(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.  

(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

(Ch. 10) Product Concepts

TOMS decided to develop its product line and business model around shoes, however after announcing their latest product, TOMS now carry four different types of product; TOMS Eye-wear, Footwear, Apparel & Accessories in many different styles and colors. The brand offers it's products to all different age groups from infants to youth and adults. In terms of style TOMS shoes look better in person then they do on the website. At first glance, you may picture of shoes your grandma would wear. But, once you have the shoes in your hands, it's totally different; TOMS shoes are very stylish, and are available in a variety of colors and styles to fit everyone's needs. They are extremely comfortable, due to their lightweight design and rubber soles TOMS shoes are very comfortable. You can wear TOMS shoes with or without socks and this makes them great for everyday wear, I personally wear them without socks and I love them. Behind all these aspects is one great concept and that's the best part about buying TOMS products; when you slip on your TOMS shoes know that somewhere around the globe is a less fortunate person slipping on theirs. That's what makes TOMS shoes the hottest pair of shoes available on the market today. They're sleek, stylish, and ultimately comfortable.

TOMS YOUTH COLLECTIONS

TOMS BOTAS COLLECTION

   

TOMS APPAREL & ACCESSORIES
COLLECTIONS

TOMS EYEWEAR COLLECTIONS

(Ch. 18) Sales Promotion and Personal Selling

Unlike other footwear brands, TOMS consumers do not depend upon sales. With all the great benefits the brand offers with every purchase; stylish, affordable, and practical product that donates to a child in need when they purchase a pair is a great sale, this is what most TOMS buyers acknowledge including myself. I have been purchasing TOMS for the past two years for me, friends and family and I have never bothered to see if they were on sale because they never are. Retail shops that carries TOMS products, it is upon them to have store sales on TOMS products but usually that never occurs. But when purchasing from online, coupons like the ones in the bottom are found at times on coupon websites like ShopaHolickMommy, Dealigg, Savings and many other cupon websites. 

                                   

As I have mentioned before on Ch. 15, since TOMS do not operate their very own retail store, I've experienced personal selling of some TOMS products at Nordstrom in New Jersey and Journey's in Manhattan. Although these shops do not carry most of TOMS products, the sales associates were however well trained by the management team to sell the products. But the shopping experience were quite different from each other. At Journey's many of the sales associates approached to me and other guests asking "what size do you need?" or "do you need a size?", as I picked up a display pair of TOMS I asked the sales associate "what are these things?", "what is the one for one?"; the sales associate gave me somewhat a ok explanation of what does the One for One stand for. As I entered the men's shoe department at Nordstrom and went to the TOMS area, a associate approached to me and asked "would you like to be part of a cause, and help a child with a free pair of shoe along with your purchase?", I continued "please tell me more". 

Advertisement like these are found at times through out web surfing on different sites.

TOMS Affiliate With AT&T & DIGG

Check out: 

AT&T TOMS Shoes Commercial

Check out: 

TOMS + Digg Collaboration

(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. 

(Ch. 15) TOMS Retailing Strategy

Although TOMS does not operate their very own retail shops; however, TOMS does operate a web-based store at TOMS.COM where you can view all new styles for Men, Women and Youth. I highly reccomend the TOMS website for shopping TOMS products because the site has a bigger collection of products to choose from than any other retailers, you can also find exclusive products which will not be availaible to you in stores. On the other hand, TOMS is regularly growing and becoming tremendously available in more and more retail stores. TOMS is known as an international brand and are available in 30 countries. Retail stores such as Urban Outfitters, Nordstrom, Paragon, Neiman Marcus and other shoe retailers carries TOMS shoes. To find more retail stores that carries TOMS products you can check out "Find a Retailer" on the TOMS website. Retail websites such as Zappos.com, Amazon.com and Karmaloop.com also carries TOMS products.

Recently I have visited retail shops like Urban Outfitters on 2nd Ave, Make 10 on 8th Street and some other retailers in the city that carries TOMS shoes. Although the shops doesn't carry variety of styles, most of the classics in various colors are available to customers. When sales associates approached me I asked them different questions about TOMS and it's causes, and from what it seemed like most of the associates were aware of the brand enough to deliver the brand and it's causes to customers.

