AAFES Marketing
g & Advertising
g Update
p
Dr. James E. Skibo
VP, Marketing & Advertising
AAFES
(rev Apr 09)
NEW!
• Corporate Branding
• Sales Flier:
• Sales
S l & margin
i / sq””
• Seeking $ drivers
• 2009 Rate Card
• New
N
media
di channels
h
l
Targeting
g
g the <2 Years Service Demo
Cooperative Outreach Events
AAFES
Collaborative Promotion of Fitness
Lifestyle
y Poster kit for Store Display
p y
AAFES
AAFES
Promotions in Media & Store Events
Iovate 1 Sponsored Clinic Event
Centrum Vitamin Price Cut
Fresh Fruit/Veggie Bulk Offering
Shoppette Snacks & Beverage Promo
Relaxation Event
Weight Watcher Cakes
Centrum Vitamin Price Cut
Vitamix Store Demos
Army Culinary Event/T‐Fal Sweepstakes
Adidas Fitness Apparel 20% Off promo
R&R Golf Shirts Price Cut
JW & Passports Athletic Wear Price Cut
PBX Pro Promo
Under Armour Product Features
New Balance Price Cut
Everlast Promotion
Shiek Store Promotion Event
BSN Sponsored Workout with Ronnie Coleman (Mr. Olympia)
AAFES
AAFES
AAFES
AAFES
AAFES
AAFES
AAFES
AAFES
AAFES
AAFES
AAFES
AAFES
AAFES
AAFES
AAFES
School Feeding Awareness Media Spots
Food Court Shopper
Shoppette Beverage & Snack Display Program
National Dental Health Month
National Heart Health Month
National Nutrition Month
FCS Dietician Info Ad: EAT RIGHT
Healthy Option Coupon Offers
Cancer Control Month
Stress4Awareness Month
FCS Dietician Info Ad:
National Mental Health Month
AAFES
AAFES
AAFES
AAFES
AAFES
AAFES
AAFES
AAFES
AAFES
AAFES
NEX, DeCA,
MCX
NEX, DeCA,
MCX
Mar‐10
Feb‐10
Jan‐10
Dec‐09
Nov‐09
Oct‐09
Sep‐09
AAFES
AAFES
Aug‐09
Marketing Plan
External Media Ad Spend
Jul‐09
DeCA, FMWRC
Jun‐09
AAFES
May‐09
Develop Common Services Logo
Apr‐09
OCR
Mar‐09
OPR
Feb‐09
Task
Jan‐09
Annual Ad Plans = Lower Spend
Weekly
y Pagination
g
2009 Pagination Master
2
Revisions to exisitng
Revisions to exisitng
Yes
Storage items
NOT a Pop-up!
Items
Per
Page
6=
3 big,
3 small
8
2
4
3
6
6
Health
6-8
5
Fitness Apparel
6
Footwear
491
80
$376
491
80
$376
488
80
$574
470
472
471
80
40
40
$418
$244
$1,795
477
80
$574
Sales
Goal/
Sq"
• Heart rate monitors, body fat monitors.
• high-end Polar and Suunto from aafes.com
• Tag Line: Want more? aafes.com
Fitness
6
4
Remarks
• EPP fitness equipment,
q p
, treadmill(s),
( ), small
hand weights, pushup bars.
• Tag Line: Want more? aafes.com
FY09 Sq"
Cover
FITNESS:
The most common resolution among all age groups and
demographics is to look better. Normally that is defined as lose
weight, exercise, diet, and feel better. Two distinct segments of
customers e merge: those who buy home equipment—normally a
treadmill—and those who join a gym
gym. Treadmill sales and gym
membership grows significantly after New Years. For the budding
“gym rat” we can cater to their common needs: clothing, gym bags,
water bottles, iPods/MP3 players and accessories, Power Bars,
smoothies, etc. This is NOT gender specific.
Dept
Content
Week 2 will focuses on the two most common New Year’s
resolutions: “Look
Look Better/Healthier
Better/Healthier” and “Get
Get Organized
Organized”. The WK02
tab caters to customer’s needs in meeting those resolutions.
No
9999999
No
Yes
aafes.com
Page
02
2 Jan 09 - 8 Jan 08
Merchandise that fulfills the most common New Year's
Year s Resolutions
New Year's Resolutions Solutions
All demographics
Fitness - Weight Loss - Look Better - Health - Christmas clearance
Commodity
Week:
Sale Dates:
Strategy:
Theme:
Targeted Demo #1:
Targeted Offerings:
Details:
Direct Mail:
Press Run:
Military Payday:
WW
Pagination Due:
Bulletins Due:
Samples Due:
Holidays
Military Star Promotion
Column Ads:
Stitched Insert - 4 Pages
up to 10
6
4
4
6-8
6
5
2
• duffle / gym bags (his / hers)
• sweat bands, head wraps,
• Nike and or Under Armor “jock stuff”
exercise accessories
Tech sports wear:
• exercise wear / gym wear
• More Under Armor “jock stuff” if appropriate
2 Apparel for women
2 Apparel for men
Athletic Footwear. Use "want more?" tag line.
Brick and mortar should have "sweet spot"
price points, aafes.com should have some
2 uppter end to show we have it.
GM
Goal/
Sq"
FY08
FY08
Sales
GM
GOAL:
FY09
Page
Sales
GOAL:
FY09
Page
GM
A New Look
• Branded:
• Stars & Bars
• Blue
• Value:
• Tax Message
• Savings
• Revenue
R
•
Seeking Limited SKUs that
generate significant
g
g
earnings
Many channels. . .ONE STORE
ONE STORE
• Multi
Multi--channel
• Gear
Gear--centric
18--25 demo
• 18
ONE STORE
• Density
D
it
• Drivers + passengers
• Offerings/Density
• Promotional
• EDLP in the mix
• aafes.com on cover
ONE STORE
• Drivers and passengers
Tabloids: Results YTD
Tabloid Sales % Change
300%
250%
2009 Inccrease
200%
150%
100%
50%
Decrrease
0%
‐50%
01
02
03
04
05
06
07
08
09
10
12
Questions?