Posted on January 10, 2007
TOMS Shoes - A Case Study in the Power of a Great Story
BY JAMES CLARK
TOMS Shoes is a one of the best examples of what a great story will do to catapult your business.
Journalist and good PR professionals know that great stories have three elements:
1. Differentiation
2. Emotion
3. Simplicity
Well TOMS Shoes knocks it out of the park in all three areas.
Founder Blake Mycoskie, who appeared on CBS's The Amazing Race ended up in Argentina where the local footwear and poverty inspired him to launch a TOMS Shoes.
So here's the story from TOMS Shoes website. Pay special attention to the mission - it captures all three of key elements of a great story.
"Inspired by a traditional Argentine shoe and challenged by the continent's poverty and health issues, I created TOMS with a singular mission: To make life more comfortable. TOMS accomplishes this through its unique shoe and my commitment to match every pair purchased with a donated pair to a child in need...no complicated formulas, it's simple...you buy a pair of TOMS and I give a pair to a child on your behalf."
I bought two pair, and recently received the following email from Shannon Douglas at TOMS Shoes
Dear TOMS Customer,
Due to recent press in Vogue, Elle, and GQ Magazine as you may have seen, we have been blessed with incredible sales. Unfortunately, that means that we ran out of shoes quickly and your order is on backorder. We realize you may have received a similar email like this in the past; unfortunately, due to incredibly high demand and press we've received, the delay has been longer than expected.
Please keep in mind that your order may be shipped out before the next shipment. We hope this has not caused you any inconvenience, and once again thank you for your support. There are many people who appreciate it.
If you would like to switch a backordered style to something in stock please contact me directly and we can get you another style you'd like.
Take Care,
Shannon Douglas
www.tomsshoes.com
disclaimer: you will not when the rat race wearing TOMS.
I was one of 391 people included in the email distribution list.
Oh and by the way, I read about TOMS in Outside Magazine
Take a look at the shoes - Blake's right - they're simple. It's the story that sold me.
