Fulltilt

In 2013, entrepreneurs Randy Goldberg and David Heath stumbled across a Facebook post that mentioned a serious need for socks at homeless shelters around the country. Sock are the #1 requested clothing item at homeless shelters. They decided to launch a sock company called Bombas. Bombas promoted for every pair of socks sold they would donate a pair to the homeless. Bombas has worked hard to develop a line of premium, high-tech, fashionable socks, between $12 and $18, that customers would want to buy.To date, more than ten million pairs have been donated. (Bombas About Us, n.d.)

Bombas is primarily involved in the clothing industry. Goldberg and Heath were made aware of the need for socks through a Facebook posting and continue to reach out via digital social media as well as radio and TV commercials. (Elizabeth Segran, 2017)

Randy Goldberg and David Heath used a mission-based model to stand out., pitched their one-for-one charitable business model on Shark Tank in 2014. (CNBC Make It, 2017) They went into the Tank seeking $200,000 in exchange for 5 percent equity. They ultimately accepted a $200k investment from FUBU founder Daymond John for 17.5 percent. Sales from the beginning were primarily online sales, Google, Amazon Prime, eBay, Bing (Bombas Socks, n.d.). The mission-based marketing is dependent on a cause that helps customers feel like they’re making a real impact. The mission based strategy was for every pair of socks sold, one pair will be donated to a person in need, and to bring awareness to homeless crisis that effects every community especially lager cities. /BOM-BAS/ derived from the Latin word for bumblebee. Bees live in a hive and work together to make their world a better place. They’re small, but their combined actions have a big impact on the world.  That’s why their mantra is bee better, and slogan “ Better socks, Better world, Bee better, hence the Bee symbol on all their socks.

Employees from the Bombas headquarters in New York had come to donate socks. While the brand sends thousands of socks to 750 organizations around the country, they occasionally drop them off in person. It’s a great way to bond as a team, Bombas also believes it’s really important to connect with the people we are serving as a company, because it reminds us about our mission. These interactions have helped Bombas better serve the homeless. It was through the feedback they received from the community that they decided to reengineer the socks they would donate to the homeless. While regular Bombas socks have a special seam that eliminates the bump at the toe, for added comfort, the donation socks have a reinforced seam to make them more durable. The socks are treated with anti-microbial technology, so they don’t need to be washed as frequently and deter fungus. Also, these donation socks only come in black, which is more stain resistant. (Elizabeth Segran, 2017)

Bombas is trying to pave the way for other companies to have in-person giving experiences. Bombas is uniquely equipped to do this, since it has built relationships with homeless shelters and the nonprofit sector. Many companies have time and funds set aside for employees to contribute to charitable causes. Bombas has been creating ways for other brands to dip their toe into the world of social good. Bombas created an event called “60K day,” which was based on the concept than on any given night, 60,000 people in New York end up at a homeless shelter. The plan was to bring individuals from 60 of New York’s hottest companies to visit a shelter and hand out 60,000 socks. The companies included were, Birchbox, Thinx, Kind, Casper, Classpass, Harry’s, Maple, and Spring, among more established brands like Gap, LinkedIn, Shake Shack, and Kenneth Cole.

Bombas launched another program called “Skip Day,” where it invites New York-based companies to take advantage of Summer Fridays and flexible summer hours to volunteer to serve the homeless community. Bombas makes it easy for individuals at companies to jump right into the work. Employees from different companies can gather and assemble bags of products that the homeless need to get through the hot summer months, such as cold bottles of water, ice pops, and wipes. They then go out into the streets to hand these out. These visits are also reinvigorating to employees, since it puts a face to the people they are trying to help with their business. It also gives meaning to their everyday tasks–like making spreadsheets and calling suppliers–when they return to the office.

Online ratings and reviews are as follows, Bombas Socks   with a 4.8 star rating. Google Express - Need Shoe Accessories. eBay (Bombas Socks, n.d.). Amazon Prime with an average star rating of 4.8, (Amazon Prime, n.d.).  Clothing at JCPenney , 4.6-star rating. (JC Penny, n.d.). rockemsocks.com, Shark Week Socks - Rock ‘Em Socks (Sharks, n.d.). lululemon.com, lululemon Official Site . (Women’s Socks, n.d.) hollisterco.com

Hollister Co.  (Shoes & Accessories, n.d.). findsimilar.com The Sock Accessories Outlet  (sock accessories, n.d.)

