- Bring back Warped Tour!
- A massive promotional event that drew dedicated fans every year
- Fans were heartbroken when it was discontinued
- Warped Tour is aimed at Vans’ target audience: quirky, alternative, “off the wall” people who want to express their individuality through their clothing, shoes, and concert experiences.
- Great way to promote the values of the brand
- Allows them to retain their current target audience as well as attract even more customers who may want to attend the concert for other r beasons (a passion for the bands performing, etc.)
- Incorporate traditional advertising (televised, etc.)
- Most people purchase typical black and white vans. If they had more traditional televised commercials, audiences would be able to see new products offered and more people would know that you can customize shoes. Although the target audience is teens who mostly use social media, they can broaden their target market by creating more televised advertisements. Those who are under the age of 13 and over the age of about 35 may not be as keyed into social media as teens. Most people, however, watch television and would be able to see the commercials. It was hard to find a good commercial that was legitimately produced by Vans.
- Vans has erupted in the past year or two. Many people who own Vans only have a pair or two but do not consider themselves avid Vans fans. Although Vans has very active social media pages, not everyone who owns Vans or would like a pair follows the pages. Therefore, not a lot of people will see Vans new products, promos, events, and styles.
- Expand “Passion Project” idea to their larger audience.
- Passion Project: a project where Vans’ 6,000 employees submitted their own ideas for a project they wanted to pursue. Vans then selected 3 of the projects to fully fund.
- Expand this to the larger Vans community
- Allow customers to pitch their own product/project ideas
- Fully fund
- Inspires creativity and encourages individuality, which fits right into their “Off the Wall” branding
- Reinvests profit right back into the consumer
- Demonstrates to the customers that they care about them and about their expressing their individuality
- Similar structure to the Vans’ scholarship program, but not just confined to high school students looking to pursue art. This encourages people of all ages and interests to pursue their own passions.
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