Who is Blake Mycoskie? Some may identify him as a former participant and almost champion of CBS’, The Amazing Race. Others might know him as the creator and CSG, or Chief Shoe Giver, of TOMS Shoes, Inc. If you’ve never heard of TOMS shoes, it is company founded in 2006 that uses a one-for-one business model and gives a pair of shoes to a child in need for every pair bought. In theory, this is a great idea; however, you need more than just a good idea and a big heart to start changing the world. How can a for-profit company survive while giving away a pair of shoes with each pair bought?

The answer is with a great marketing plan. With young adults, ages 17-28, as the target market, Mycoskie has been able to use social media to expand his business. On a limited budget, he was able to get his message out and spread his vision to millions through use of YouTube, Facebook, Twitter, and word-of-mouth marketing. If you watch his story of how and why he created TOMS shoes, you can not help but be won over by his vision. The videos are done so well that not only will you be won over by what you saw and want to buy a pair of shoes, you will also feel compelled to tell all of your friends about the company.

Through casting the vision behind the business, Mycoskie has been able to promote his shoes while deflecting attention from the premium price charged for these canvas loafers. This is because people know that buying a pair of TOMS shoes is more than just buying shoes, it’s making a difference. All in all it can be stated that Blake Mycoskie is not only a former competitor on The Amazing Race and the founder of a socially responsible for-profit company, he is also a marketing genius.

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About Author: Liz Thrush is currently a Spring Public Relations Intern at Dixon Schwabl. “I am a senior Marketing and Spanish major at Roberts Wesleyan College. In addition to being an RA and the Vice President of our SIFE (Students in Free Enterprise) team, I love to travel, snowboard, and help others. After graduation I hope to be able to spend a year in a Spanish speaking country working in marketing or public relations.”