TOMS Online Strategy
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TOMS Online Strategy

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TOMS Online Strategy TOMS Online Strategy Presentation Transcript

  • TOMS Digital Marketing Strategy
    By: Devon Cooley
  • Brand Mission
    • “One for One” model
    • Matches purchases with donations
    • Shoes and eyewear
    • Improves quality of life
    • Increased sales lead to increased donations
    • Aspire for larger community impact
  • Behind the Brand
    Modern Audience
    • Trendy, philanthropic, enjoys comfort
    Combination of buyer personas
    Technologically savvy
    • Well-connected to internet
  • Digital Developments
    Adoption of grassroots marketing strategy
    • Build relationships with opinion leaders online
    • Promote brand within particular community
    • Boost online traffic
    Expand social media presence
    • Influence search engine marketing
    • Guide consumers into sales process
  • Benefits
    • Cost-efficient
    • Free!
    • Huge potential audiences
    • High visibility
    • Improved reach
    • Strengthen control over search engine results
  • Key Components
    Supplement pre-existing social media accounts
    • Establish presence everywhere
    Generate brand momentum
    • Interact with opinion leaders
    • Assemble brand “cheerleaders”
    Join conversations
    • Talk to people, maintain authenticity
  • Potential Domains
    Diversifyblogging strategy
    • Customize for communities
    • Tumblr, Wordpress, etc
    Accumulate company profiles
    • Google+, About.me, etc
    Incorporate location-based marketing
    • Foursquare, Facebook check-in, etc
    AugmentYoutube video content
  • Measuring New Success
    • Google tools for advertisers
    • Analyze web traffic patterns
    • Google Analytics
    Understand impact of content
    • Google Website Optimizer
    Listen to Blogosphere
    • Evaluate if/how people discuss brand
  • Business Considerations
    Low budget constrictions
    Continuous timeline
    • Aim for consistent brand promotion
    • Strong relationships require duration
    Freedom to allocate budget elsewhere
    • Proposed methods are free
    May focus on strengthening brand
  • Future Goals
    Evaluate what works
    • Incorporate consumer trends
    Further develop advertising budget
    Supplement current strategy
    • Integrate Google AdWords
    Maintain synergy in campaign