Signal_SuccessBrief_Toms

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					success brief |                                                         TOMS
Interactive Mediums Success Story


Challenge
                                                       Challenge
                                                     TOMS Shoes, one of the world’s fastest growing shoe companies, offers
                                                     more than just cute shoes; they offer the opportunity to make a difference.              shoes, and hosting Style Your Sole parties.
                                                     For every pair you purchase, TOMS will give a pair of shoes to a child in
                                                     need. One for One.                                                                       The Vagabonds also screen the TOMS documen-
                                                       TOMS Shoes, one of the world’s
                                                     Always a step ahead of the curve, TOMS utilizes innovative Web 2.0
                                                     marketing strategies to position their brand and reach their target
                                                                                                                                              tary, For Tomorrow, which beautifully tells the
                                                       fastest growing shoe companies,
                                                     consumers. The company forgoes traditional advertising and instead
                                                     relies almost exclusively on
                                                                                                                                              TOMS story. With an abundance of personal inter-
offers more than just cute shoes; they offer the
viral and ambient tactics combined with highly targeted field
events to recruit brand evangelists who are typically 18-28 year
                                                                                                                                              action and engagement with students, teachers,
old urban hipsters and spend an inordinate amount of time
opportunity to make a difference. For every pair
online, and on their mobile phone.
                                                                                                                                              friends, and community members, TOMS needed
you purchase, TOMS will give a pair of shoes to
Given that this age group can seldom be found without a cell                                                                                  a way to capture the contact information for
phone on them or within arm’s reach, TOMS began to explore
a child in need. One for One.
the mobile messaging frontier as another opportunity to deliver                                                                               the attendees, and parlay that into an engaged
immediate and highly relevant messages about their brand and
grow their loyal following, and to that end, they partnered up
with mobile messaging experts Interactive Mediums.
                                                                                                                                              and loyal customer following.
Always a step ahead of the curve, TOMS utilizes
Solution
innovative Web 2.0 marketing strategies to
Interactive Mediums identified the Vagabond Tour as a stellar opportunity for TOMS Shoes to benefit from
                                                                                                                                              The answer was mobile. The seasoned software
position their brand and reach their target consum-
a turnkey mobile marketing solution. The Vagabond Tour is a ten-week field promotion featuring five
dedicated teams that drive vans full of shoes visiting colleges across the US, creating buzz about the
                                                                                                                                              engineers at Signal had TOMS up and running
ers. The company forgoes traditional advertising
TOMS One for One mission, selling shoes, and hosting Style Your Sole parties. The Vagabonds also
screen the TOMS documentary, For Tomorrow, which beautifully tells the TOMS story. With an abundance
                                                                                                                                              with a mobile solution in less than 24 hours.
                           of personal interaction and engagement with students, teachers, friends,
and instead relies almost exclusivelyway to capture the contact
               and community members, TOMS needed a
                                                    on viral                                                                                  TOMS Vagabonds invited students to text the
                                                  information for the attendees, and parlay that into an engaged and loyal
and ambient tactics combined with highly targeted customer following.                                                                         word “TOMS” for more information on sales
field events to recruit brand evangelists who     The answer was mobile. The seasoned software engineers at Interactive                       and sweepstakes. When they did, TOMS
                                                  Mediums had TOMS up and running with a mobile solution in less than 24
are typically 18-28 TOMS Vagabondsurban hipsters and for more quickly replied:
                hours. year old invited students to text the word “TOMS”
                                                  information on sales and sweepstakes. When they did, TOMS quickly replied:

