Movers, Shakers & Integrated Web Marketing: Spotlight on TOMS Shoes

In business, finding creative ways to stay current with customers and prospects is no easy task.  It takes tailored audience research, a killer content marketing calendar, a keen eye on how to utilize social media and a solid integrated marketing plan.  And the better you understand the needs and preferences of your audience, the more likely they are to sit up and listen when you share your product or service.

We find a great example of effective customer engagement combined with a stellar integrated marketing plan in the TOMS Shoes company.

Founded in 2006 by American traveler Blake Mycoskie, TOMS Shoes is built on a simple yet effective business model: With every pair you purchase, TOMS will give a pair of new shoes to a child in need. One for One.  By 2010, TOMS Shoes has already sold over 1,000,000 shoes and has since expanded its selling reach to 23 countries worldwide.  How do they do it?  Here’s a swift review of some key integrated marketing pieces revealing their ability to step up to the challenge.

Engaging Videos

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This example comes from TOMS Wedding Collection. What makes this video engaging is that it weaves product and placement together into a Boy Meets Girl / Boy Marries Girl storyline that this target audience can easily relate to.  The upbeat music and rapid progression of scenes holds your attention all the way through the last slide that uses clever messaging and a call to action:  Take Your Next Big Step with TOMS.

Tailored Landing Pages

To promote their TOMS Prom Collection, the company created tailored landing pages like this one to promote as links on social media sites like Facebook and Twitter.  This strategy has the dual advantage of improving search engine queries through fresh content and engaging customers through marketing.


Creative Recruitment

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TOMS translates its hiring into fun videos that reveal A Day In The Life of a TOMS employee.  Filled with colorful backdrops and diverse team members, TOMS actively draws interest by clarifying messages about what it means to work for a passion-filled company.

Active Pinning

TOMS activity on Pinterest reveals loyalty from their customers, who proudly decorate their boards with pins showcasing their TOMS shoes, creative embellishments and different ways/places to wear TOMS.  The real success is in the two-way conversations happening as a result.


Multi-Audience Marketing

One way that TOMS connects with its audience is by creating products tailored for special seasons and interests, like Politics.  This line of TOMS encourages customers to Vote With Your Feet.


Autumn Consulting is a web marketing Milwaukee agency serving local area businesses and organizations with integrated marketing solutions.  Our team includes a diverse group of marketing professionals who specialize in web marketing, content writing, web design, programming, project management, and sales/business strategy.

If you’re looking for more business marketing strategies from a Milwaukee web marketing consultant you can trust, contact us today to get started.

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