(Ch. 6) Consumer Decision Making

The company's consumer target is men and women ages 20-32, these men and women live in the Untied States and have a high school diploma or a college degree. They are employed and fall in the middle or upper class. They're laid-back individuals who enjoys calm activities as well as individuals who spend their money wiseley and responsibily because of their family, school, personal, etc. responsibilities in their everyday life. They are also the people who are looking for a casual and fashionable shoe that they can wear while doing day-to-today activities with a sole that has pure comfort. Currently consumers think as that style and cost are the most important qualities of a shoe. But with all the Consumer Decision Making the brand's goal is for consumers to think as "you can have it all with TOMS shoes"; a stylish, affordable and a in action shoe that benifits a child in need when product is purchased.  

A TOMS WEDDING:
http://www.TOMS.com/wedding

(Ch. 5) Developing a Global Vision

As I have mentioned before on my first post about Blake Mycoskie, founder of TOMS was inspired to start the brand from the "traditional Argentine alpargata" shoe. The brand has created many stratigies on developing a global vision. Although the brand is managed in the United States, TOMS products are available for customers in 30 countries, sold in retail shops and on TOMS.COM. Also as I have mentioned before, TOMS brand is well known for serving to kids with foot diseases with new pairs of shoes to the ones in need in many different countries starting with Argentina, Philippines, Kenya and other poor countries. Every year during the "One Day Without Shoe" campaign, events take place all around the world from Venice to Little Rock, Dubai and London to spread awareness about the importance of shoes in parts of the world where children's feet are exposed to diseases. Recently Blake Mycoskie has started his new journey on developing TOMS global vision in South Asia, in countries like Nepal, India where people are in need of eye vision. TOMS recently launched their new products "TOMS EYEWEAR" where if you purchase a pair of TOMS Eyewear, TOMS will help give sight to people in need through medical treatment, prescription eyeglasses and sight-saving surgery. As TOMS continue developing a global vision please do continue to check out my blog for more updates on the brand.  

The New "One For One"

TOMS EYEWEAR 


TOMS recently started their fist sight movement in South Asia with the "One For One" movement, giving vision to those who are in need. TOMS released three classic styles of TOMS sunglasses available for Men and Women. With a purchase of each TOMS eyewear TOMS will help give sight to people in need through medical treatment, prescription eyeglasses and sight-saving surgery, conducted by its first Sight Giving Partner, Seva Foundation.


For more info on the new TOMS Sight Movement you can check out: 
www.seva.org
www.toms.com/eyewear/our-movement/

         

                                                                                                 

(Ch. 4) The Marketing Environment

TOMS CURRENT MARKETING ENVIRONMENT 


Currently TOMS shoes are using various statistics to upgrade their marketing environment such as their website, mobile apps, blog and social media. TOMS.COM, is well established and always up to dated with new styles for the season. Other promotions are heavily concentrated all throughout the website as well. TOMS recently launched their "One Day Without Shoes" TOMS mobile application for iPhone and Android, the app is user-friendly to those who particapted on the previous events and as well as for the people who'll be participating on the upcoming event, users can learn about the event, find local events, stay up to date and upload pictures. The TOMS blog is always up to dated with news from all around the world regarding different topics according to the brand. Whether it's updates from TOMS headquarters or pictures and information, TOMS makes sure that this information is available to customers. Also featured in the blog is "TOMS in the press" which is made up of different articles from various media that TOMS has been featured in.

Threat !!

Hey guys, so I came across this competition against TOMS Shoes who are offering the same concept. Skechers recently launched a brand called BOBS. Bobs look just like TOMS, the popular canvas slip-ons, and even have a charitable aim. Only instead of donating one pair of shoes to the needy for every pair purchased, as Toms does, Sketchers donates two pairs of shoes. I mean.. really?? As TOMS remain to be the orginial giving shoe, I belive BOBS by Skechers have no competition. Although big props to TOMS for inspiring another company on giving. 