Facebook 317 K followers, reviews are 5 star ratings on glassdoor (Glassdoor, 1028) Twitter has 12.9 K followers, joined 2011, (Bombas Socks, n.d.), Instagram shows 64.9 K (Bombas Socks, n.d.), Pinterest has only 3,092.

I believe the overall social media marketing strategy of Bombas, a buy-one, give-one brand is brilliant. Offering a high quality product with a 100 percent guarantee, and knowing your expense contributed to a worthy cause, but it was also about starting a broader involvement about homelessness, and providing a model for other companies to replicate about how to get involved with their communities. Other companies can use their own particular areas of strength to contribute in their own unique ways. Birchbox, for instance, has been donating boxes of beauty products–from shampoo to nail polish–to homeless women. Harry’s has been donating razors to people in need and funding charities that serve veterans. Shake Shack has been enlisting its staff to donate food to the hungry after work. These social media posts and activities spurred other less socially involved brands to consider how they can help.

Randy Goldberg and David Heath stumbling across a Facebook posting, passionate about working towards a great cause providing a top of the line quality product, and using one-for-one model pioneered by the shoe brand Toms, and using the power and full resources of social media. At this time, the only recommendation that I would recommend for more recognition towards their cause would be to advertise more on TV. But this type of advertising is a lot costlier than the power of the internet.

References  

(n.d.). Retrieved from Amazon Prime:  https://www.amazon.com/s/ref=nb_sb_ss_i_3_6?url=search-alias%3Daps&field-keywords=bombas+socks&sprefix=bombas%2Caps%2C148&crid=17YMN

Bombas About Us. (n.d.). Retrieved from Bombas: https://bombas.com/pages/about-us

Bombas Socks. (n.d.). Retrieved from Bing:  https://www.bing.com/search?q=bombas+socks&qs=FT&pq=bombas&sc=8-6&cvid=A281E9CF60814D43AD63994E91F77A22&FORM=QBLH&sp=1

Bombas Socks. (n.d.). Retrieved from Instagram: https://www.instagram.com/bombas/

Bombas socks. (n.d.). Retrieved from YouTube:  https://www.youtube.com/watch?v=XNr5Uh1qIeU

Bombas socks. (n.d.). Retrieved from YouTube:  https://www.youtube.com/watch?v=BG2MDlfz1yU&t=9s

Bombas socks. (n.d.). Retrieved from YouTube: https://www.youtube.com/watch?v=vRHMYB4f2iI

Bombas Socks. (n.d.). Retrieved from Twitter: https://twitter.com/bombas

Bombas Socks. (n.d.). Retrieved from eBay:  https://www.ebay.com/sch/i.html?_from=R40&_trksid=p2380057.m570.l1311.R1.TR10.TRC0.A0.H0.Xbombas+.TRS0&_nkw=bombas+socks&_sacat=11

Bombas Socks. (n.d.). Retrieved from Amazon Prime:  https://www.amazon.com/s/ref=nb_sb_ss_i_3_6?url=search-alias%3Daps&field-keywords=bombas+socks&sprefix=bombas%2Caps%2C148&crid=17YMN

CNBC Make It. (2017, June 7). Retrieved from ENTREPRENUERS:  https://www.cnbc.com/2017/08/21/shark-tank-investor-daymond-john-won-big-with-bombas.html

Elizabeth Segran, P. (2017, July 27). Moving the  Needle. Retrieved from Fast Company:  https://www.fastcompany.com/40445016/how-one-sock-brand-is-helping-startups-step-up-their-social-good-game

Glassdoor.  (1028, October 30). Retrieved from Compant Ratings:  https://www.glassdoor.com/Reviews/Bombas-Reviews-E1605933.htm

JC Penny.  (n.d.). Retrieved from Shop Departments:  https://www.jcpenney.com/g/women/N-bwo3x?pageType=X2H2&utm_source=google&utm_medium=cpc&utm_campaign=paid%20search&cid=paid%20

