Vans section C essay

With reference to an organization of your choice, examine the impact of innovation on promotional
strategy.

Innovative ideas in business management means ideas that create a unique selling point for the
business, innovative ideas are usually ideas that have never been done before in this case we are
referring to promotional techniques that are innovative. Promotional techniques are techniques used to
promote a product or service and bring more customers, promotion is part of the marketing mix and is a
necessity for a business to succeed. Vans Off the Wall, is a private limited company with headquarters
located in south California in the USA. They distribute their products using retail stores found globally
and wholesalers. They are known worldwide for their skateboarding sneakers and snowboarding boots.

Vans promotional strategy does not involve pushing their products on to the consumer but
rather exciting them to purchase the products. Vans website is very interesting and eye catching, their
website while being comforting uses AIDA techniques to attract their customers to their products by first
catching their attention and interest then giving them the desire to buy the product. This is done
through the use of various videos posted on the website of young people wearing the shoes while
skateboarding, this is used to target a young consumer profile that the business is trying to sell to. The
videos feature famous people that might be relevant to the usual consumer profile that is targeted. The
website has easy to access features and tabs so that young people can shop comfortably and easily.

Another innovative promotional technique that is used by Vans are the various sponsoring of
sports events. They have opened multiple skate parks in the U.S. and sponsored a lot of surfing events
and other global sporting events. This technique helps promote the products to athletes and fans of
different sports, it gives a reputation for the brand as a business that sells sports items and helps target
a specific market segment that Vans wants to sell to.

In conclusion, as shown through examples of Vans promotion techniques, innovative promotion

techniques benefit a huge amount in creating brand recognition for a business. Through Vans use of
featuring famous people in their advertisements and through their use of sponsorship they have created
a name for their brand that is known all around the world.