“Connecting consumers in the first world to a person in the third world with a need” (TOMS Shoes). These words exude a grass-roots connectivity based on economic and cultural environments that has affected inception and growth of TOMS Shoes. Throughout the short video “TOMS Shoes for a Better Tomorrow,” Chief Shoe Giver Blake Mycoskie passionately portrays this company as a movement versus a major profit building machine.
In this short essay, this author will emphasize marketing demographic and cultural aspects to the marketing decisions of TOMS Shoes.
As with any marketing strategy, finding and maintaining a successful connection with a consumer base is vital for sustainability. Finding a uniform way to market to the generations can be …show more content…
Although historically, baby boomers would have sat on the side lines and written a check, they can see canvas shoes as relaxing, socially benefiting, as well as reasonably priced. Additionally, these shoes are also seen as generational norms for the X-Y- and Zers. TOMS continues to close the generational divide by inviting product users to live the story by volunteering on a give-mission. This along with TOMS’ user model that everyone is TOMS, draws the desire to engage in social goodness from all …show more content…
Some consumers will go for style (Prada closed-toe pump) over comfort (loafer), while others will seek to align with either a personal perception (hippie or conservative) or organizational value (save the whales). Regardless of attitude, TOMS is focused on providing a product that can benefit global society.
Although TOMS appears to target the Generation Y demographic, a genuine desire to be a part of saving the world through social consciousness is provided to each product user. Mycoskie explains that user engagement is not selective to social media. Each user becomes a walking-talking advocate for TOMS’ mission and as such self-identifies and likely becomes a life-long user.
An active participate takes ownership and as such become accountable for their actions. It is this author’s consensus that relating that concept to TOMS’ advocacy towards user engagement, and the limited collection seen throughout the short video, each user is able to reflect a sense of activism along with personal
In this short essay, this author will emphasize marketing demographic and cultural aspects to the marketing decisions of TOMS Shoes.
As with any marketing strategy, finding and maintaining a successful connection with a consumer base is vital for sustainability. Finding a uniform way to market to the generations can be …show more content…
Although historically, baby boomers would have sat on the side lines and written a check, they can see canvas shoes as relaxing, socially benefiting, as well as reasonably priced. Additionally, these shoes are also seen as generational norms for the X-Y- and Zers. TOMS continues to close the generational divide by inviting product users to live the story by volunteering on a give-mission. This along with TOMS’ user model that everyone is TOMS, draws the desire to engage in social goodness from all …show more content…
Some consumers will go for style (Prada closed-toe pump) over comfort (loafer), while others will seek to align with either a personal perception (hippie or conservative) or organizational value (save the whales). Regardless of attitude, TOMS is focused on providing a product that can benefit global society.
Although TOMS appears to target the Generation Y demographic, a genuine desire to be a part of saving the world through social consciousness is provided to each product user. Mycoskie explains that user engagement is not selective to social media. Each user becomes a walking-talking advocate for TOMS’ mission and as such self-identifies and likely becomes a life-long user.
An active participate takes ownership and as such become accountable for their actions. It is this author’s consensus that relating that concept to TOMS’ advocacy towards user engagement, and the limited collection seen throughout the short video, each user is able to reflect a sense of activism along with personal