Nmdl presentation
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American Eagle aims to market party clothing to college women through social media. The strategy involves using Instagram, Socialcam and Google Adwords to target 18-25 year old female college students. Competitions on social media will offer rewards to users who post photos and videos in American Eagle clothing and tag the brand. The budget is $35,000 per month.
Nmdl presentation
- 1. Photo credit: http://www.ae.com An American Eagle Outfitters Digital Marketing Strategy. By: Kelsey Siler LIVE LUXE
- 2. TARGET MARKET Female college students Ages 18-25 On a budget Trendy, but smart Want to be in style Photo Credit: http://www.eduguide.org/library/vie warticle/2049 Like to go to bars/parties Have to have the latest technology Photo Credit: http://www.ae.com/web/guides/dressg uide.jsp?catId=cat5900037
- 3. KEY PERFORMANCE INDICATORS Increase in purchases of party outfits Measure as units sold Total number of units sold per year, with returned items subtracted from that total Increase awareness of product Measure by number of clicks on Google Adwords Gain followers on Instagram Move up leaderboard on Socialcam
- 4. THE BIG IDEA: LIVE LUXE Female college students want to look cute, but not spend a ton of money Using social media to market to college students Girls in cute party Photo Credits: http://www.ae.com outfits, having fun with no worries on their minds
- 5. INSTAGRAM Photo Credit: http://weheartit.com/entry/24673663 User takes photos on Smartphone Can upload to Instagram or other social networking sites Ask target to upload pictures in our clothing Photo Credit: http://articles.latimes.com/2012/apr/09/business/la-fi-tn- Tag our company in breaking-facebook-buying-instagram-for-1-billion-in-cash-and-stock- 20120409
- 6. SOCIALCAM User records short videos on Smartphone Can be shared with social media sites Used in conjunction with Photo Credit ^http://reviews.cnet.com our Twitter and Facebook /8301-19512_7- 57427678- 233/socialcam-vs-viddy- profiles on-ios/ Upload and tag us on Photo Credit: Facebook or Twitter http://www.mactrast.com/2011/03/socialcam-a- new-iphone-app-to-share-videos-with-friends/
- 7. PUTTING IT TOGETHER Competitions with different themes Examples: Christmas party outfits, best friends photos/videos, wedding photos, summer night videos, etc User will upload pictures and videos in our clothing Offer coupons and gift cards a as rewards Both are applications on Smartphone's Photo Credit: http://web.stagram.com/n/americaneagle/
- 8. GOOGLE ADWORDS Use Google Keywords will include: Going out shirts Adwords to draw Party outfits customers to our Party clothes website Holiday party dresses Birthday dresses Party shirts Dark skinny jeans Dark jeggings Going out skirts Sequin shirts Party heels Photo Credits: http://www.ae.com Colored Jeans
- 9. BUDGET Includes cost of planning, implementation, media involved and all other aspects $250 per hour 150 hours per month $35,000 per month Willdecrease after initial planning & implementation Photo Credits: http://www.thesocialbureau.com/blog/frontpage/and-if- 2012-was-the-year-of-start-ups-acquisitions-autodesk- buys-socialcam/ : http://7dias7noches.net/blog/twitter- tambien-queria-comprar-a-instagram.html/instagram- logo-2 : http://find.mapmuse.com/brand/american- eagle
- 10. SUMMARY American Eagle has primarily been known for comfortable clothing Plan to market party clothing and nicer outfits to college students Target audience already trusts AEOs expertise elsewhere Using Social Media sites and Google Adwords to draw in