Post on 07-Aug-2015
transcript
Digital Marketing StrategyMelissa Novak
Company Overview American Eagle Outfitters, Inc. is a leading global specialty retailers operating more than 1,000 stores in the United States, Canada, Mexico, China and Hong Kong. They ship to over 80 countries worldwide through their online website. The company offers clothing, accessories, and personal care products under their two brands, American Eagle Outfitters and Aerie.
1977 1991 2000 2001 2010 2012
Company Grows 153 Promotional Record Net International New CEOfounded stores Campaign Income: locations w/ TV Shows $105.5 mill
Target Market
American Eagle Outfitters: -The target audience of the brand is men and women ages 15-35. -This age range includes the world’s most prominent users of social media, online resources, and smart phones.
Aerie:-The target audience of the brand is 15-21 men and women. -Made for younger girls and focused on lingerie and sleepwear
Retail Competitors
SWOTSTRENGTHS -Simple designs -Friendly atmosphere -Multiple sale days -Catchy Logo-Catchy brand name-Pricing power over consumers
WEAKNESSES-Stores only in larger cities-Economy spending-Generally high prices versus competitors -Lack of scale vs. rivals (increases costs)-Younger consumers
OPPORTUNITIES -New retail stores constantly opening worldwide-Online store-New markets for children age 2-10-Can use financial leverage to expand the business-New Markets for products -Create discount stores
THREATS- Abercrombie & Fitch Lawsuits- Similar products for cheaper prices at
different stores- Intense competition- Economic slowdowns - High gas prices are hurting retailers
Marketing Objectives
-Increase positive brand awareness and recognition by 25% over two years -Expand Internet marketing to increase online sales by 5%
Revamp Brand Image
Objective- Refocus the public’s image of the brand to gain a 25% increase in positive awareness increase net sales by 5-10%
Tactic- “Casual Clothing” Campaign • Year long campaign to remind public of the brands image• Highest quality casual wear with the convenience of being
trendy, fashionable, and comfortable. Media- All will focus and project the new “image” • Print• Store Front• Ads
Increase Internet Marketing
Objective- Increase sales from E-Commerce by increasing Internet and social media usage
Tactics- Increase online usage• Digital advertising (Google Ad Words, SEO )• Facebook Advertising (more posts and interaction)• Link social media with other companies to increase
awareness • Online only sales and benefits • Utilize bloggers and their connections/audience
Monitoring & Control
What to Monitor• Google Ad words and the
budget given • SEOs and their relevance • Net sales online and in
store• Increase or decrease in
followers/likes• Expenses • Heart/Mind/Market share
Predicted Outcomes
• More followers and customers of the brand
• Increased sales in store• Increased sales online • Positive feedback
increases profit from Google Ad Words
• Increased audience from blogosphere