TOMS Shoes Public Relations Campaign

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TOMS Shoes PR Campaign

Table of Contents

Situation Analysis 2

Critical Issues 2

Core Problem 3

Campaign Goal 3

Objectives 3

References 4

TOMS shoes was founded by Blake Mycoskie in 2006 based on the simple line: One for One. With every pair of shoes purchased, TOMS will give a new pair of shoes to a child in need. The TOMS mission statement translates to utilizing the individual consumer’s buying power in order to benefit the greater good of the world. The TOMS mission statement transforms consumers into benefactors and allows TOMS to grow a sustainable business that’s a for-profit donation.

Situation Analysis

While TOMS is a widely distributed brand and is well known, the brand is situated in a business model that is easily copied and the product is easily mimicked. This allows other brands and businesses to earn a profit for the ideas that TOMS started. This also allows for consumers that hadn’t previously heard of TOMS to go to the competition thinking that TOMS was a “knock-off” rather than the original. This can be due to a lack of awareness and sales to consumers.

TOMS is facing a direct copycat in BOBS by Skechers and as a result potentially are losing sales and market share to the company. While TOMS has been around longer, BOBS was created and backed by a notorious brand that was already well established in the shoe market (Kuchle, 2012). TOMS also is lacking in advertisements and endorsements. Opponent brands advertise regularly and have celebrity pairings or endorsements but TOMS chooses to focus on word of mouth, social media, and sparingly use traditional media marketing.

Many consumers wonder if TOMS is really about the cause or if they are out to differentiate themselves in an over saturated mark...

... middle of paper ...

... April 2011). Shoes for Business: The unintended consequences of doing good. The Harvard Crimson. Retrieved from: http://www.thecrimson.com/article/2011/4/27/shoes-local-toms-pair/

Kuchle, M. (August 2012). Bobs Vs. Toms…Don’t believe everything you’re told. Merry About Town. Retrieved from: http://merryabouttown.com/bobs-vs-toms-dont-believe-everything-youre-told/

Staff. (9 January 2013). TOMS vs BOBS- A classic shoe dilemma. One Day of Peace. Retrieved from: http://odop.ethran.com/toms-vs-bobs-a-classic-shoe-dilemma/

TOMS. (2014). Home One for One Movement. TOMS Shoes. Retrieved from: http://www.toms.com/

Torelli, C.; Monda, A.; Kaikati, A. (February 2012). Doing Poorly by Doing Good: Corporate Social Responsibility and Brand Concepts. Journal of Consumer Research. Vol. 38, No. 5 pp. 948-963. Retrieved from: http://www.jstor.org/stable/10.1086/660851

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