Vans uses promotion so the target market can know about products such as sneakers, apparel and ultimately to buy products. The company makes sure that their potential customers and target market has them in mind when shopping for products. Vans has many ways in which they use promotion to encourage customers to buy their products:
Vans uses advertising as a form of paid promotion to make sure the audiences knows about their products. Advertising like the one in this magazine is expensive but the cost per contact is worth the expense if, the target market consumers buy the product. This is an example of persuasive promotion because the ad wants to appeal to the senses so the target audience will buy the product. In the AIDA concept, this may be used in the desire stage to attract consumers over competing products.
Vans uses its Facebook & Twitter pages to create good publicity with its consumers. It uses these websites to interact with the consumers and to find out how many might be willing to buy their next product. Social media websites are good public relations tools.
Vans uses sales promotions like the “Vans Classic Tales” promotion to encourage consumers to buy their classic sneakers like Vans Slip-ons, Authentics or Eras. On http://www.vans.com/classictales/ the company asks consumers who have had great memories of wearing Vans shoes to tell a story about one of those memories. This sales promotion is also to encourage potential consumers to buy and trust classic Vans shoes.
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