Leighton, M. (2018, September 19). Retrieved from  Business Insider: https://www.businessinsider.com/bombas-socks-review

Sharks.  (n.d.). Retrieved from Rock'em: https://rockemsocks.com/collections/sharks?gclid=Cj0KCQiArenfBRCoARIsAFc1FqeikZpZSurmyDJFVpZV29-6JLjeGuz4EjOdCdAYSsDjnK2zzU5-UX8aAjUhEA

Shoes & Accessories. (n.d.). Retrieved from hollister.com:  hollisterco.com  Visit Website Hollister Co.® - Cyber Monday Starts  Now_BMM_C&gclid=Cj0KCQiArenfBRCoARIsAFc1FqfC0_gFi2onusCvV2XAb7ednLpG8493

sock accessories. (n.d.). Retrieved from findsimilar.com: https://www.findsimilar.com/search?q=sock+accessories&cid=4146&campaignid=954831731&adgroup_id=44215909901&keyword=kwd-296541545240

For my Social Media Final I chose the Make-A-Wish Foundation to showcase how effectively they are using social media.. The Make- A-Wish Foundation is a non-profit organization that fulfills little boys and girls dreams that are sick and suffering from terminal illnesses. Tens of thousands of volunteers, donors and supporters advance the Make-A-Wish vision to grant the wish of every child diagnosed with a critical illness. In the United States and its territories, on average, a wish is granted every 34 minutes. They believe a wish experience can be a game changer creating confidence and hope. This one belief guides the foundation and inspires Make-A-Wish to grant wishes that change the lives of the kids everyday. (Makeawish)  Make-A-Wish is in the fundraising industry which is very dependant on the generosity of others.

Make-A-Wish is using many platforms to get in touch with the public, they are currently on Twitter, Facebook, Limkedin, Snapchat, YoTube, Instagram, Pinterest And Google+ .  They are currently engaging on all of the social media websites. Social media is very critical to what they do, the foundation uses social media to get the word out about the illness they are focusing on at the time and spread awareness.  In 2017 the foundation decided to advance their social media presence in order to raise more funds as wishes were becoming more expensive.  Make-A-Wish stepped up its digital and marketing efforts and decided to participate in digital crowdsourcing to fundraise. They created a project on crowdrise called Wishmaker, they showcase the wishes that they are trying to grant for the children and the doner can choose which child to donate to.  It was a more personal way to encourage more donations, even if in smaller amounts to allow Make-A-Wish to keep granting wishes.(Adage)

Their social commerce strategy is very clear, they have an easily identifiable online persona and they are always building on the mission of the foundation.  The foundation is constantly posting on thier social media site to encourage future donations to the fund and to inspire others to consider donating to help the children realize thier dreams. They want to keep the followers engaged, they do this by posting the stories of children who have gotten thier wish or children that are looking forward to having thier wish granted.  They know that more followers mean more contributions.

The use of social media platforms allowed thousands of followers inside and outside of the United States to contribute.  Several opportunities allowed even those who couldn’t physically attend the event to participate by live streaming. They also used social media to reach out to other companies, celebrities or organizations  to utilize their resources to help make the wish come true.  Branding is a big part of the Make-A-Wish Foundation because brand recognition is important to them.  They want people to know exactly who the are and what they stand for so they have rules about how they want thier supporters to market local fundraisers physical or online.  They do allow co-branding for events that are sponsored but again with rules on how the Make-A-Wish logo should appear.

Make-A-Wish is a non- profit organization/charity useing Youtube, Instagram, Facebook, Tumblr, Linkedin, Snapchat and Twitter to raise awareness across the world. They use all of those applications but two that stick out as an essential marketing process is Facebook and Twitter. They use Facebook to spread the word about the different campaigns they are running and to see if anyone is interested in helping out.  In other cases they are using twitter to reach out to certain people that are the main part of the child’s wish to entice them to participate.  One of the strategies that they are using is enlisting national and local Make-A-Wish organizations so that they can reach more people.  The more followers that they have on any social platform increases thier ability to effectively fundraise.  Presently on Twitter they have 219.8K Followers who are constantly exposed to the children and their wishes.

