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TOMS
- 1. TOMS CAMPAIGN PLAN TianaJordan Charlotte Zeigler Jake Horvath CMM 460
- 2. Created in 2006 Headquarteredin Santa Monica, California near to where the founder, Blake Mycoskie, resided Idea sparked after visit to Argentina Started out on a small scale, now found in variety of boutiques and stores due to the cause (i.e, Urban Outfitters, American Rag, Nordstroms, Whole Foods Market) Company mission: “One for One” TOMS Brief Overview
- 3. TOMS Strengths andWeaknesses Strengths • The message and causeevents • Quality material • Versatility • Customizability • Price- $40-$80 • Global brand • Innovative options (vegan, wrap boot) Weaknesses • • • • • • Young company Availability Brand awareness Limited style Very defined target audience No ads and media exposure
- 4. Tactic 1 Advertising- PrintAdvertising
- 5. Print Advertising • TOMSShoes = a unique company yet lacks in the area of advertising and promoting their brand more to the public • Print ads = Easy way to get the brand recognized. • Easily applied to different outlets (magazines, newspapers, flyers). • All year round • Largest amount of target audience are in magazines that showcase clothes and style; reaches target audience
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- 10. Billboards • Great formof outdoor advertising that can and will appeal to a number of different people, including our target audience. • Can easily be seen by thousands per day! • Ideal locations include major cities and highways. • May-July
- 13. Tactic 3 Advertising- OutdoorMirror Ad
- 14. Outside Mirror Ad •Located in major cities against bus stops and buildings • It will contain a tall mirror that will reflect the viewer’s whole body. At the bottom of the mirror, instead of the viewer’s shoes and feet will be a cutoff picture of a child’s bare feet • Emotional Appeal • Visually promoting the style of the shoe and promoting the benefit of the cause.
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- 18. Mobile App • • • • • • • 50% ofcell phone users now have smartphones available to them at any time. Thousands of different shopping applications. The goal of the application is not to directly access the store, but instead educate the public FREE application! Relatively cheap cost since we provide all the content, just need formatting Information on TOMS upcoming events and on how to give money towards their cause YouTube Videos integrated in order to give people better understanding of the company http://hartford.cliqlaunch.com//PreviewSite.aspx?ev=IjSc0%2bVgJGSWcbeLwBg22D8sIQS %2f7j24I0MFlixNvkq3ORy6nth%2fUA%3d%3d
- 19. Tactic 5 “Ride fora Cause” City Tour Bus
- 20. Ride for aCause… • Ferry people around the city for sightseeing; show culture and landmarks • Partner with pre-existing bus tours • Allows product and message to reach out to people • Helps raise money and promote donations • Portion of proceeds goes to “One for One” charity program to get shoes for children in need • In return, the bus companies would get promotions on TOMS website and mobile app • Runs from May-October
- 22. Tactic 6 Product Placement-“Modern Family”
- 23. Modern Family Product Placement • • • • Americancomedy series on ABC Over 12 million vieers Reaches target audience... and others Humor and actors correlated with TOMS product = awareness and brand loyalty • Last an entire season (9 episodes, 30 seconds per episode)
- 24. Tactic 7 Sales Promotion-“Heart to Sole” Concert Series
- 25. “Heart to Sole”Concert • Reaches out to target market (high school/college students) ;15-24 • Lasts 2 months at different schools across the country with varying artists based on availability • Schools that reach out to TOMS the most would win a concert • Students that wear TOMS shoes/apparel will receive a discount on their next TOMS purchase or show • Artists will customize their TOMS then sold exclusively to a selected student at the end • After TOMS proceeds are covered, money goes towards company and “One for One” message
- 27. Tactic 8 Sales Promotion-Coupons
- 28. Coupons • TOMS currentlydoes NOT offer any coupons or sales for its customers • Incorporated in newspapers and magazines • Buy 1, get next pair ½ off • All year round • Shopping on new mobile app, you receive a scanned 10% off discount that will last 6 months • Helps promote mobile app and company
- 29. Tactic 9 Public Relations-News Press Release
- 30. News Press Release •This can be written by anyone journalist interested or by the company • Dispersed around and showcased in any print outlet that will take it • Free press, get the message out! • Will contain dates, locations and other news on TOMS new advertising tactics and upcoming events • Can be used interchangeably around the country and in many different locations
- 31. Tactic 10 Direct Mail-Informational Pamphlets
- 32. Informational Pamphlets • Maileddirectly to larger areas of the population (city, urban areas) • Contain information on TOMS as a brand & educate them; spread message • Show examples of their shoes and products • Contact information, mobile app, and website will be on the pamphlet • Some will be sent out in August to announce our upcoming events • The rest will be sent out in the end of March 2014 in order to remind the public of events approaching in the upcoming summer.
- 33. Budget Breakdown • DirectMail • Public Relations Estimated Price of News Press Release $00.00
- 34. Budget Breakdown Cont’d… •Sales Promotion • Advertising Print Advertising $171,000.00 Billboard Cost $600,000.00 Mirror Campaign/Bus Ads $140,000.00 Mobile Application $1,599.00 “Ride for a Cause” $240,000.00 Product Placement “Modern Family” $2,244,492.00 Estimated Advertising Budget $3,397,091.00
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- 37. Time Frame Tactics September- October(2013) The “Heart to Sole” collegiate concert series goes underway and tours across the country for two months, ending on the final weekend of October. November- December (2013) TOMS mirror outdoor advertising campaign ends while its other promotional advertising through billboards, print and mobile devices continue. January- March (2014) Advertising continues for TOMS shoes and prepares for the upcoming summer months where hopefully sales will increase even further.