(Ch. 11) Developing and Managing Products

We can all get behind the vision of TOMS; as many of us understand the importance of what they do. However, we also want to know what we are getting in return for our hard-earned dollars. There are after all, many other ways to support the less fortunate.

Based on the Argentinean alpargata design, TOMS mostly concentrate on making classic slip on shoes made of either canvas, burlap, or denim. Some designs, such as the Cordones come with shoelaces so you can tie your shoes if you like, however most designs do not have this feature. A few designs are made for cold weather as they are fleece lined but again, most designs are not. These are not shoes you want to get wet. With the exception of the fleece-lined designs, cold and water will penetrate these shoes fairly quickly. TOMS also suggest ordering a slightly bigger size if you plan on wearing socks with your shoes, as they are made true to size and are meant to wear without socks. For example, if your feet are a size 10.5, purchasing a 10.5 size in TOMS shoes and then wearing socks will likely cause your TOMS to be pretty uncomfortable. Of course, all feet are different and TOMS does have a great customer service area for returns or exchanges. 

(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:

FlickRiver PAGE CREATED BY TOMS FAN  

HOW WE WEAR THEM  

FACEBOOK PAGE 

TWITTER PAGE