April 2015

Dear James Kenny:

As you know, California is one of the best places to surf, skateboard, snowboard, or ski. Whether it’s thrashing at Garvanza Skate Park, catching waves at Venice Beach, or carving fresh powder at Mammoth Mountain, the Golden State is an exceptional action sports destination. Vans is the shoe of choice for customers like you and is happy to let you know it’s offering one it’s most exciting deals of the year.

Buy one pair, and get a second pair of equal or lesser value for half price on any style. To receive the discount, simply scan the QR code at the bottom. And that’s not all!

With your purchase, you will be automatically entered into a contest, which will give you unprecedented access at the X-Games in Santa Monica, California on June 19 – 21. You and your friend could win a 3-DAY VIP experience, and have a meet and greet with any pro-skateboarder of your choice! You can have him sign autographs, take selfies, or share a burger with him! Whatever you want, it’s up to you!

At last year’s X-Games in Los Angeles, CA the winner and his friend met professional skateboarder Nyjah Houston! Imagine talking to the legend Bob Burnquist or hanging out with four-time X-Games gold medalist Paul Rodriguez, and all you have to do is purchase any two pairs of Vans shoes by May 31.

Additional details about the meet and greet will be posted on our website at Vans.com/XGAMES. This is a once in a lifetime opportunity and Vans wants you to be there!

VANS “OFF THE WALL”

Keith Flores

Target Market

For this project, my target market is male consumers from the ages of 13 to 30. Since the late

1960’s, Vans has been a dominant brand among males who skateboard and enjoy action sports. I

chose this age range because they have a heavy involvement in youth culture. With their colorful

patterns and corky throwback designs younger adults, seem to gravitate toward the shoes. The

brand appeals to youth culture because it’s active in the action sports industry and sponsors surf,

snow, BMX, and motocross. This target market consists of adventure seeking individuals who

take risks and enjoy staying active. For skateboarders, Van’s shoes offers a durable lining that

can handle a lot of wear and tear. In addition, the sole is long lasting and ideal for gripping to a

skateboard. The average prices of these shoes are $55 depending on style and color. This price is

attractive to this target market because their income is $20,000 and higher. Regarding their

purchase behavior, they browse shoe designs online, purchase them in store because each design

has a different fit, and feel to it. Van’s seems to have a high percentage of brand loyalty among

their fan base, which causes them to receive repeat purchases from their customers.

I used leads.infousa.com to purchase my contact list. The leads it generated are for mailing only

and have low to no deliverability risk. I chose to target California because of the variety of action

sports it provides like surfing, snowboarding, and skateboarding. For the age range, I chose 18 to

50 years to effectively reach parents who purchase gifts or shoes for their children. For the

income range, I put $20,000 to $80,000; this includes males and female because couples may

have children who fall into the target market. In addition, I selected several hobbies and interests,

which included general health & exercise, general outdoor sports, general sports, skiing, and

TV/movies/video. Leads.infousa.com provided 179,918 leads at $0.08 per lead. To purchase the

list it will cost $14,393.44

FAT HEAD