Vans Compaign
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PromotionPlan.docxRunning head: VANS’ PROMOTION PLAN
VANS’ PROMOTION PLAN 8
VANS’ PROMOTION PLAN Name
Institution Affiliation
Date
Instructions: Follow this outline and answer the questions completely. Be sure to defend your recommendations with research and concepts from the course. Use APA format in your citations. Cite at least five resources.
I. Campaign Name and Type:
“Vans: who we are” integrated
II. Planned Launch Date:
June, 16, 2018
III. Situation Analysis (examine factors in the environment)
Athletic footwear is trending. Active, busy lifestyles.
Competitors: DC, Nike SB, DVS, Etnies, Emerica, Circa, Osiris, Adidas
Snowboarding Competitors: Burton, K2, Evo, Ride, Thirty-Two, Adidas, DC, Flow, Nitro,
Surfing Competitors: Hurley, Billabong, O’Neill, RVCA, Speedo, Body Glove, Sanuk, OluKai, NRS, Reef, Wiredsport, Under Amor, Reef, Rip Curl
IV. Primary Purpose or Marketing Objective:
From the SWOT analysis above, select an opportunity you want to pursue that can involve promotion. What is the main outcome you intend to achieve? This must be a SMART objective (specific, measurable, achievable, realistic, and time-oriented).
The opportunity that we want to pursue is develop a new product to enter the market. The new product will require promotion in order to create awareness of its existence and features in the market. Increase market share, and create a new competitive position.
V. Who is the target market you intend to reach? Complete the Target Market Persona below (See Persona handout from class):
West coast lifestyle enthusiasts. Men and women age 12-35. Customers interested in action sports. Fashionable young people.
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WHO – Name: |
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Background |
Has an affinity for “west coast lifestyle” Enjoys or is intrigued by action sports, adventure and the outdoors |
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Demographics |
Men (12-35) Women (12-30) |
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Identifiers (Preferences) |
Skater-style clothing and shoes socially liberal Lives near or has an affinity for the west coast, likely California Prefers action sports to organized sports |
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WHAT |
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Real Quotes: Challenges/Goals |
“I want to wear a brand which is reflective of my interests and intended to be used for the kinds of things I like doing” “I hate how quickly I destroy any shoes I go skate in.” “Why can’t I find a decent pair of skate shoes for under $100?” “I wish I could just slip on my shoes and go rather than spend 5 minutes putting these on.” |
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Common Objections |
“I love Vans, but I also need active wear shoes to hike and run in.” “I can’t wear Vans at work.” |
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WHY |
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Marketing Messages: How should you describe your offering to your persona? |
“Vans offers more than just skate shoes.” Vans shoes are know for there skate shoes. Vans has many more products to offer than just skating shoes. Vans offers Skiing, hiking, and biking gear. |
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Elevator Pitch: Sell your solution |
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VI. Specific Tactics
What are the specific marketing activities (tactics) for the campaign? How will you execute each tactic?
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Specific Tactic |
Execution |
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30 second video |
Use sponsored athletes in ad using Vans products in California and around the world. Promote products that most customers don’t know that we offer. |
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Print ads |
The massage on the print ads will be short and clear in order to reach as many people as possible. |
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Social media engagement |
This will include involving the prospects on a only Facebook. We are using Facebook Ad Manager exclusively because we will have the most control. Facebook and Google are the two most prominent advertising managers. |
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Live streaming |
Live streaming will enable us to engage with the views and get instant feedback. |
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Personalized Emails |
Personalized emails will enable us to send messages which are highly relevant in respect to the needs and wants of the customers. This will improve customer engagement and improve their loyalty to the company. |
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VII. Required Materials/Components
What materials will you require to execute the campaign (printed materials, email designs, copywriting or design work)?
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Materials |
Estimated Cost |
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Video production |
$100,000 |
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Digital Ads (Social Medias) |
$50 per day *360=$21,900 per year |
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Email design |
$40,000 |
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Website |
$20,000 |
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Printed Materials |
$90,000 |
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VIII. Key Messaging
What are the key points you want to communicate in this campaign? Be sure to apply concepts about messaging from the textbook. What is the appeal and objective and why?
Vans versatility, products that are non-traditional. We are trying to get customers away from the evoked product line.
Also the appeal in this message is to assure our customers the provision of high quality product at reasonable prices.
VIII. What is the desired buyer response? How do you want the buyer to feel when he/she sees this campaign?
The desired buyer response is to convey a desire to want to be and look more similar to people who wear Vans. We want our customer to see the performance, versatility and durability of our shoes. From our campaign we want to leave our audience with a new perception of the brand.
IX. Offer/Call to Action: What do you want the prospect to do after seeing your campaign?
We want current customers to increase their buying habits and brand loyalty. We also want Vans to attract new customers in markets the brand is not as well known for, such as snowboard boots and surf shoes.
X. Follow up: How will you follow up on prospects who do take action?
We will follow up on prospects who do take action within 24 to 48 hours through an email or a quick call. The follow up will involve a personalized engagement with the prospects to improve their loyalty to the company (Grewal, 2018).
XI. How will you follow up on prospects who do not respond to the campaign?
Potential Reach: 88,000,000 people
Estimated Daily Results
Reach
32,000 - 200,000
We will continue to advertise through social media platforms. We will develop an advertising strategy that best suits this group of prospects to ensure that they respond positively to our campaigns (Baines, 2017).
XII. Timing
What is the chronology and timing of the required action steps and dates for completion?
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Task |
Due Date |
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Designing of a website |
April 10, 2018 |
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Purchase of printed materials |
April 17, 2018 |
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Email designing |
May 02, 2018 |
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Execution of the advertisement |
June 16, 2018 |
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XIII. Look at costs for the determined tactics. Set your budget.
Item Budget ($)
Digital ad (Social Media) 100 000
Email design 40 000
Website 20 000
Printed materials 90 000
Total budget 500 000
XIV. Measures of Success (Refer to Items IV and V):
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Objective |
How will it be measured? |
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Sales |
Using this objective, success will be denoted by increased sale. |
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Market share |
Using this objective, success will be measured using the market share which will be controlled by the company. |
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XV. Develop three advertisements based on your answers above.
Lifestyle legends ad Tony Alva
Personalized emails sent to specific customers
Paid pop ads on various websites
Reference
Baines, P., Fill, C., & Rosengren, S. (2017). Marketing.
Elliott, G., Rundle-Thiele, S., Waller, D., Smith, S., Eades, L., & Bentrott, I. (2018). Marketing.
Grewal, D., & Levy, M. (2018). Marketing.
Films Media Group,, & Teletime Video, Inc. (2016). Marketing.
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