AAFES is singing a new tune with innovative marketing

Dallas —An innovative and cost-effective retail marketing initiative is under way at the Army and Air Force Exchange Service, where the customer base has been enlisted to aid in creating advertising that will be used throughout 2009.

Unlike other large retailers who pay huge fees to advertising agencies for the creation of clever slogans or the rights to familiar songs intended to resonate with targeted demographic groups, AAFES has appealed directly to the creativity of its customers with a contest that encourages them to perform an original rap or jingle about the retailer.

The song or rap lyrics must be family friendly, and content should fit within four broad themes, such as what AAFES means to the individual, the benefits the organization provides, how AAFES saves customers money or what AAFES means to the military community.

The deadline for submissions is Oct. 3 and judging by a panel of active duty military personnel assigned to AAFES’ Dallas headquarters will take place in late October with winners announced in November. Submissions will be judged on style and creativity, suitability to be an AAFES official jingle, overall performance quality and the ability to tie in with AAFES themes such as community and value.

“Ultimately, 12 of the best entries will be incorporated into AAFES’ marketing efforts throughout 2009,” said chief marketing officer Mat Dromey.

A different jingle or rap will be aired each month on AAFES’ worldwide television and radio networks. “We’re not sure what we are going to get out of it at the end of the day, but what we are really most concerned about is connecting with our customers,” Dromey said.

The idea for the contest sprung from AAFES’ ongoing efforts to create a strong sense of community with its unique customer base, which includes active duty military personnel and retirees who are qualified to shop at exchange stores and on the retailer’s Web site.

According to Dromey, AAFES customers have a stronger affinity to their base exchange stores than a civilian feels toward their local Wal-Mart or Target, due to the fact that profits generated by AAFES retail operations help fund a wide range of military morale, welfare and recreation programs. “They really believe that the exchange is ‘my’ store,” Dromey said.

To promote participation, AAFES is offering a prize of $500 to the 12 winners. In addition, posters touting the contest are displayed in stores and there are spots airing on the AAFES in-store network known as EX TV. An upcoming circular scheduled for the week of Sept. 19 will also call attention to the contest.

“We expect to receive the majority of rap/jingle submissions as we get closer to the October deadline,” Dromey said.