Today, according to TOMS SHOES, is ONE DAY WITHOUT SHOES day. I love the idea. I am barefoot today. But more interesting to the business world, and especially those trying to understand how social media marketing can work for them, and how to market a concept or idea over a product, TOMS SHOES is a fascinating case study. TOMS is a for-profit company with a social cause. TOMS has a model of buy one, give one. For every pair of shoes bought, TOMS donates a pair to someone in the developing world who has no shoes. The company was founded in 2006, and has taken off. SO much so that TOMS has the marketing power to put together a day where more than one million people will go all day without shoes on. They have done a lot of things right, including creating a beautiful YOU TUBE video explaining the ONE DAY WITHOUT SHOES concept. The founder of TOMS explains in a USA TODAY article why he decided to found a for-profit company instead of a charitable organization:
“When I first decided that I wanted to do something about this problem, I had a few options. I could have written a check to a charity or foundation for a one-time donation. But it didn’t feel right. By being a for-profit, we’re more sustainable,” he explains.
In the world of entrepreneurship, I admire and respect Blake Mycoskie. He has started a company doing something that he loves, is passionate about, and can also do some social good. He has been super smart about how to get the message out about what and how he is doing what he does, and has turned his shoes into a social status symbol. Many people recognize the shoe, and know that you paid more in order to donate a pair of shoes to someone in need. He feels like not only is he donating shoes to a good cause, but he is also helping people talk about the need for shoes in developing countries. But at the end of the day, remember that TOMS is a for-profit