The BOGO that changed it all

Very recently I heard the term BOGO - Buy One Get One.

I’m late to the party on this one but if you know the term you’re either super thrifty or you shop too much - tell the truth, which is it?

So basically it’s a 2-for-1 sale. Simple enough.

But it made me think back to one time I bought a pair of shoes to get two - except one was sent to me and another I never actually saw.

The G in this BOGO transaction didn’t stand for GET - it stood for GIVE.

Let me introduce you to TOMS Shoes, a brand that's redefined the way we think about business and philanthropy.

The TOMS Story

In 2006, Blake Mycoskie traveled to Argentina and was struck by the hardships faced by children growing up without shoes.

Rather than just being moved, he moved into action.

He founded TOMS Shoes with a unique "One for One" model: for every pair sold, another pair is donated to a child in need.

But this isn't just a charity. It's smart business.

TOMS has provided more than 35 million pairs of shoes to children in 70 countries, and they've done it while building a profitable, sustainable business.

Today, TOMS is a retail, retail apparel and fashion, and apparel & accessories company with an annual revenue of $233 million and 901 employees!

How It Worked:

1. Social Media Mastery: TOMS didn't just use social media; they turned it into a storytelling platform. Customers became brand evangelists, sharing their "One for One" experiences and spreading the word far and wide.

2. Consumer Alignment: TOMS tapped into a growing consumer desire for purpose-driven brands. People don't just buy TOMS shoes; they buy into the TOMS mission.

3. Built-in Profitability: The genius of the "One for One" model is that the cost of the donated shoe is built into the retail price. This means TOMS can be charitable and profitable, proving that doing good is good for business.

What if your brand could also be a force for good, resonating with your target audience in a way that goes beyond just products or services?

If the TOMS story inspired you, I'd love to hear your thoughts.

→ Hit reply to share how you're thinking of integrating social good into your business model, or if you’re doing so already.

Until next time, remember: building a brand doesn’t have to just be about making money, it's about making a difference.

Brian

P.S. If you're looking to dive deeper into building a brand strategy, let's schedule a consulting call.

→ View TOMS impact story here.