(Ch. 16) TOMS' Integrated Marketing Communications
TOMS’ business model does not support any form of traditional paid marketing or advertising. TOMS does not have a marketing budget. Instead, the company relies on word of mouth, viral marketing, and social networks for its marketing efforts. Word of mouth is one of the most effective forms of marketing because many consumers believe it to be more trustworthy than corporate advertisements. Now the challenge for organizations is how to convince customers to talk about its products. For TOMS Shoes, many customers are excited that their purchase is going towards a good cause and are ambitious to discuss it with others. TOMS Shoes has taken steps to encourage word-of-mouth communication. Each pair of TOMS Shoes comes with a blue and white TOMS’ flag and a small card asking customers to take pictures of themselves wearing their new shoes and holding up the flag. The customers are then asked to upload those photos to the "HOW WE WEAR THEM" section on the company's website, in addition to other social networking websites such as Facebook and Twitter. The photos of customers using TOMS products increases both awareness and the credibility of the brand.
Some social networking sites where TOMS fans can be seen representing the brand:
TOMS’ business model does not support any form of traditional paid marketing or advertising. TOMS does not have a marketing budget. Instead, the company relies on word of mouth, viral marketing, and social networks for its marketing efforts. Word of mouth is one of the most effective forms of marketing because many consumers believe it to be more trustworthy than corporate advertisements. Now the challenge for organizations is how to convince customers to talk about its products. For TOMS Shoes, many customers are excited that their purchase is going towards a good cause and are ambitious to discuss it with others. TOMS Shoes has taken steps to encourage word-of-mouth communication. Each pair of TOMS Shoes comes with a blue and white TOMS’ flag and a small card asking customers to take pictures of themselves wearing their new shoes and holding up the flag. The customers are then asked to upload those photos to the "HOW WE WEAR THEM" section on the company's website, in addition to other social networking websites such as Facebook and Twitter. The photos of customers using TOMS products increases both awareness and the credibility of the brand.
Some social networking sites where TOMS fans can be seen representing the brand:
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