TOMS A UNIQUE MARKETING STORY

BACKGROUND Blake Mycoskie created TOMS shoes four years ago Contestant on Amazing Race Simple message: With every pair you purchase, TOMS will give a pair of new shoes to a child in need. One for One.

MARKETING CAMPAIGN Within six months of launch, 10,000 pairs were sold. Just sold their One millionth pair in September Marketing in a personable way; get the customer involved. Word of mouth, events, and fan clubs Communicates via YouTube, Facebook and Twitter

MARKETING CAMPAIGN One day Without Shoes Cause marketing A Simple Memento Of Thanks Partnered with big names to spread the word of TOMS. Ralph Lauren Element

MARKETING SUCCESS 1.A great cause 2.A quality, fun, trendy product How you wear them 3.Great brand that tells a story 4.Clever marketing

TOMS SHOES: CHOOSE SHOES THIS HOLIDAY Recent holiday commercial posted on YouTube

What do you think about TOMS marketing techniques? Would you buy a pair of TOMS? Why or Why not? Do you think other companies have the potential to be more successful if they implemented a marketing strategy like TOMS? DISCUSSION

Marketing breaks through the clutter Consumer involvement Cult product Conscientious consumerism Evoke a self concept Helps people become closer to their ideal self by purchasing TOMS consumer demonstrate their values. (self-image congruence models) CLASS RELEVANCE

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