             “Having fun amount of time online,
spend an inordinate with the Vagabonds? Text me your email address and the city
                                                  you’re in, and I’ll email you the info for the Argentina sweepstakes. Good luck!”
and on their mobilechallenge was to quickly follow-up with students by email, and
              The next
                       phone.                                                                                                                 “Having fun with the Vagabonds? Text me your
                                                  Interactive Mediums once again stepped up to deliver a custom solution
                                                                                                                                              email address and the city you’re in, and I’ll
Given that this age group can seldom be found
©2009 Interactive Mediums. All rights reserved.                                Call us at 866-683-9863 or email info@interactivemediums.com
                                                                                                                                              email you the info for the Argentina sweepstakes.
without a cell phone on them or within arm’s reach,                                                                                           Good luck!”
TOMS began to explore the mobile messaging
frontier as another opportunity to deliver immedi-                                                                                            The next challenge was to quickly follow-up with
ate and highly relevant messages about their                                                                                                  students by email, and Signal once again stepped
brand and grow their loyal following, and to that                                                                                             up to deliver a custom solution that connected
end, they partnered up with mobile messaging                                                                                                  mobile opt-in requests with email auto-responders.
experts Signal.                                                                                                                               The entire process was automated, delivering an
                                                                                                                                              email offer in less than four minutes and freeing
Solution                                                                                                                                      the TOMS marketing team from any administrative
                                                                                                                                              hassle. By following up with an email offer, TOMS
Signal identified the Vagabond Tour as a stellar                                                                                              is able to reconnect with these web-savvy buyers
opportunity for TOMS Shoes to benefit from a                                                                                                  when they are online and just one click away from
turnkey mobile marketing solution. The Vagabond                                                                                               the TOMS website, blogs, You Tube videos, and
Tour is a ten-week field promotion featuring                                                                                                  more. TOMS encourages sales by providing
five dedicated teams that drive vans full of shoes                                                                                            promotion codes and the chance to win a trip, or
visiting colleges across the US, creating buzz                                                                                                “Shoe Drop,” where lucky winners fly with TOMS to
about the TOMS One for One mission, selling                                                                                                   Argentina to hand place shoes on children’s feet.




Success Brief: Toms                                                                                                                                                                            1/2   
              Results

              By weaving mobile marketing into their field                    TOMS plans to continue to engage students
              events, TOMS was able to initiate an immediate,                 in future campaigns, reaching out to people in
              personal and relevant dialogue with their target                target tour cities, recruiting support, and encour-
              market, collect customer data and develop                       aging word of mouth marketing on campus in
              an ongoing relationship—all from an intuitive,                  addition to sharing new content by email. In
              web-based mobile dashboard.                                     addition, TOMS is weaving their mobile efforts
           Interactive Mediums Success Story Magazine, and advertising theyand “Chief
                                        into some limited offline
                                        in GOOD                   the firm’s CEO
                                                                                 tested
              Signal provided TOMS Shoes with unparalleled
            Interactive Mediums Success Story
              customer service. According to Caitlin Coble,                   Shoe Giver” often incorporates mobile texting
              Social Media Manager for TOMS, the customer                     into his public speaking efforts, reaching beyond
              support at Signal was extremely helpful. “I made                the podium to engage audiences while he’s
              it clear from the beginning that we’d never                     speaking as well as long after he’s done.
            Challenge
           that connected mobile opt-in requests with email auto-responders. The entire process was automated,
              worked with anything like this before, and I might
                                        TOMS than four minutes and growing the TOMS marketing team from any
           delivering an email offer in lessShoes, one of the world’s fastestfreeingshoe companies, offers
                                                                           The use of a turnkey mobile marketing solution
              be asking lots of questions,” says Caitlin. shoes; they offer the opportunity to make a difference.
           administrative hassle. By more than just cute
                                        following up with an email offer, TOMS is able to reconnect with these web-savvy
                                                                           has give a both shoes to a child and efficient.
             “The team was very patient, walking me through TOMS will been pair of cost-effectivein
                                        For every pair you purchase,
           buyers when they are online and just one click away from the TOMS website, blogs, You Tube videos, and
                                        But One the first
              the process step by step. need.afterfor One.                 The complete managed services platform frees
           more. TOMS encourages sales by providing promotion codes and the chance to win a trip, or “Shoe Drop,”
                                                                           up time for innovative Web 2.0
              one, I was able to manage the whole ahead of the curve, TOMS utilizes TOMS staffers to devote to the greater
                                        Always a step campaign
           where lucky winners fly with TOMS to Argentina to hand place shoes on children’s feet.
                                        marketing strategies to position their brand and reach their target
              by myself online.”                                              goal of expanding their One for One mission.
                                              consumers. The company forgoes traditional advertising and instead
                                              relies almost exclusively on

