How Blake Mycoskie has Made the Business of Giving Pay Off for TOMS Shoes – A WMT Positive Role Model

treatmentspecialist

April 8th, 2009
by treatmentspecialist

TOMS Chief Shoe Giver Blake Mycoskie understands that if people are talking, that’s the best marketing you can do.

TOMS Chief Shoe Giver Blake Mycoskie understands that if people are talking, that’s the best marketing you can do.

Blake Mycoskie’s daring philanthropic business model for TOMS Shoes is at the crux of the hugely successful company that fuses style and sustainability.

The TOM’S Mission is simple:

For every pair of shoes purchased, TOMS gives a pair to a child in need.

But how does Mycoskie do this?

TOMS runs on a tight marketing budget and doesn’t spend a lot on traditional advertising. Mycoskie understands that, “If people are talking, that’s the best marketing you can do.”

With a modest marketing budget, he’s able to make the most of a story to garner free publicity on blogs, YouTube, and other social media platforms. He also writes his own blog.

In a recent interview on CNBC’s The Entrepreneurs, Mycoskie explained that TOMS saves a whole lot of money where other shoe companies are spending on advertising. And they’re able to use that margin to make another pair of shoes, so they can give more away in their legendary shoe drops while still making financial sense.

TOMS shows how, if you have a compelling story to tell, you can engage your consumers to be part of your sales and marketing force.

When someone buys a pair of TOMS, they’re not just buying a pair of shoes – they’re joining a movement that they in turn encourage others to participate in. TOMS customers don’t just wear the shoes, they tell the whole TOMS story wherever they go.

Speaking of which, I need to get me a pair of TOMS!

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Categories: Blog, Positive Role Models, Social Media Marketing

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Comments:

  1. Coree
    (April 8th, 2009 at 2:58 pm)

    Thanks for awesome job you did on your blog with spotlighting Blake and Tom Shoes! Always great to hear about more positive role models!!

    I LOVE the idea of cause marketing that Blake has used. It’s no surprise that his business grew to a company expecting to bring in $13 million in sales this year after only three years in business. “Give and it shall be given’ is a lesson well learned. :)

  2. Lorrie Thomas

    Lorrie Thomas
    (April 8th, 2009 at 11:47 pm)

    I love Tom’s! I think the wild web women need to go touring with him! Can we add him to our Squidoo marketing man crush list? :) rocking post Emilia!

    and yes, Coree, we do give to gain…it’s what it’s all about!

  3. Joannah
    (April 9th, 2009 at 7:01 am)

    I recently came across your blog and have been reading along. I thought I would leave my first comment. I don’t know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.

    Joannah

    http://linuxmemory.net

  4. Lorrie Thomas

    Lorrie Thomas
    (April 9th, 2009 at 6:32 pm)

    thanks Joannah!! Great to have you as a reader!!!

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