Friendly Approach to relationship marketing
By Daisy Rosado
While I worked for Vans, I noticed how the brand emphasizes relationship marketing. Vans doesn’t only sell shoes or apparel. It builds a lifestyle that many can relate to or want to relate to. Thus, creating a space for long-term relationships and loyal customers.
The company provides support in the next ways to build trust:
- Sponsorship to skateboarding events
- Donations to local schools
- Easing their way into pop culture
By doing this, they’ve established a true authentic connection with their consumers. I’ve observed these initiatives first-hand as a team member. Customers would proudly walk in with the “Off the Wall” mentality. This mentality celebrated uniqueness and creativity. This mentality encouraged customers to want the full package.
Team Member Connecting to the Customer
What reinforced this mentality was our contribution as a team member. Staff members were encouraged to share their connections to the brand. While working at Vans, we treated each customer like family. We took the time to build trust by asking about their plans or interests. We related their plans or interests to our own lives. If a customer came in wanting new shoes for a concert, we would ask who the artist was. If we knew the artist, we’d relate to them. This helped the customer trust our opinion on what they needed.
Establishing Loyal Customers
These efforts showcased the power behind relationship marketing. Building strong relationships with the community encourages them to return. At Vans, this not only drove sales but also turned customers into lifelong ambassadors for the brand.