           Results
            viral and ambient tactics combined with highly targeted field
            events to recruit brand evangelists who are typically 18-28 year
By weaving mobile marketing into their
            old urban hipsters and spend an inordinate amount of time
            online, and on mobile marketing into their field events, TOMS was able to initiate
           By weaving their mobile phone.
field events, TOMS was able to initiate
          an immediate, personal and relevant dialogue with their target market, collect
           Given that this age group can seldom be found without a cell
                  personal and reach, TOMS began relationship – all from an intuitive, web-
an immediate, on them or within arm’srelevant dialogue
          customer data and develop an ongoingto explore
           phone

with theirbased mobile dashboard. customer
           target market, collect
           the mobile messaging frontier as another opportunity to deliver
             immediate and highly relevant messages about their brand and
data and develop an ongoing relationship.
             grow their loyal following, and to that end, they partnered up
           Interactive Mediums provided TOMS Shoes with                       unparalleled customer service.
             with mobile messaging experts Interactive Mediums.
           According to Caitlin Coble, Social Media Manager for TOMS, the customer
           support at Interactive Mediums was extremely helpful. “I made it clear from
             Solution
           the beginning that we’d never worked with anything like Signalbefore,developsmight be asking lots of questions,”
                                                                                 About this | Signal and I and provides innovative
             Interactive Mediums identified the Vagabond Tour as a stellar opportunity for TOMS Shoes to benefit from
                                                                                 marketing solutions designed step by step. But after the first one,
           says Caitlin. “The team was very patient, walking me through the processto help companies acquire,
             a turnkey mobile marketing solution. The Vagabond Tour is a ten-week field promotion featuring five
                                                                                 retain and develop customer relationships via mobile
             dedicated teams that drive the whole campaign by across online.”
           I was able to managevans full of shoes visiting collegesmyselfthe US, creating buzz about the
                                                                              and other marketing channels. The company’s easy-to-use
            TOMS One for One mission, selling shoes, and hosting Style Your Sole parties. The Vagabonds also
                                                                              software-as-a-service cross channel campaign manage-
             screen plans to continue For Tomorrow, which beautifully tells the TOMS story. reaching out to
           TOMS the TOMS documentary, to engage students in future campaigns,Withenables marketerspeople in target tour cities,
                                                                              ment platform (Signal)
                                                                                                       an abundance
                                                                                                                          to rapidly develop,
                                       of personal interaction and engagement with students, teachers, friends,
                                                                               marketing on campus in addition to sharing
           recruiting support, and encouraging word of mouth execute and analyze campaigns using multiple channels, new content
                                       and community members, TOMS needed a way to capture the contact
                                       information for the attendees, mobile that into an engaged and loyal
           by email. In addition, TOMS is weaving their and parlayeffortsainto some limited offline advertising they tested
                                                                              all feeding common customer database embracing the
                                                                              concept of a universal profile. Used by many leading brands,
           in GOOD Magazine, and the firm’s CEO and “Chief Shoe Giver” often incorporates mobile texting into his
                                       customer following.
                                                                              retailers, online services, agencies, and broadcast media,
                                  The answer was mobile. the podium toprocesses millions of customer
                                                                 Signal engage audiences while he’s speaking as well as
           public speaking efforts, reaching beyond The seasoned software engineers at Interactive interactions each
           long after he’s done. Mediums had TOMS up and running with a mobile solution in less than877-450-0075, go to
                                                                 month. For more information, call 24
                                                                           signalhq.com word “TOMS” for more
                                         hours. TOMS Vagabonds invited students to text the or send email to info@signalhq.com.
                                  information on sales and sweepstakes. been both cost-effective and efficient. The complete
           The use of a turnkey mobile marketing solution hasWhen they did, TOMS quickly replied:
                                 “Having fun with the Vagabonds? Text me 2010 email to devotethe city
                                                                             © your Signal. All Rights to the
           managed services platform frees up time for TOMS staffers address and Reserved. greater goal of expanding their
                                  you’re in, and I’ll email you the info for the Argentina sweepstakes. Good luck!”
           One for One mission.
                                         The next challenge was to quickly follow-up with students by email, and
              Success Brief: Toms
                                         Interactive Mediums once again stepped up to deliver a custom solution
                                                                                                                                  2/2   

				
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