TOMS Online Strategy

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TOMS Online Strategy

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

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