Many of you may know of or have heard of TOMS Shoes – a successful shoe company that has gained popularity through its marketing strategy of donating a pair of shoes to needy children for every pair purchased. After reading Angela Qin’s blog about TOMS, I definitely agree with her that “I get to be part of the trend, have a pair of comfortable shoes, and help a child in need.”
I was not aware of TOMS until I began seeing people around me. At first, I did not find the design too appealing; however, because of my growing interest, I started seeking more information about it. Unlike other shoe companies, TOMS’ marketing strategy is directed towards both the casual shoe market, and the market for companies relying on their consumers to help spread awareness and take action on global issues. Instead of spending money on company operations, the company spends it on giving shoes away to those in need. Although the shoes are fairly expensive (ranging from $40 to $110), people still purchase them; instead of buying a pair of shoes for $50, we are in fact buying it for $25 and donating the other $25 to a charitable cause. TOMS focuses on the gateway thoughts of attracting consumers not because of purchasing trendy shoes, but because they want to help change the world.
This is when evaluation comes into play: it persuaded me to consider trying this new product. The sense of accomplishment that comes with spending money on their shoes is what attracts consumers to continue their purchasing from the company. Passing through the trial stage, I decided to try out the shoes and yes, customer satisfaction was achieved. Now, contemplating on purchasing a pair for my mom, adoption begins. TOMS powerful tool of emotional attachment creates an increasing consumer want on their products. After moving through the five stages of the adoption process it proves that TOMS has successfully established themselves in the market.