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How TOMS Creates Customers For Life
[b][url=http://www.tomsshoes2u.com]shoes toms[/url][/b] TOMS is well known for innovating the 1-for-1 giving model: Buy a pair of shoes and TOMS will donate another pair to someone in need. The company applied its business model to eyeglasses in 2011 and as of last year began selling coffee and donating clean water to the coffee growing communities. Since 2006 TOMS has given more than 15 million pairs of new shoes to children in need and helped restore sight to over 250,000 people. It has over 100 Giving Partners in over 70 countries around the world, focusing on how best to integrate shoes into larger community development programs in health, education and well-being.
[b][url=http://www.tomsshoes2u.com]cheap toms shoes online[/url][/b] At the recent ANA Digital conference the company’s chief digital officer Zita Cassizzi shared how TOMS is also innovating in connecting with its passionate base of customers to create customers for life. I had the opportunity to talk with Cassizzi after the conference about the company’s Five Cs approach to marketing.
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[b][url=http://www.tomsshoes2u.com]toms shoes outlet stores[/url][/b] Ellett: At the conference you talked about the idea of customers for life versus transactional experiences. How does that change your thinking about marketing at TOMS?
[b][url=http://www.tomsshoes2u.com]toms shoes outlet online[/url][/b] Cassizzi: It’s different from traditional marketing because we’re not just a shoe company, a sunglasses or a fashion company, or a coffee company. We’re not just selling — we’re also a movement.
[b][url=http://www.tomsshoes2u.com]Discount Toms Shoes Outlet Sale[/url][/b] So we always want to make sure that when we touch and engage with customers it’s not just about selling a product but it’s about becoming a part of the movement. And becoming part of the movement is a lifelong relationship. It changes the marketing in several ways because we want to make sure that we’re talking to them not just in a transactional way but also in a long-term, “How do we stay engaged and find out what’s relevant to them” dimension.
Ellett: You also talked about 5Cs as your thought process for omni-channel experiences. How did you develop those 5Cs?
Cassizzi: We always start with the customer, so the big C is being customer-centric. Another C that’s really important is collaboration. The digital world, with mobile and social, is all about collaboration — in order to be successful we integrate it into everything that we do.
Ellett: You use the next C, community, in a much broader context than a lot of marketers. Expand on your view of community and why it’s so important to connect with community?
Cassizzi: Community for us means customers, but it’s also potential future customers. And it’s about the community from a life standpoint, not so much as a business standpoint; community from an experiential standpoint. So it’s about the whole movement that we’re driving — the community that cares about the same values that the company cares about. That’s how we think about it. [It encompasses] our community, the social media community and the community that comes to visit the TOMS store and hangs out there because they feel so comfortable in a store that’s part of the brand and part of the movement. People come to TOMS.com because they love our shoes and they love to be a part of our community.
When people ask to sign up on our email list what they are really doing is signing up to join our community because our emails are not just about products. We inject movement-based and giving-based information to them as well so it makes our marketing much more multidimensional.
Ellett: You discussed that the content you use to engage your community needs to have both intrinsic and extrinsic value. Can you expand on that?
Cassizzi: Yes. Content per se is what we have. The conversation we’re having with our community could be product related but a lot of times it’s about engaging that deeper relationship, that intrinsic value we’re providing in terms of things that the customer cares about. Valuable content should be what the customer cares about at that particular time and will spend his or her time engaging with. Today most customers, especially millennials, have to have that intrinsic value. We’re trying to be true to our core brand, which is not only about selling but also engaging in doing good in the world.
Ellett: An important aspect of any movement is for the members of the community to share with other people so that the movement grows from within not just from the sponsor. What do you do to help encourage your advocates, your fans, to bring other members into the movement?
Cassizzi: Social media is obviously a huge part of that in terms of how we engage our members. We’re encouraging those member-to-member and peer-to-peer conversations. One example that I talked about at the conference was the Ticket to Give program. We encouraged those who submitted their inspirations to have their own communities vote for them, which really engaged their peers. “Hey, vote for me because I really would like to go on a giving trip.” So that’s one. We also have campus clubs and community clubs that we encourage. We go to the campuses and community centers and we work with them on things they are trying to achieve and how we can be a part of their mission. We’re acting as a facilitator and simultaneously introducing the TOMS mission to a larger a community. We’re not playing the primary role there but are a keen participant.
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