(Ch. 3) TOMS' Ethics and Social Responsibility

As we all know by now that TOMS have been a very caring and a giving company since day one. If you have never bought a pair TOMS shoes, I think that it's that time where you buy a pair because of the foot diseses children are suffering from all over the world in countries like Philippines, Kenya, Argentina and other poor countries where children have no shoes to walk with. For every pair of shoes that TOMS sells, it also donates a pair to a child in need, in a program that has no boundaries and goes all around the world. The entire company is based on the idea of giving back to people who need it most. Instead of keeping all of the profits that it gets from selling its shoes, the company uses some of that hard earned money to create shoes for others and send them all over the world to needy people. A lot of people like the ethical aspect of the company, so they buy the shoes even if they can find something less expensive through another company. They know that they will be getting quality shoes, at a fair price, and doing something for other people who don’t have the opportunity to get things like shoes for themselves due to various hardships. Even in developed countries, there are plenty of people who can’t afford the basic things that they need, and would be grateful to get some help so that their needs for food, clothing, and shelter could be met. TOMS saw a need, and simply started filling it without asking for anything in return.

"One Day Without Shoes" Campaign 

TOMS raises awareness by encouraging everyone to go without shoes one day out of the year, last year April 5, 2011, was the fourth annual event. In 2010, over 250,000 people went without shoes and over 1,600 events took place around the world. Events around the world from Venice to Little Rock, Dubai to London took place to spread the awareness about the importance of shoes in parts of the world where children’s feet are exposed to diseases. For this campaign TOMS has created a separate website, "Onedaywithoutshoes.com", the website includes a countdown till the next event which is on April 10, 2012. The website also includes information on foot diseases and infections like Podoconiosis, Hookworm, Dangerous Bebris, Jeggers which children are infected by.

(Ch. 2) - TOMS' Strategic Planning for Competitive Advantages !!

As a Founder and Chief Shoe Giver of TOMS, Blake Mycoskie is looking to gain a strong foothold with new and existing customers by targeting men and women 18-34 years old. Through this plan, TOMS will actively move forward to define a growing market within which the brand can be successful.With a great extent of primary and secondary research, TOMS will accurately define and target challenges that they face. With this information, new objectives will be presented for the TOMS brand that will define and reflect the market trends, which will attract the target audience. TOMS will reach the target audience through various promotional and public relations strategies. With this campaign, TOMS hopes to speak to their audience and let them know... "It's more than just buying a pair of shoes. It's a lifestyle."

One way TOMS Shoes are always attracting back their customers to purchase is with the "One For One'' movement where with a purchase of TOMS shoes, TOMS will give a pair of shoes to a child in need. On the TOMS website you can view the campaign where they go into more details about the "One For One" program, and "How We Give"waring us about the how the shoe is being distrubted to the needs; "The Giving Pair" giving us more information on the shoe that's being donated, and "Why Shoes" talking to us about how can a pair of shoe make a better tommorrow for a child.  

                         

TOMS Mission Statement

The TOMS Shoes company is driven by a single mission: To make life more comfortable. Towards that end, TOMS not only ensures that every pair of its slip-ons are soft, breathable, and lightweight for an optimal fit—the company has also charged itself with the responsibility of providing for the comfort of children in impoverished regions worldwide. For every pair of TOMS shoes purchased online or at retail, the company will provide a pair to a child in need. 

Where Did It All Start (Brief History)

TOMS Shoes is a for profit company based in Santa Monica, California. The company was founded in 2006 by Blake Mycoskie, an entrepreneur from Arlington, Texas. The company designs and sells lightweight shoes based on the Argentine alpargata design, Eyewear and light clothing.


Blake Mycoskie began his venture from a trip to Argentina where he saw extreme poverty and health conditions, as well as children walking without shoes. That’s when he recognized the traditional Argentine alpargata shoe as a simple, yet revolutionary solution. He quickly set out to reinvent the alpargata for the U.S. market with a simple goal: Blake made a commitment to match every pair of TOMS purchased with a new pair given to a child in need. One for One. 


During its first year in business, TOMS sold 10,000 pairs of shoes. Blake returned to Argentina later that year with family and friends and gave back to the children who had first inspired him. Thanks to supporters, TOMS gave the One Millionth pair of new shoes to a child in need in September 2010. TOMS now gives in over 20 countries and works with charitable partners in the field who incorporate shoes into their health, education, hygiene, and community development programs.

HELLO BLOGGERS

Hello guys, welcome to my Blog. This will be my blog on TOMS Shoes for Professor Evans' Intro to Marketing Class. Through out this Spring Semester I will be posting articles about the company and where it stands, future goals, business plans and etc. I'll be looking forward to you guys checking out my blog.