Make a Wish also has its own YouTube channel where you can watch all of the videos that they have posted with their campaigns and the wishes that they have granted for children.  Thier objective in managing this channel is to increase exposure, develop loyal fans and increase website traffic because it translates to more donations.

The overview on this is a key factor in identifying weaknesses.  It indicates that response time is bad and if Make-A-Wish is striving for engagement then they need to improve on that.

 It is also indicated that the length of the posts are too long to be engaging to the user.  They should shorten the posts to inspire more engagement.

This Twitter analysis shows the load time for the Twitter page and the total amount of keywords.

The Make-A-Wish Foundations strategy is to mainly spread awareness of the many children that are suffering from terminal illnesses in the world and to reach out to people that would be interested in possibly donating to make that child’s dream come true.  They have a marketing strategy in place in which they are targeting select demographics such as higher income middle aged people who are more able to donate to the foundation.  They are also building thier promotional strategies by continually posting and tweeting thier personal interest stories.  When you look at thier overall marketing strategy it seems like they could use an improvement on the responsibility factor, i.e. who is posting and how often as there seems to be a lag on some of the social media sites.  Since it is “increasingly common for organizations to include a heavy dose of social media in thier marketing plan” (Tuten&Solomon108) it becomes even more important to ensure that all the time put into social media marketing is producing results.

The Make-A-Wish foundation has made good use integrating all of the channels to create thier own social media mix, it shows that they are paying attention to the target audiences that they want to reach.  The older digital immigrants are more apt to use Facebook while the digital natives are more apt to use Snapchat or Twitter, so they are using all of the social media platforms to try to reach the most people, some to donate, some to volunteer and some to pass the message on.

References

How it works. (2018). Retrieved November 23, 2018, from https://www.makeawish.org.au/wishes/how-it-works

Slefo., G. P., & Slefo, G. P. (2016, August 30). As Price of Granting Wishes Goes Up, Make-A-Wish Goes Digital. Retrieved November 23, 2018, from https://adage.com/article/digital/make-a-granting-wishes-expensive/305618/

In 2013, entrepreneurs Randy Goldberg and David Heath stumbled across a Facebook post that mentioned a serious need for socks at homeless shelters around the country. Sock are the #1 requested clothing item at homeless shelters. They decided to launch a sock company called Bombas. Bombas promoted for every pair of socks sold they would donate a pair to the homeless. Bombas has worked hard to develop a line of premium, high-tech, fashionable socks, between $12 and $18, that customers would want to buy.To date, more than ten million pairs have been donated. (Bombas About Us, n.d.)

Bombas is primarily involved in the clothing industry. Goldberg and Heath were made aware of the need for socks through a Facebook posting and continue to reach out via digital social media as well as radio and TV commercials. (Elizabeth Segran, 2017)

Randy Goldberg and David Heath used a mission-based model to stand out., pitched their one-for-one charitable business model on Shark Tank in 2014. (CNBC Make It, 2017) They went into the Tank seeking $200,000 in exchange for 5 percent equity. They ultimately accepted a $200k investment from FUBU founder Daymond John for 17.5 percent. Sales from the beginning were primarily online sales, Google, Amazon Prime, eBay, Bing (Bombas Socks, n.d.). The mission-based marketing is dependent on a cause that helps customers feel like they’re making a real impact. The mission based strategy was for every pair of socks sold, one pair will be donated to a person in need, and to bring awareness to homeless crisis that effects every community especially lager cities. /BOM-BAS/ derived from the Latin word for bumblebee. Bees live in a hive and work together to make their world a better place. They’re small, but their combined actions have a big impact on the world.  That’s why their mantra is bee better, and slogan “ Better socks, Better world, Bee better, hence the Bee symbol on all their socks.

