(Ch. 17) Advertising and Public Relations

ADVERTISING
We see many footwear ads on television from companies like Skechers, Converse, Nike, Jordan and many more. All these companies have one thing in common through their ads, to raise brand awareness among customers to gain attention and to increase sales. Although TOMS does not advertise much on TV, the brand stands above typical brand advertising because TOMS tries to convince you to do good and help others.  Below, I posted a TOMS video advertisement which was featured in local TV channels in California and online during the holidays.
  
This holiday footwear advertisement is slightly different from typical brand advertising. There are not any loud ringing bells, nor are there flashy price tags. TOMS has illustrated what the holidays are truly about: giving. The narrator of the video is a child named Ronnie, Ronnie tells you, the parent, friend or family member, how you can make an impact. Humans have a soft spot for children around the holidays, so why not let a child tell the story? The video is very inspiring, the music is playful which builds-up your joy and happiness; making it emotionally powerful. Dancing with the music are small snowflakes to play on the holidays while symbolizing how each person working together can make a difference. Sometimes, video can make things complicated. TOMS, on the other hand, is not complicated. It’s simple, understandable and approachable. The video has two goals, to explain TOMS’s social mission (one-for-one) and how they create impact (prevent foot disease) and to encourage you to get involved.  The spot illustrates how buying one pair of TOMS Shoes can have a chain reaction, preventing foot disease for children around the world.


You now may be wondering, that was a TOMS ad for the holidays; what about throughout the rest of the year? How does TOMS advertise throughout the year? The brand is involved in various ad campaigns as well as public relation campaigns to get the company out to the public. The brand does not want to force into anyone's lifestyle, therefore it does not advertise massively.


PUBLIC RELATIONS 
Campus Clubs: TOMS currently has existing campus clubs on campuses such as New York University, Ohio State, University of Michigan, Fashion Institute Technology and many other campuses. In order to better reach the desired target market, TOMS will reach out to different colleges and universities asking them to start a campus club rather than having students apply to start one. Being involved in campus clubs will allow students to gain experience in promotions, marketing, and event planning. For more info on TOMS campus clubs check out their official TOMS CAMPUS PROGRAMS website.


As I continue to blog on the brand, I'll be posting more updates on TOMS Advertising & Public Relations from videos to pictures and many more.