Who is toms shoes?<br />TOMS SHOES was founded in 2006, by Blake Myocoskie in Venice, California<br />Inspired on a trip to Argentina, Blake would start a shoe business that would change business and PR models alike <br />Producing only lightweight shoes, based on the common Argentine style, Alpargata. <br />3<br />
Just another type of keds?<br />Compared to the vastly popular Keds styling, Toms Shoes offer a simplistic combination of canvas casing and a flexible sole to make for a comfortable fit and casual look.<br />5<br />
Let’s look at the business and PR <br />6<br />
How is this shoe company different from others?<br />In an innovative move to take corporate social responsibility to another level and to advocate for forward thinking, Toms Shoes is built upon a simple business plan:<br />ONE FOR ONE<br />7<br />
ONE FOR ONE<br />The concept is simple- for every pair of shoes sold, a pair of shoes would be given to a child in need. <br />8<br />
WORDS FROM BLAKE:<br />"Inspired by a traditional Argentine shoe and challenged by the continent's poverty and health issues, I created TOMS with a singular mission: To make life more comfortable. TOMS accomplishes this through its unique shoe and my commitment to match every pair purchased with a donated pair to a child in need...no complicated formulas, it's simple...you buy a pair of TOMS and I give a pair to a child on your behalf."<br />9<br />
SALES AND DISTRIBUTION 2006-2009<br />After its inception in 2006, Toms Shoes saw a sale of 10,000 pairs of these ‘plain’ shoes in a short 8 month span <br />2007 saw an increase of sales to 50,000 pairs <br />April 2009 showed a jump in sales to 140,000 pairs<br />As of January 2010 over 400,000 pairs of shoes had been distributed world wide. <br />10<br />
HOW DOES TOMS USE PUBLIC RELATIONS?<br />Toms Shoes uses a three pronged approach when it comes to public relations<br />Traditional media<br />Social media<br />Events<br />11<br />
EVENTS<br />As a company that relies heavily on word of mouth for the spreading of their message, Toms has mastered the art of PR events.<br />Here are a few examples of Toms Shoes Events:<br />18<br />
HAS TOMS SHOES BEEN SUCCESSFUL?<br />Growing from a small brand moving only 10,000 units in its first year, Toms has all but shattered all expectations. <br />Toms Shoes is expected to distribute around 1 million pairs of shoes in 2010. <br />Relying solely on word of mouth (and a strong PR standpoint), Tomshas positioned itself asone of the most recognizable shoes in the world. <br />21<br />
"When you're buying a pair of Toms, if you don't feel like you're part of a community then I've failed”-blakemyocoskie<br />22<br />
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