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An analysis of…

An analysis of… . •Mackenzie Nichols • Nicole Newbury • Alicia Reeves • Kelsey Laush • Asia Warf • . Mycoskie’s Inspiration. • Argentina • Children in poverty • One for One • Hardships without shoes. TOMS’ Beginning. • 10,000 to 1,000,000 shoes •Word of mouth •Recognition

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An analysis of…

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  1. An analysis of… •Mackenzie Nichols • Nicole Newbury • Alicia Reeves • Kelsey Laush• Asia Warf •

  2. Mycoskie’s Inspiration • Argentina • Children in poverty • One for One • Hardships without shoes

  3. TOMS’ Beginning • 10,000to 1,000,000 shoes •Word of mouth •Recognition - Press, campaigns, awards

  4. A For-Profit Business •The perks of for-profit •Maintaining corporate social responsibility •Sales locations & prices - Nordstrom, Zumiez, Buckle, etc. - ~$27 to ~$160

  5. Helping those in need. One for One Campaign The first shoe drop in Argentina Giving back.

  6. ONE for ONE Motto Publicity & mass media • Short and sweet • Memorable • Catchy • Influencing & persuasive • Website (TOMS.com) • Word of mouth • Mass media as their publicity -until AT&T campaign • Nordstrom’s

  7. Designed to raise awareness about TOMS • Contest was used over new mobile applications • AT&T gained customer support through this campaign • TOMS first formal advertisement • Short but powerful commercial The Campaign: AT&T

  8. Raise awareness about the buy one give one • A more diverse and idealistic group of people are reached by using AT&T • Used to regenerate cross promotional marketing and a do-good service • Showed people a new service done by “big business” companies

  9. The commercial uses Pathos by showing the children and the donation of shoes • Cognitive dissonance is used to change the perception of AT&T take more give less; big business • Showcases how a cross promotion new wave marketing is used to deliver a message and change perception

  10. Target Audiences Tangible product that is equivalent to monetary commitment to donate. Elaboration likelihood model theory ‘give back by getting’ Analysis of the Campaign

  11. Analysis of the Campaign • Logical - Logos • Shoes are a necessity • Peripheral information processing route • Pathos • Association campaign tactic • Narrative versus direct advertising

  12. Survey

  13. What is the primary message or motto of TOMS?

  14. Do you own a pair of TOMS?

  15. Do you know what TOMS is?

  16. Was the campaign successful?

  17. Thank you! Any questions or comments?

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