Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 5

Steve Van Doren, son of Vans founder, is the self-proclaimed "ambassador of fun" at Vans. Because the company doesn't want to discount its products or lower its prices, it has to find other ways to create value for consumers. So, to keep the brand energized, the company is constantly developing promotions that can only be described as fun, an important element for attracting trendsetting customers. The core of Vans's strategy revolves around unique and authentic contests and giveaways. The company relies on word-of-mouth advertising and credible personal selling. In this video segment, Vans marketers explain how they use Web sites, contests, giveaways, and athletic events to attract and keep customers.
How does Vans use giveaways and contests to market its products? Why do these strategies work so well for Vans?