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
MySpace
Google+
Flickr
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
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&fea
ture=results_video&playnext=1&list=PLDDC9C00A615E7BF2>.