Conscious Capitalism as Marketing
For as long as I have been in the business of design, I have watched clients struggle with the balancing act of social consciousness and profitable business. I think that’s why I was completely enthralled by the media blitz surrounding TOMS SHOES and their April 8th event, “ONE DAY WITHOUT SHOES.”
TOMS Shoes was founded by Blake Mycoski (entrepreneur, Amazing Race contestant and general do-gooder). After a trip to Argentina, he learned that children all over the world were prevented from going to school and had severe health issues due to a lack of shoes. Blake and his enterprising spirit came up with the “one for one” business model, meaning that for every pair he sells, he gives a pair to a child. Blake banked on the idea that when “you are doing something good, people want to help you,” and modified a traditional business model to incorporate donation into its core business.
TOMS doesn’t spend dollars to market their products–no advertising at all. They use traditional media, websites, blogs, and social media to thrust their product into the spotlight. But the most important and interesting part of their marketing campaign is that it relies on word of mouth. It’s viral. TOMS has mobilized its base to get the word out. Idealistic college students all over the world are getting that word out…for free. TOMS gets around 50 emails a day from volunteers wanting to sign up to get involved. Tell me what other profitable business you know that can say that?
TOMS allows customers to share in the experience of their company by allowing customers to participate in creative ways. Over a quarter of a million people walked around barefoot for an entire day on April 8th, just to better understand the issue. Customers take photos of themselves wearing the shoes and post them on the website. They can volunteer to go to a country for a “shoe drop” and experience the children receiving their new shoes. And for those who can’t go, videos of the drops are available on YouTube. Everyone participates, everyone gets to see the grateful faces. Sacrifice and reward all in one.
I think that there are lessons in TOMS. Tell your story, make sure it’s a compelling one and tell it to the right people. But most importantly, allow for opportunities to share in the success that is created by your efforts. Everyone wants to feel the payoff.
