On Toms

This week I became the proud owner of my first pair of TOMS. It's taken awhile for me to jump on the TOMS bandwagon.  They're not the most fashionable shoe by any means, nor the cheapest, but one thing TOMS has down is marketing.


TOMS has tapped into a critical element of marketing.  They're not just marketing their product, they're marketing a movement.  When I wear my TOMS, I'm not just making a fashion statement, I'm making a political statement.  I'm joining a movement that is bigger than myself, or my footwear.


TOMS has drawn me into their movement, and maintained my loyalty from start to finish.
 
1. One for One.  It starts with their slogan- their statement or brand. As a consumer, I have a promise that with every one pair of shoes I am purchasing, one pair of shoes is also going to a child in need.  This gives me affirmation in knowing that by purchasing these shoes rather than an alternative brand, I'm helping someone in need. I'm sold on the movement before I've even seen the product.


2. Design. With some organizations, I make my donation, and that is that.  I may get a receipt or a thank you letter, but it's soon forgotten.  With TOMS, I am wearing a reminder.  They are uniquely styled in a way I would imagine a little Tom in a foreign country would wear.  Because of this design, I now feel more strongly connected with the child I purchased a pair of shoes for, and I am inclined to make additional similar purchases. It's unique style bonds me to my fellow TOMS wearers.  When I see someone wearing TOMS, I immediately recognize that they too care about helping children in need.  They too are a part of this movement.

3. Packaging.  I was pleasantly surprised to see the packaging my new shoes arrived in.  The simple cardboard matched the simplistic feel of the brand, but what really stood out to me was the message stamped to the bottom of my shoe box.  "You don't have to throw this box away! Reuse it, reinvent it, get creative, it's your box now.  keep TOMS in here, travel photos, souvenirs, old love letters- whatever you want!"  Yes, TOMS actually made me excited that they not only gave me shoes, they gave me a box. My own cardboard box!  They gave me suggestions on how to use it, and permission to do whatever I want with my new box.  Permission to start my own    movement.                                             

                     

4. Involvement. Once the excitement of my new shoes and my new cardboard box wears off, I can still share in the excitement behind this movement.  TOMS engages their consumers through social media- facebook, twitter, blogs, and events.  Over 1,000 events in over 25 countries were held worldwide encouraging people to create brand awareness by going one day without shoes. 

You want to create a brand that impacts the world?  Don't just market your product; market your movement.


Mood: Inspired