Employees from the Bombas headquarters in New York had come to donate socks. While the brand sends thousands of socks to 750 organizations around the country, they occasionally drop them off in person. It’s a great way to bond as a team, Bombas also believes it’s really important to connect with the people we are serving as a company, because it reminds us about our mission. These interactions have helped Bombas better serve the homeless. It was through the feedback they received from the community that they decided to reengineer the socks they would donate to the homeless. While regular Bombas socks have a special seam that eliminates the bump at the toe, for added comfort, the donation socks have a reinforced seam to make them more durable. The socks are treated with anti-microbial technology, so they don’t need to be washed as frequently and deter fungus. Also, these donation socks only come in black, which is more stain resistant. (Elizabeth Segran, 2017)

Bombas is trying to pave the way for other companies to have in-person giving experiences. Bombas is uniquely equipped to do this, since it has built relationships with homeless shelters and the nonprofit sector. Many companies have time and funds set aside for employees to contribute to charitable causes. Bombas has been creating ways for other brands to dip their toe into the world of social good. Bombas created an event called “60K day,” which was based on the concept than on any given night, 60,000 people in New York end up at a homeless shelter. The plan was to bring individuals from 60 of New York’s hottest companies to visit a shelter and hand out 60,000 socks. The companies included were, Birchbox, Thinx, Kind, Casper, Classpass, Harry’s, Maple, and Spring, among more established brands like Gap, LinkedIn, Shake Shack, and Kenneth Cole.

Bombas launched another program called “Skip Day,” where it invites New York-based companies to take advantage of Summer Fridays and flexible summer hours to volunteer to serve the homeless community. Bombas makes it easy for individuals at companies to jump right into the work. Employees from different companies can gather and assemble bags of products that the homeless need to get through the hot summer months, such as cold bottles of water, ice pops, and wipes. They then go out into the streets to hand these out. These visits are also reinvigorating to employees, since it puts a face to the people they are trying to help with their business. It also gives meaning to their everyday tasks–like making spreadsheets and calling suppliers–when they return to the office.

Online ratings and reviews are as follows, Bombas Socks   with a 4.8 star rating. Google Express - Need Shoe Accessories. eBay (Bombas Socks, n.d.). Amazon Prime with an average star rating of 4.8, (Amazon Prime, n.d.).  Clothing at JCPenney , 4.6-star rating. (JC Penny, n.d.). rockemsocks.com, Shark Week Socks - Rock ‘Em Socks (Sharks, n.d.). lululemon.com, lululemon Official Site . (Women’s Socks, n.d.) hollisterco.com

Hollister Co.  (Shoes & Accessories, n.d.). findsimilar.com The Sock Accessories Outlet  (sock accessories, n.d.)

Facebook 317 K followers, reviews are 5 star ratings on glassdoor (Glassdoor, 1028) Twitter has 12.9 K followers, joined 2011, (Bombas Socks, n.d.), Instagram shows 64.9 K (Bombas Socks, n.d.), Pinterest has only 3,092.

I believe the overall social media marketing strategy of Bombas, a buy-one, give-one brand is brilliant. Offering a high quality product with a 100 percent guarantee, and knowing your expense contributed to a worthy cause, but it was also about starting a broader involvement about homelessness, and providing a model for other companies to replicate about how to get involved with their communities. Other companies can use their own particular areas of strength to contribute in their own unique ways. Birchbox, for instance, has been donating boxes of beauty products–from shampoo to nail polish–to homeless women. Harry’s has been donating razors to people in need and funding charities that serve veterans. Shake Shack has been enlisting its staff to donate food to the hungry after work. These social media posts and activities spurred other less socially involved brands to consider how they can help.

Randy Goldberg and David Heath stumbling across a Facebook posting, passionate about working towards a great cause providing a top of the line quality product, and using one-for-one model pioneered by the shoe brand Toms, and using the power and full resources of social media. At this time, the only recommendation that I would recommend for more recognition towards their cause would be to advertise more on TV. But this type of advertising is a lot costlier than the power of the internet.

