TOMs Concept Work

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The document discusses ways for TOMS, a company that provides shoes to people in need through a one-for-one model, to inspire continued generosity from customers and strengthen its cause. It explores using mobile technologies like barcode scanning to allow customers to follow the journey of the shoes they helped provide and see the impact of their contribution. This could offer an personalized experience that provides instant gratification and encourages repeat purchases and giving.

Design Unterhaltung & Humor Business

HOW MIGHT WE
TRANSLATE THIS
OPPORTUNITY TO
SOMETHING SMALLER
SCALE FOR THE
AVERAGE CUSTOMER?

TOMS LEARNED:
“Children grow out of shoes fast! We aim to
give repeatedly whenever possible. Repeat
giving allows us to learn more about the
needs of the community so we can continue
to improve the way we give.”

TRANSPARENCY +
REPEAT GIVING +
DATA GATHERING
SHOES FOR TOMORROW

HOW MIGHT TOMS INSPIRE
SUSTAINED GENEROSITY
AND STRENGTHEN THE CAUSE IN THE EYES
OF THEIR CONSUMERS?

Mobile barcode scanning (including
traditional UPC barcodes and QR codes)
increased 1,600% globally during 2010.
(Source: Scanlife, December 2010)

Your shoes
will go to
____________
would you like to follow them?
yes no yes no
____________
turned four today but her shoes
were lost in a monsoon. Would you
like to help her secure another pair?
of your friends
scanned your TOMS
code! You’ve helped
contribute
$42
to the
__________________
village this month.
8
go barefoot: let others
scan & spread the word
build resources for
partners with existing
purchasing habits (other
1-for-1 deals)
watch your
contribution grow
(custowners)
opt in to follow
me-tail: personalized
experience
24/7 experience
available after
purchase
instant gratificaiton +
repeat giving
crowd sourcing:
ask friends to help
unlock access to
special events /
videocasts from
your town
repeat purchase

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Case 4.2 TOMS’ One-for-One Business Model: Is it Sustainable for the Future? • Web: www.toms.com • Facebook: TOMS • Twitter: @TOMS Bruce R. Barringer, Oklahoma State University R. Duane Ireland, Texas A&M University Introduction In 2005, Blake Mycoskie, a serial entrepreneur, needed a break. After starting 5 companies in 12 years, he traveled to Argentina looking for some time to relax. He met some expatriates who were doing social work in villages on the outskirts of Buenos Aires and asked if he could tag along. In one village in particular, he noticed that most of the children didn’t have shoes. He stopped a few of the kids to look at their feet and saw cuts, abrasions, and infections. He knew the villagers were poor and couldn’t afford to buy their children shoes and wondered what he could do to help. He also knew there was an inexpensive shoe in Argentina called the alpargata. What would be the best way to provide poor Argentinean children alpargata shoes? Mycoskie thought about starting a charity but felt the charity model wouldn’t work. He envisioned himself asking his family and friends for contributions, and knew they would contribute once, or twice, or maybe even several times. But it would be hard to continue to ask. What he needed was an approach that would sustain itself by selling a product that people needed to buy anyway. The approach Mycoskie came up with he later dubbed “one-for-one.” He would create a for-profit business to sell alpargata shoes, and for every pair sold he’d donate a pair to a child in need. Mycoskie returned to the United States and set up shop in Santa Monica, California. He started TOMS with no shoe industry experience. The company was originally called Shoes for Tomorrow but was quickly shortened to TOMS. To get started, Mycoskie went from one retail store to another with his unique business idea. A few Los Angeles boutiques agreed to sell the shoes. His first break came when the Los Angeles Times ran an article about his business. To Mycoskie’s surprise, the article spurred $88,000 in orders in a single weekend. Fast forward to today. TOMS is now an international brand. Its one-for-one model has been expanded to include shoes, eyewear, coffee, and bags. As of early 2017, TOMS had given away 60 million pairs of shoes in 75 countries, had helped restore sight for 400,000 people in 13 countries, and has helped provide over 335,000 weeks of safe water in 6 countries. The one-to-one model has been tweaked some, but the intention is the same. TOMS still gives away a pair of shoes for every pair it sells. Eyewear was added in 2011. Rather than donating a pair of glasses for every pair its sells, TOMS donates an equivalent amount of money that is used for sight-saving measures, such as eye surgery, medical treatment, or a new pair of prescription glasses. Coffee was added in 2014, under the “TOMS Roasting Company” brand. For every bag of coffee that’s sold, TOMS Roasting Company works with its Giving Partners to.

