After reading Ana’s blog post on TOMS shoes (https://blogs.ubc.ca/weradasomboonvechakarn/), she talked about how TOMS became so successful because of the way it showed concern to the world, and what attracts TOMS to its customers. This spurred my interest in finding out more about TOMS marketing strategy; For such a company to be so successful in just a matter of 5 years, distributing worldwide, what is the company’s secret?
The reason for their success: Corporate Social Responsbility. From the beginning, their marketing strategy was simple – you buy one pair of shoes, and they give one pair to a child in need. Founder, Blake Mycoskie, found a need in the society and decided to meet it. TOMS is a for-profit company with a social cause. They are reaping large profits while providing shoes to the world. This strategy also highlights the lack of shoes in third-world countries, that having a pair of shoes on our feet is a blessing and we should share that blessing with others.
In addition, their unique stance on giving is part of their positioning strategy. As a company that actively gives back to the society, they have an edge over competitors (other sneaker brands like Converse, Keds, etc), garnering consumer support, which is what differentiates TOMS from other shoes. They understand how consumers think, consumers like to feel good about themselves after buying a product and they get this satisfaction when they buy a pair of TOMS shoes and are able to help others at the same time.Its a win-win situation!
Recently, I discovered that they have even launched a TOMS Eyewear line which has the same One for One strategy! http://www.toms.com/eyewear/our-movement/ With every pair you purchase, TOMS will help give sight to a person in need, One for One. TOMS recognizes the different needs for sight and they don’t just limit themselves to giving glasses, they provide medical treatment and sight-saving surgeries as well! Isn’t that amazing? I love this concept that they are so passionate about giving. I believe that they will continue meeting more needs in the future, their opportunities are endless in terms of markets they can expand into once they have built up their reputation.