References  

(n.d.). Retrieved from Amazon Prime:  https://www.amazon.com/s/ref=nb_sb_ss_i_3_6?url=search-alias%3Daps&field-keywords=bombas+socks&sprefix=bombas%2Caps%2C148&crid=17YMN

Bombas About Us. (n.d.). Retrieved from Bombas: https://bombas.com/pages/about-us

Bombas Socks. (n.d.). Retrieved from Bing:  https://www.bing.com/search?q=bombas+socks&qs=FT&pq=bombas&sc=8-6&cvid=A281E9CF60814D43AD63994E91F77A22&FORM=QBLH&sp=1

Bombas Socks. (n.d.). Retrieved from Instagram: https://www.instagram.com/bombas/

Bombas socks. (n.d.). Retrieved from YouTube:  https://www.youtube.com/watch?v=XNr5Uh1qIeU

Bombas socks. (n.d.). Retrieved from YouTube:  https://www.youtube.com/watch?v=BG2MDlfz1yU&t=9s

Bombas socks. (n.d.). Retrieved from YouTube: https://www.youtube.com/watch?v=vRHMYB4f2iI

Bombas Socks. (n.d.). Retrieved from Twitter: https://twitter.com/bombas

Bombas Socks. (n.d.). Retrieved from eBay:  https://www.ebay.com/sch/i.html?_from=R40&_trksid=p2380057.m570.l1311.R1.TR10.TRC0.A0.H0.Xbombas+.TRS0&_nkw=bombas+socks&_sacat=11

Bombas Socks. (n.d.). Retrieved from Amazon Prime:  https://www.amazon.com/s/ref=nb_sb_ss_i_3_6?url=search-alias%3Daps&field-keywords=bombas+socks&sprefix=bombas%2Caps%2C148&crid=17YMN

CNBC Make It. (2017, June 7). Retrieved from ENTREPRENUERS:  https://www.cnbc.com/2017/08/21/shark-tank-investor-daymond-john-won-big-with-bombas.html

Elizabeth Segran, P. (2017, July 27). Moving the  Needle. Retrieved from Fast Company:  https://www.fastcompany.com/40445016/how-one-sock-brand-is-helping-startups-step-up-their-social-good-game

Glassdoor.  (1028, October 30). Retrieved from Compant Ratings:  https://www.glassdoor.com/Reviews/Bombas-Reviews-E1605933.htm

JC Penny.  (n.d.). Retrieved from Shop Departments:  https://www.jcpenney.com/g/women/N-bwo3x?pageType=X2H2&utm_source=google&utm_medium=cpc&utm_campaign=paid%20search&cid=paid%20

Leighton, M. (2018, September 19). Retrieved from  Business Insider: https://www.businessinsider.com/bombas-socks-review

Sharks.  (n.d.). Retrieved from Rock'em: https://rockemsocks.com/collections/sharks?gclid=Cj0KCQiArenfBRCoARIsAFc1FqeikZpZSurmyDJFVpZV29-6JLjeGuz4EjOdCdAYSsDjnK2zzU5-UX8aAjUhEA

Shoes & Accessories. (n.d.). Retrieved from hollister.com:  hollisterco.com  Visit Website Hollister Co.® - Cyber Monday Starts  Now_BMM_C&gclid=Cj0KCQiArenfBRCoARIsAFc1FqfC0_gFi2onusCvV2XAb7ednLpG8493

sock accessories. (n.d.). Retrieved from findsimilar.com: https://www.findsimilar.com/search?q=sock+accessories&cid=4146&campaignid=954831731&adgroup_id=44215909901&keyword=kwd-296541545240

In 2013, entrepreneurs Randy Goldberg and David Heath stumbled across a Facebook post that mentioned a serious need for socks at homeless shelters around the country. Sock are the #1 requested clothing item at homeless shelters. They decided to launch a sock company called Bombas. Bombas promoted for every pair of socks sold they would donate a pair to the homeless. Bombas has worked hard to develop a line of premium, high-tech, fashionable socks, between $12 and $18, that customers would want to buy.To date, more than ten million pairs have been donated. (Bombas About Us, n.d.)

