One of the main reasons founders, Tom and Kate Chappell, started Tom’s of Maine was because of the high prices in the industry at the time. They were parents therefore they were the consumers and knew first-hand what other consumers needed and at what price. These two entrepreneurs created a profitable company but were also exemplary in their efforts towards social responsibility, pursuing financial and non-financial objectives simultaneously. Not only is Tom’s of Maine one of the cheapest in the industry, but it’s one of the most sustainable.
“We think we should make much more than just profit,” explains Bridget Burns, Tom’s of Maine’s social media strategist. “Sustainability has always been at our core, but also giving back.”
To create a place where all of these ideas and goals could intertwine, Tom’s of Main has created a regularly updated content hub through the use of its blog. At least twenty articles are published a month if not more, encouraging and informing readers about everything regarding health and family, natural ingredients, and community involvement. Like every other brand though, there is the unavoidable question of how to determine Return of Investment (ROI) from these efforts.
To overcome this obstacle, Tom’s thinks critically about its audience’s buying behavior. Tom’s oriented towards two specific goals: measuring intent to buy and ensuring that that intent sticks. Whether a user who reads content then shares, subscribes, or navigates to the brand’s e-commerce page, all of these actions help the Tom’s marketing team know what stories are getting people to stick. Big emotion leads to big engagement. Emotional, story-driven content works for Tom’s by telling stories and engaging with the brand’s emotional consciousness. Tom’s is able to generate a sense of authenticity and trust by continuing a story as the company itself. At the end of the day content reaches people, not numbers. By putting families first, Tom’s is able to continue to drive engagement with the same type of caring audience that they originally set out to protect back in the seventies. This is what sets Tom’s aside from any other competing company. They put their customers’ needs first and do not try to sell to them upfront.
Feel free to click the link I have provided below to review Tom’s of Maine’s prices available at Target.
https://www.target.com/s?searchTerm=tom%27s+of+maine
Tom's of Maine Product Analysis 