TOMs Concept Work

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idea for how to move the needle on the TOMs brand experience to stay one step ahead of competitors and similar marketing efforts

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TOMs Concept Work

  1. 1. A Case Study: TOMS tomorrow
  2. 2. simple design + comfort
  3. 3. It’s not about the shoes.
  4. 4. ONE FOR ONE
  5. 5. Tomorrow has come and gone.
  6. 6. ONE FOR ONE AND THEN WHAT?
  7. 7. HOW MIGHT WE TRANSLATE THIS OPPORTUNITY TO SOMETHING SMALLER SCALE FOR THE AVERAGE CUSTOMER?
  8. 8. 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.”
  9. 9. TRANSPARENCY + REPEAT GIVING + DATA GATHERING SHOES FOR TOMORROW
  10. 10. HOW MIGHT TOMS INSPIRE SUSTAINED GENEROSITY AND STRENGTHEN THE CAUSE IN THE EYES OF THEIR CONSUMERS?
  11. 11. Mobile barcode scanning (including traditional UPC barcodes and QR codes) increased 1,600% globally during 2010. (Source: Scanlife, December 2010)
  12. 12. Fill your soul sole.
  13. 13. 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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