Bombas is primarily involved in the clothing industry. Goldberg and Heath were made aware of the need for socks through a Facebook posting and continue to reach out via digital social media as well as radio and TV commercials. (Elizabeth Segran, 2017)

Randy Goldberg and David Heath used a mission-based model to stand out., pitched their one-for-one charitable business model on Shark Tank in 2014. (CNBC Make It, 2017) They went into the Tank seeking $200,000 in exchange for 5 percent equity. They ultimately accepted a $200k investment from FUBU founder Daymond John for 17.5 percent. Sales from the beginning were primarily online sales, Google, Amazon Prime, eBay, Bing (Bombas Socks, n.d.). The mission-based marketing is dependent on a cause that helps customers feel like they’re making a real impact. The mission based strategy was for every pair of socks sold, one pair will be donated to a person in need, and to bring awareness to homeless crisis that effects every community especially lager cities. /BOM-BAS/ derived from the Latin word for bumblebee. Bees live in a hive and work together to make their world a better place. They’re small, but their combined actions have a big impact on the world.  That’s why their mantra is bee better, and slogan “ Better socks, Better world, Bee better, hence the Bee symbol on all their socks.

Employees from the Bombas headquarters in New York had come to donate socks. While the brand sends thousands of socks to 750 organizations around the country, they occasionally drop them off in person. It’s a great way to bond as a team, Bombas also believes it’s really important to connect with the people we are serving as a company, because it reminds us about our mission. These interactions have helped Bombas better serve the homeless. It was through the feedback they received from the community that they decided to reengineer the socks they would donate to the homeless. While regular Bombas socks have a special seam that eliminates the bump at the toe, for added comfort, the donation socks have a reinforced seam to make them more durable. The socks are treated with anti-microbial technology, so they don’t need to be washed as frequently and deter fungus. Also, these donation socks only come in black, which is more stain resistant. (Elizabeth Segran, 2017)

Bombas is trying to pave the way for other companies to have in-person giving experiences. Bombas is uniquely equipped to do this, since it has built relationships with homeless shelters and the nonprofit sector. Many companies have time and funds set aside for employees to contribute to charitable causes. Bombas has been creating ways for other brands to dip their toe into the world of social good. Bombas created an event called “60K day,” which was based on the concept than on any given night, 60,000 people in New York end up at a homeless shelter. The plan was to bring individuals from 60 of New York’s hottest companies to visit a shelter and hand out 60,000 socks. The companies included were, Birchbox, Thinx, Kind, Casper, Classpass, Harry’s, Maple, and Spring, among more established brands like Gap, LinkedIn, Shake Shack, and Kenneth Cole.

Bombas launched another program called “Skip Day,” where it invites New York-based companies to take advantage of Summer Fridays and flexible summer hours to volunteer to serve the homeless community. Bombas makes it easy for individuals at companies to jump right into the work. Employees from different companies can gather and assemble bags of products that the homeless need to get through the hot summer months, such as cold bottles of water, ice pops, and wipes. They then go out into the streets to hand these out. These visits are also reinvigorating to employees, since it puts a face to the people they are trying to help with their business. It also gives meaning to their everyday tasks–like making spreadsheets and calling suppliers–when they return to the office.

Online ratings and reviews are as follows, Bombas Socks   with a 4.8 star rating. Google Express - Need Shoe Accessories. eBay (Bombas Socks, n.d.). Amazon Prime with an average star rating of 4.8, (Amazon Prime, n.d.).  Clothing at JCPenney , 4.6-star rating. (JC Penny, n.d.). rockemsocks.com, Shark Week Socks - Rock ‘Em Socks (Sharks, n.d.). lululemon.com, lululemon Official Site . (Women’s Socks, n.d.) hollisterco.com

Hollister Co.  (Shoes & Accessories, n.d.). findsimilar.com The Sock Accessories Outlet  (sock accessories, n.d.)

Facebook 317 K followers, reviews are 5 star ratings on glassdoor (Glassdoor, 1028) Twitter has 12.9 K followers, joined 2011, (Bombas Socks, n.d.), Instagram shows 64.9 K (Bombas Socks, n.d.), Pinterest has only 3,092.

I believe the overall social media marketing strategy of Bombas, a buy-one, give-one brand is brilliant. Offering a high quality product with a 100 percent guarantee, and knowing your expense contributed to a worthy cause, but it was also about starting a broader involvement about homelessness, and providing a model for other companies to replicate about how to get involved with their communities. Other companies can use their own particular areas of strength to contribute in their own unique ways. Birchbox, for instance, has been donating boxes of beauty products–from shampoo to nail polish–to homeless women. Harry’s has been donating razors to people in need and funding charities that serve veterans. Shake Shack has been enlisting its staff to donate food to the hungry after work. These social media posts and activities spurred other less socially involved brands to consider how they can help.

