When a consumer purchases a product intended for personal use, there is always a sense of satisfaction and contentment. We all have felt it and on numerous occasion, are in need of this repeated feeling, which is why shopping therapy exists. Most of the time we never question the product which we purchase and logically assume that the end user is us, but what if that’s not the case? What if cohesively we are giving the same emotional feeling/experience to another human being during our transaction. Would that entice the consumers in repeatedly purchasing products which benefits others equality as themselves in comparison to standard products?
If your answer is NO then you have no heart!
Unlike the minority, most people feel a different level of contentment that goes beyond the cause of shopping therapy. The need to give and help, spikes personal self-esteam and fills the heart with positive endorphins. This existing humanitarian emotion living in most of us is the cause of succession for companies such as TOMS.
Started in 2006, Blake Mycoskie’s goal was to help kids who were suffering from soil to feet transmitted deceases or denied education because they lacked shoes. He initiated the rise of a profit-organization called TOMS, committing a pair of shoes for every sold. Currently TOMS has marketed its brand internationally with an extended line of shoes amongst other products maintaining their “One for One” philosophy, and conquering many different aspects of world health.
The brand chooses to deny traditional marketing strategies and uses the budgeted money in supporting product drops as well as employing locals through the entire process. With lack of typical advertisement, TOMS heavily relies on “word of mouth” and its loyal supporters to spread the word. Social media has become the main source of its branding but most importantly, it gives consumers the ability to participate through the entire process, from the point of sale to the visual effect on the second receiver.
With over 2 million likes on Facebook, 2 million followers on Twitter, 51 thousand subscribers on YouTube, and many more supporters through other social media channels, TOMS is able to internationally brand out and effectively communicate its message. Having an active social media community, there is always an activity which TOMS lovers can participate and share their experiences/thoughts. Integrating and promoting communication outside cyber space, is what makes the social media approach so successful for TOMS.
“92% of respondents reported that a positive recommendation from a friend,
family member, or someone they trust is the biggest influence on whether they buy a product or service.” (Paul M. Rand)
Take this blog for an example as a source of social media advertisement. The readers who are aware of the brand, will be reminded of TOMS humanitarian contributions and I’m positive that at least one of you will reminisce on the subject. The rest of you who are unaware of TOMS existence, will become acquainted with its product and philosophy. Depending on your interest towards this subject, further discussions may occur and potentially your first purchase of TOMS.
We are all contributors to branding products we love via social media and TOMS is a great example of how a company with a strong brand awareness, image and values can utilize only social media in establishing a strong brand position in its market niche and succeed.
You have all just experienced the power of social media by reading this blog!