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TOMs MKTG 434 Group Project Spring 2015 Rajit Sandhu, Andrea Garzouzi, Donaldson Whigan, Ramadhanya Hunaina, Raveena Cheema, Judy Chen, Tommy Lam, Evan Calip (Work on the cover page together- maybe add in the picture we’re using to represent us) ADVERTISING PLAN TOMS had huge success in it’s early life of the business. It’s recent decline in popularity in the last few years can be attributed due to the larger mysteries of TOMS never fully answering when they first started selling their shoes. It’s teenage and college audience from before are now are more mature and socially conscious which led them to ask questions about the organization. Questions such as: · What kind of shoes does TOMS actually donate? · Who gets the extra pair of shoes? · How does this affect the economy wherever TOMS donates? These questions are enough to determine the consumer into believing that TOMS is not as immaculate as they might’ve thought, essentially taking away the biggest attraction of buying TOMS. Another problem surrounding TOMS is that their advertising and marketing strategy is severely limited to their efforts online and on social media. Very little priority and funds are spent on advertising mediums besides the Internet, and in fact, it was not until November 2013--seven years after the company’s founding that they finally launched their first paid media campaign. As a result of their lack of marketing activity offline, as well as the deployment of only five flagship stores (all of which are domestic), brand awareness is restricted largely to the West Coast of the United States. If TOMS are to sustain itself as a profitable business and combat its declining popularity, it can no longer rely merely on its Internet following. Advertising Objective As comfortable as these shoes may be, what initially grew their fan base was the heart of the company. TOMS lost sight of that and in return has been declining in popularity. So much that even though the general public is familiar with the brand, it is not as common for them to own a pair of TOMS. TOMS managed to raise awareness by the “One Day Without Shoes” Campaign, an annual event, where they encouraged everyone to go without shoes for a day out of the year. TOMS also created a website that included a countdown, allowing customers to register and participate. They partnered with Microsoft Advertising in 2010, which allowed them to connect with its target market. Through this, they were able to reach 55% of their target market online. The event awareness increased with each channel of advertising. The company must learn to utilize an eclectic mix of advertising mediums. These include print, TV, radio, outdoor, and sponsorships to expand their presence. TOMS employs charitable operations in over 75 countries, but they sell their products in only 30 countries. Their message and mission is one that is genuine, convincing, and noble, but it doesn’t reach nearly enough people. By ex ...

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TOMs Concept Work

1. A Case Study: TOMS tomorrow

2. simple design + comfort

3. It’s not about the shoes.

4. ONE FOR ONE

6. Tomorrow has come and gone.

7. ONE FOR ONE AND THEN WHAT?

8. HOW MIGHT WE TRANSLATE THIS OPPORTUNITY TO SOMETHING SMALLER SCALE FOR THE AVERAGE CUSTOMER?

9. TOMS LEARNED: “Children grow out of shoes fast! We aim to give repeatedly whenever possible. Repeat giving allows us to learn more about the needs of the community so we can continue to improve the way we give.”

10. TRANSPARENCY + REPEAT GIVING + DATA GATHERING SHOES FOR TOMORROW

11. HOW MIGHT TOMS INSPIRE SUSTAINED GENEROSITY AND STRENGTHEN THE CAUSE IN THE EYES OF THEIR CONSUMERS?

12.

13. Mobile barcode scanning (including traditional UPC barcodes and QR codes) increased 1,600% globally during 2010. (Source: Scanlife, December 2010)

14.

15. Fill your soul sole.

16.

17. Your shoes will go to ____________ would you like to follow them? yes no yes no ____________ turned four today but her shoes were lost in a monsoon. Would you like to help her secure another pair? of your friends scanned your TOMS code! You’ve helped contribute $42 to the __________________ village this month. 8 go barefoot: let others scan & spread the word build resources for partners with existing purchasing habits (other 1-for-1 deals) watch your contribution grow (custowners) opt in to follow me-tail: personalized experience 24/7 experience available after purchase instant gratificaiton + repeat giving crowd sourcing: ask friends to help unlock access to special events / videocasts from your town repeat purchase

TOMs Concept Work

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