Randy Goldberg and David Heath stumbling across a Facebook posting, passionate about working towards a great cause providing a top of the line quality product, and using one-for-one model pioneered by the shoe brand Toms, and using the power and full resources of social media. At this time, the only recommendation that I would recommend for more recognition towards their cause would be to advertise more on TV. But this type of advertising is a lot costlier than the power of the internet.

References  

(n.d.). Retrieved from Amazon Prime:  https://www.amazon.com/s/ref=nb_sb_ss_i_3_6?url=search-alias%3Daps&field-keywords=bombas+socks&sprefix=bombas%2Caps%2C148&crid=17YMN

Bombas About Us. (n.d.). Retrieved from Bombas: https://bombas.com/pages/about-us

Bombas Socks. (n.d.). Retrieved from Bing:  https://www.bing.com/search?q=bombas+socks&qs=FT&pq=bombas&sc=8-6&cvid=A281E9CF60814D43AD63994E91F77A22&FORM=QBLH&sp=1

Bombas Socks. (n.d.). Retrieved from Instagram: https://www.instagram.com/bombas/

Bombas socks. (n.d.). Retrieved from YouTube:  https://www.youtube.com/watch?v=XNr5Uh1qIeU

Bombas socks. (n.d.). Retrieved from YouTube:  https://www.youtube.com/watch?v=BG2MDlfz1yU&t=9s

Bombas socks. (n.d.). Retrieved from YouTube: https://www.youtube.com/watch?v=vRHMYB4f2iI

Bombas Socks. (n.d.). Retrieved from Twitter: https://twitter.com/bombas

Bombas Socks. (n.d.). Retrieved from eBay:  https://www.ebay.com/sch/i.html?_from=R40&_trksid=p2380057.m570.l1311.R1.TR10.TRC0.A0.H0.Xbombas+.TRS0&_nkw=bombas+socks&_sacat=11

Bombas Socks. (n.d.). Retrieved from Amazon Prime:  https://www.amazon.com/s/ref=nb_sb_ss_i_3_6?url=search-alias%3Daps&field-keywords=bombas+socks&sprefix=bombas%2Caps%2C148&crid=17YMN

CNBC Make It. (2017, June 7). Retrieved from ENTREPRENUERS:  https://www.cnbc.com/2017/08/21/shark-tank-investor-daymond-john-won-big-with-bombas.html

Elizabeth Segran, P. (2017, July 27). Moving the  Needle. Retrieved from Fast Company:  https://www.fastcompany.com/40445016/how-one-sock-brand-is-helping-startups-step-up-their-social-good-game

Glassdoor.  (1028, October 30). Retrieved from Compant Ratings:  https://www.glassdoor.com/Reviews/Bombas-Reviews-E1605933.htm

JC Penny.  (n.d.). Retrieved from Shop Departments:  https://www.jcpenney.com/g/women/N-bwo3x?pageType=X2H2&utm_source=google&utm_medium=cpc&utm_campaign=paid%20search&cid=paid%20

Leighton, M. (2018, September 19). Retrieved from  Business Insider: https://www.businessinsider.com/bombas-socks-review

Sharks.  (n.d.). Retrieved from Rock'em: https://rockemsocks.com/collections/sharks?gclid=Cj0KCQiArenfBRCoARIsAFc1FqeikZpZSurmyDJFVpZV29-6JLjeGuz4EjOdCdAYSsDjnK2zzU5-UX8aAjUhEA

Shoes & Accessories. (n.d.). Retrieved from hollister.com:  hollisterco.com  Visit Website Hollister Co.® - Cyber Monday Starts  Now_BMM_C&gclid=Cj0KCQiArenfBRCoARIsAFc1FqfC0_gFi2onusCvV2XAb7ednLpG8493

sock accessories. (n.d.). Retrieved from findsimilar.com: https://www.findsimilar.com/search?q=sock+accessories&cid=4146&campaignid=954831731&adgroup_id=44215909901&keyword=kwd-296541545240

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