create a competitive edge for AE

• Create an innovative in-store experience

• Drive in-store profits and conversion

0% 10% 20% 30% 40% 50%

Upbeat

Quality

Innovative

Friendly

Classy

Bold

AE Characteristics

Disagree

6%

Indifferent

20%

Agree

74%

Do you like to try new things?

Yes

62%

No

38%

Do you enjoy being Photographed?

0% 10% 20% 30% 40% 50%

Always Alone

Sometimes Alone

Sometimes with others

Always with others

Do you prefer to shop alone or with others?

0% 20% 40% 60% 80% 100%

Other

Tumblr

Reddit

Twitter

MySpace

LinkedIn

Google+

Flickr

Facebook

4Square

Social Networks

• Create a unique in-store experience

• Drive in-store sales

• Connect the AE brand with your music

• Viral advertising

• Strengthen brand awareness

• Drive conversion

• Number of customers entering

Rockstar Suite

• Songs played

• Photos uploaded online

• Increase in sales for particular stores

with Rockstar Suite

• Involve (20-21yr old) consumers

• Increase online traffic

• Create excitement

• Drive word-of-mouth advertising

• Introduce a Mash Up contest for

college students & young aspiring DJs

• Have fans vote online for their favorite

mash up

• Announce contest (6 week run time)

• People allowed up to 5 song

submissions

• AE judges narrow the field to top 20

• Voting on AE website (2 week run time)

• Prize breakdown for Top 10

• Increase brand awareness/ internet

traffic

• Control download costs

• Standardize competition

• 12 On-Campus “AE Mash Up Block Party”

• Offer the top 5 DJ‟s an opportunity to tour

• Involves utilizing AE‟s network of College

Representatives

Contest

• Contest participants

• Increase in web traffic

• Number of votes cast

• Increase in social media engagement

Block Party

• Number of attendees

• Revenue increase in surrounding

stores

Based off of concepts created by Heartbeat Inc CEO Jakob Lusensky

Total Cost for Mix Tape $ 0

Total Cost for 170 AE Rockstar Suites $ 739,491.50

Total Cost for Mash-Up $ 275,100.00

Total Cost for Mash-Up Block Party

(12 Cross-Country Tours)$ 480,000.00

TOTAL BUDGET $ 1,494,591.50

EXCESS CASH-FLOW $ 5,408.50

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Psychology of Music. New York: Oxford: University Press, 2008.

Print.

2. North, Adrian, and David Hargreaves. The Social Psychology of

Music. New York: Oxford: University Press, 1986. Print.

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