Strategically Communicating

TOMS is a pretty well-known company for how new it is. So before I tried search terms I expected there to be a lot where TOMS would pop up at the top of the search list.

The terms I searched that resulted in TOMS being the top result are:

giving away shoes, shoes for children, one for one, giving shoes to children and shoes for children.

I searched “donating shoes to children” and was surprised that TOMS did not show up on the first page of results.