(Ch. 7) Business Marketing

The Founder & Chief Shoe Giver of TOMS Blake Mycoskie

Advertising for TOMS has been entirely left to what the company calls “word of mouth,” and the company features absolutely no T.V ads but features heavy volume of marketing online.  TOMS gained a great deal of its current popularity through positive publicity from various media outlets, including magazines, newscasts, press releases, it’s YouTube page, Facebook, Twitter and other various third party websites and blogs, such as mine. TOMS is often featured within the media due to its mission of goodwill, which makes for a quality and uplifting story for public audiences. 

TOMS incorporate with various promotional tactics in order to meet the objective of brand interaction with new and existing customers. Promotions will offer incentives to increase customer satisfaction and brand loyalty.

Shoe Design Contest:

TOMS will attract and involve consumers by giving them the opportunity to design their own shoe on TOMS website. Once designed, consumers will have the option of submitting the design to the contest. A total of 10 designs (10 winners) will be chosen and released in a new “TOMS Fans” line and available online for purchase.

TOMS Travels:

Ibrahim Wadud

TOMS will kick off a road trip across the country traveling to different college campuses. With the theme of "More than just a Shoe" TOMS hopes to inspire college students to become more involved, whether it is with the brand or just in the students' local communities. TOMS merchandise will also be for sale when stopping at each campus. TOMS fans will be able to follow where TOMS is traveling through Facebook or on the TOMS mobile application.

Shoe Drop:

As one of TOMS events, a shoe drop will take place in heavily concentrated areas of TOMS customers, such as Santa Monica, California. This will take place in an open area, such as Douglas Park, and an airplane will drop 500 canvas bags with a TOMS $50 Gift Pack, TOMS stickers, and flyers for upcoming events. 

(Ch. 8) Segmenting and Targeting Markets

TOMS seperates itself from other shoe brands in various unique ways, as the brand offers quality, stylish & affordable products, it contributes to another human in different parts of the world where poverty exists. Not all shoe brands can pull off what TOMS offer to our society, being a new and upcoming compnay TOMS have caught many people's attention because of the company's ethics.


As I have mentioned before, the company has defined their primary target audience as being college students, aged 19 to 24 males and females. These individuals are creative trend settlers that are socially aware or are becoming more social active. They are also technolocically savvy and are up to date with online and other electronics trends. They live an artistic lifestyle full of self expression. The primary target audience is not afraid to express their individuality through their own unique outlets, whether it be sports, drawing, music, dance or charity work, they strive to be themselves and not be influenced by modern trends. They are music lovers, concert goers, and move fanatics. They are cultural influencers that will push the TOMS message and drive our secondary target audience to the brand.