I am really excited to talk about this. I was watching the news this morning and an anchor mentioned the new TOMS Marketplace. I love my TOMS shoes, so the mention of the brand grabbed my attention immediately. This may be the best PR I have seen this year!
TOMS has launched this online marketplace to showcase other socially conscious brands. TOMS is famous for their buy-one-give-one line of shoes and sunglasses. The new online marketplace features other brands and companies who are using their products to benefit others. The idea of the marketplace is to provide a one-stop shop for consumers to purchase goods that benefit the world.
What is unique is that the TOMS Marketplace is NOT about TOMS. The website features many different products and brands. Each product that can be purchased by the consumer gives back to the world in a different way. For example, some brands support education, fight hunger or fund reforestation.
TOMS is represented by Turner PR. According to the website, the PR team was brought on to help the brand get recognition on a global scale. This new marketplace will bring a ton of press coverage to the brand! Its a sneaky way to get your brand talked about without a bunch of meaningless advertising that consumers don’t pay attention to.
As a PR student, I looked up TOMS press releases. Believe it or not, what we are learning in class in actually useful in the real world! Check out this public relations plan for TOMS. The plan even includes a SWOT analysis. The campaigns class I am taking is actually going to come in handy!
And yes, I LOVE my TOMS. I get mine from the children’s section, which saves me some money and they fit better!
What do you think? Is this new marketplace a genius plan for TOMS? Or, do you believe that it could hurt TOMS?