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TOMS A UNIQUE MARKETING STORY. BACKGROUND Blake Mycoskie created TOMS shoes four years ago Contestant on Amazing Race Simple message: With every pair.

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Presentation on theme: "TOMS A UNIQUE MARKETING STORY. BACKGROUND Blake Mycoskie created TOMS shoes four years ago Contestant on Amazing Race Simple message: With every pair."— Presentation transcript:

1 TOMS A UNIQUE MARKETING STORY

2 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.

3 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

4 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

5 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

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

7 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

8 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

9 REFERENCE LIST success-story/ html


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