Ordinary People, Extraordinary Things

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How it started

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Why shoes?

  1. Basic Protection: More than 1.5 billion people (24% of the world’s population) have a soil-transmitted infection. Shoes help to protect against these infections, as well as injury and disease. 63% of TOMS’ Giving Partners have reported that TOMS Giving Shoes help to protect recipients against foot infection and disease, and 70% have reported protection from injury
  2. Greater access to education: Often, shoes that adhere to a specific dress code are a requirement for students to attend school. In addition to uniforms, books, transportation, and other fees, the cost of uniform shoes can be another financial roadblock. According to 88% of TOMS’ Giving Partners, TOMS Giving Shoes help to reduce families’ financial burdens.
  3. A sense of well-being: A new pair of well-fitting, weather-appropriate shoes can raise children’s confidence and help them realize their own potential. According to 80% of TOMS’ Giving Partners, TOMS Giving Shoes have helped increase a sense of well-being and self-worth among recipients.
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Word of Mouth Marketing

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Refugee support

Local manufacturing

The giving effect

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Lessons In Word of Mouth

  • Create triggers: Create your own triggers by finding something your audience sees or does on a regular basis. By associating your brand with these, you increase the likelihood of people remembering and talking about you. What immediately comes to mind when someone says peanut butter? Was it jelly? In this case, peanut butter acts almost like an advertisement for jelly.
  • Create appeal: Like all marketing strategies, word of mouth works best when it puts the audience first. Think of what would appeal best to your audience. Is it an interactive contest? A behind-the-scenes video? By continuing to give your audience what it wants, you’re able to add to your social currency and generate word of mouth.
  • Create value: The brands worth talking about are ones that provide value. Whether that means solving a problem or providing unparalleled customer service, a customer that sees value will share this with others. Providing value is one of the best ways to gain a customer’s goodwill. If you can offer value in a way that stands out, you can earn a positive customer review and maximize your word of mouth.
  • Create emotion: Emotional attachments are one of the biggest drivers of word-of-mouth marketing. If people feel strongly about a brand or product, they are not likely to drop it, even if a more logical option comes along. People respond to emotions, whether it’s happy, sad, funny, or otherwise, they instinctively want to share it with others. So if you can create experiences that result in positive emotions, your word of mouth efforts can go a long way.
Photo by Geronimo Giqueaux on Unsplash

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