Promotional Strategies & Tactics
TOMS will incorporate various promotional tactics in order to meet the objective of
brand interaction with new and existing customers. Promotions will offer incentives to
increase customer satisfaction and brand loyalty.
Shoe Design Contest:
TOMS will attract and involve consumers by giving them the opportunity to design
their own shoe on TOMS website. Once designed, consumers will have the option of
submitting the design to the contest. A total of 10 designs (10 winners) will be chosen
and released in a new “TOMS Fans” line and available online for purchase.
TOMS Travels:
TOMS will kick off a road trip across the country traveling to different college
campuses. With the theme of "More than just a Shoe" TOMS hopes to inspire college
students to become more involved, whether it is with the brand or just in the students'
local communities. TOMS merchandise will also be for sale when stopping at each
campus. TOMS fans will be able to follow where TOMS is traveling through Facebook
or on the TOMS mobile application.
Shoe Drop:
As one of TOMS events, a shoe drop will take place in heavily concentrated areas of
TOMS customers, such as Santa Monica, California. This will take place in an open
area, such as Douglas Park, and an airplane will drop 500 canvas bags with a TOMS
$50 Gift Pack, TOMS stickers, and flyers for upcoming events.
(TOMS $50 Gift Pack includes: a DVD of the documentary, For Tomorrow: The TOMS
Shoes Story, a TOMS poster, and a $50 Gift Card redeemable at TOMS.com for shoes or
apparel.)