Question

14 - 9 14 - 10 Chapter 14 : Application and Cases : Tom Shoes and Blake Mycoskie launched TOMS with a commitment to donate one pair of shoes for every pair sold . In May 2015 , TOMS took to the social media with a campaign to extend its philanthropic mission . For each Instagram post showing bare feet and using the hashtag #withoutshoes , TOMS donated a pair of shoes to a child in need . The campaign demonstrated the company’s commitment to its cause while expertly piggybacking on a common Instagram trend . The #withoutshoes campaign resulted in the donation of 296,243 pairs of shoes and won a Silver Anvil Award of Excellence from the Public Relations Society of America . TOMS’s many one - for - one programs for shoes and now necessities such as eyewear , water , and even kindness “ ( anti - bullying training ) help build strong customer relationships and brand community

14-10 Research the internet for more information on how TOMS engages consumers using promotion tools . Choose two specific campaigns and evaluate TOMS’s promotion strategies for both .

Answer 1

Toms Shoes-

Located in Playa Del Rey, California, Toms Shoes is a profit making company and was started in 2006 by an entrepreneur, Blake Mycoskie, from Arlington, Texas. The company is basically involved in designing and marketing of products such as shoes and others like apparel, eyewear, coffee, and handbags. Its parent organization is TOMS Shoes Holdings II, LLC and subsidaries are like Toms Emea B.V..

"One for One" is TOMS slogan which means that for every pair of shoes that customer buys, TOMS donates a pair to a child in need.

Toms Successful Campaigns-

(1) Encouraging schooling by concept of 'back-to-school': (External promotional campaign to increase customer sales)

Toms published a post on Instagram and Pinterest and started a contest with Hashtag “#Toms Give Back to School Contest,” where followers were ask to show their favorite apparel styles with usage of above hashtag in all posts.

This smart tactic helped the company as followers of Toms’ products to look for the images they like the most to qualify for the contest and increase customer's Engagement.

A campaign like this is can drive enough user engagement to direct them to the site to make a purchase.

PEHWIN #TOMS Give Back to School Pinterest Contest Pernak-to-schwadrobe force 5500 TONS utcardandyour brand festur on TONS DEL - HOW TO ENTER - O POWS C O MS GIVE BACK TO WONINSTASHION

(2) “TTF” – Try, test, and fast: ( Internal campaign to increase productivity by improving and quality and variety of services)

To promotion culture of innovation inside the organization, the team has started a process they term “TTF” – Try, test, and fast'. This internal campaigns has helped TOM to explore with new products and services.

Evaluation of TOMS Promotional strategies-

- Product's USP is low cost, differentiation in variety and best cost.

- Every product has a theme or story behind which has its own message to the entire society and that is how exactly companys wants it to establish.

- Capital restructuring and acquisition is also important strategy of the company

- Uniqueness in products :TOMS Shoes are made of  vegan materials like natural hemp, organic cotton and recycled polyester used on the upper, liner and/or the insole cover.

- Focuses on interest of children, environment, society. Thus leads to overall and sustainable development.