TOMSA UNIQUE MARKETING STORY

BACKGROUND

• Blake Mycoskie created TOMS shoes four years ago

• Contestant on “Amazing Race” • Simple message:• “ With every pair you purchase,

TOMS will give a pair of new shoes to a child in need. One for One.”

MARKETING CAMPAIGN

• Within six months of launch, 10,000 pairs were sold.• Just sold their One millionth

pair in September • Marketing in a personable way; get

the customer involved.• Word of mouth, events, and fan

clubs • Communicates via YouTube,

Facebook and Twitter

MARKETING CAMPAIGN

• “One day Without Shoes”• Cause marketing

• “A Simple Memento Of Thanks”

• Partnered with big names to spread the word of TOMS.• Ralph Lauren• Element

MARKETING SUCCESS

1. A great cause2. A quality, fun, trendy

product• How you wear them

3. Great brand that tells a story

4. Clever marketing

TOMS SHOES: CHOOSE SHOES THIS HOLIDAY

• Recent holiday commercial posted on YouTube

• What do you think about TOMS marketing techniques?

• Would you buy a pair of TOMS? Why or Why not?

• Do you think other companies have the potential to be more successful if they implemented a marketing strategy like TOMS?

DISCUSSION

• Marketing breaks through the “clutter” • Consumer involvement • Cult product

• Conscientious consumerism• Evoke a self concept • Helps people become closer to their

ideal self• by purchasing TOMS consumer

demonstrate their values. (self-image congruence models)

CLASS RELEVANCE

REFERENCE LIST

• http://theappleofmyi.com/blog/toms-shoes-a-unique-marketing-success-story/

• http://online.wsj.com/article/SB10001424052702304252704575155903198032336.html

• http://www.toms.com/• http://www.youtube.com/watch?

v=zrKYUf5mNhA&feature=related