nmdl final - american eagle
Post on 19-Oct-2014
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Final project for NMDL on American Eagle Outfitters.TRANSCRIPT
Digital Strategy Proposal Brandon Ventimiglia
Challenges • Competing with other clothing and
apparel stores such as Hollister and Abercrombie and Fitch
• Remaining stylish and trendy and not too expensive
• Retaining previous customers
Target Market
• 16 – 34 year olds • Stylish • Middle-to-upper class
Big Ideas/Goals
• Increase revenue by initiating a digital strategy that aims to: – Create awareness – Stimulate brand loyalty within target market – Design interactive contests to encourage
consumer engagement – Highlight product quality
Tools & Tactics – Social Media
• Fans can “share” pics of their personal style
• Fans can “like” the page or pics to receive updates
• “Invite” fans to special contests and promotional events
• Display new products, linking to website for purchase
• Fans can “retweet” to enter contests
• Fans can “favorite” to earn discounts
• AEO can tweet pics of new styles and trends
• Tweet links to contest entry sites
Tools & Tactics – Mobile App • 20% off if you “check in” at any location using the
mobile app • Ability to scan barcodes and find complementing
products • “Recently Viewed” or “You May Also Like”
capabilities • Location services to help you find the nearest store
Tools & Tactics – Internet Marketing • Website redesign to
promote easier purchasing process and receive traffic from social media
• Promote discounts and contests for new products
• Display current products
• Log in to receive recommendations and reward points
Tools & Tactics – Internet Marketing Continued
• Search Engine Optimization – Using keywords to
increase traffic to the website
– Easily align brand with product types and categories
– “men’s clothes”; “women’s jeans”
• Non-loyal consumers • New consumers • Returning
consumers
Budget
• $90 million last year • Increase in $5 million – $1 million: Google AdWords – $12,500 agency rate ($250/hr, 50hrs/week) – $3 million for contests/prizes – $987,500 mobile app/website
Key Performance Indicators
• Can be measured by: – Fans/followers on social media – Page visits and visitors on website (Google Analytics) – Online purchases – Mobile downloads – Revenue – Returning customers