I. IntroductionII. DataIII. SWOTIV. Music Branding StrategyV. Managerial Mix TapeVI. Rockstar SuiteVII. Mash UpVIII. PricingIX. 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?

30+

25-29

22-24

20-21

18-19

0 0.1 0.2 0.3 0.4 0.5 0.6

Age?

Rock

Rap

R&B

Punk

Pop

Jazz

Indie

House/Techno

Country

Classical/Instrumental

Alternative

0% 10% 20% 30% 40% 50% 60% 70% 80%

Genres Expected(Everyone)

Rock

Rap

R&B

Punk

Pop

Jazz

Indie

House/Techno

Country

Classical/Instrumental

Alternative

0% 10% 20% 30% 40% 50% 60% 70% 80%

Genres Expected(AE Core Customers)

Agree Indifferent Disagree0%

10%

20%

30%

40%

50%

60%

Brand and Music

American EagleAeropostaleHollisterAbercrombie

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

Upbeat

Popular

Friendly

Casual

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

AE Characteristics

Yes62%

No38%

Do you enjoy being Photographed?

Always Alone

Sometimes Alone

Sometimes with others

Always with others

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

Do you prefer to shop alone or with others?

Other

Reddit

MySpace

Google+

Facebook

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

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

1. North, Adrian, and David Hargreaves. The Social and Applied 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.

3. Muzak. 2011. Web. <http://www.muzak.com/>.

4. 2011.Web.<http://www.prx.org/pieces/6674>.

5. 2011.Web.<http://rockrivermusic.com/>.

6. 2011.Web.<http://www.soundslikebranding.com/>.

7. 2011.Web.<http://www.youtube.com/watch?v=AYUzt0IkIe8>.

8. 2011.Web.<http://www.youtube.com/watch?v=_Rg63kZfugM&feature=results_video&playnext=1&list=PLDDC9C00A615E7BF2>.