#majorbrief3

Visual techniques are considered as physical pieces of imagery that we see with our eyes, rather than imagery we visualise after reading or hearing information. Constructed in many forms we can see these visual representations within printed or digital forms. Charitable organisations aren’t limited to printed outcomes such as leaflets, flyers and posters. They have the opportunity to explore and use visual techniques in other departments such as moving image, web design and digital applications. Thinking creatively to solve a charity’s social mission; the use of colour, layout, composition, images and typography are applied in a strategically planned forum. Communicating a simple clear message to achieve consumer satisfaction is at the heart of a marketing goal.

Marketing Strategy 

Audiences do know about Tom’s charitable giving but I don’t feel they know how much they are helping by purchasing from Toms. People love to feel good and proud about supporting a brand and their values. The success behind Tom’s marketing is it’s charity factor. That’s a big strength towards their marketing, it’s the emotional impact that audiences have when buying their product. What I like about the Toms is it’s not a forced way of giving, like charities hounding you for money and donations on the street. It’s a relaxed and easily accessible way for young people to donate without making it feel like such a big sacrifice. Today our generation will happily purchase a pair of shoes for £60 but when it comes to donating to charity there’s hesitation for even donating a couple of pounds. 

Thats what I like about the Tom’s way of donating, you are purchasing a trendy pair of trainers you want in the first place but you the consumer are contributing to giving to charity and saving lives. It’s all about the ‘feel good factor’, consumers are happy with their purchase and are showing their support to a good cause without feeling the pressure to donate. It’s all about targeting and latching on to audiences emotions. Toms have applied the ‘WIIFM’ philosophy and putting them into the shoes of customers saying “ What’s In It For Me?”. They aren’t just delivering consumers a crappy end product, customers are provided with a trendy product and the extra bonus of donating to charity.  Because the purchase was a donation to charity it will make customers think twice about returning the product.

Toms has come a long way from where it first was, to begin with there was only one style to select from. It was a very basic, plain and casual looking shoe, but the basic look didn’t stop audiences from buying them which allowed them to become popular. It was mostly the young generation that were wearing Toms, it was a trend that was fast moving. Today the shoes can be seen in a variety of colours and textures. There is also now children sizes and styles available.