Have you ever heard about TOMS Shoes? If yes, you probably know that if you buy a pair of TOM Shoes, one will also be given away to a child on your behalf. How can TOM Shoes become so popular and successful when the design of the shoes is so simple. It’s because of the way the company shows concern about the world. And the way it dares to give away so much of what can earn to those who suffer in the society. Even though TOMS Shoes really want to make change for a better world, think in term of marketing we can consider this one of a strong marketing strategy.
We would never expect a company to sell two pairs of shoes for only a single price. It’s like they are on ‘buy one get one free’ promotion all the time. Although customers get only a pair of shoes to themselves, they are proud to be the one who donate another pair of shoes to others. I believe that the way that TOMS Shoes shows a strong concern towards the society as what the mission of TOMS Shoes says “doing good” and “doing well”, they can be really successful in doing business as well as making different in the world. It impressed me that the company had sold more than 1,000,000 pairs of shoes with the profits of more than $8 millions without having to invest in advertising and promotion by September 2010. The shoes are sell everything from outlets to WholeFoods, and even in UBC Bookstore. Its marketing is so strong and powerful that make everyone who bought the shoes are so proud to be part of the change. As you can see from the video that TOMS do care about every single shoes they give away to the children the same way they do to the original customers. They make the customers feel valuable in someway or another to be part to make the difference.
