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TRAINING TYPE
Breakfast club
What better way to engage with staff in an early morning training session than bringing coffee and
croissants along? This morning event can help convey a real TOMS vibe, excite staff and fit into
most store work days/hours. TOMS movie night
At the end of a long day, this event should help the staff unwind. By offering drinks, snacks and a
short TOMS movie, staff should be more receptive to a training session with a difference.
Multi-store training day
The logistics of getting to all retailers in a season can seem daunting and therefore organizing a
training day for multiple retailers is a perfect way to combine efforts and reach multiple advocates
all at once.
VENUE
Showroom
With showrooms already showcasing product and conveying the TOMS aesthetic, it is a great
location to host trainings on a smaller scale.
In-store
Probably the most popular venue for retailers is within their own store. The challenge here is to
ensure that the TOMS vibe and aesthetic is evident, so take time to add a few brand elements to
really create a great ambience, including POS, current product, giving imagery and educational
tools.
Private hire
Typically this venue allows for larger audiences and the freedom to create a unique TOMS feel. In
the past, locations have included old breweries, converted warehouse etc. Ban easy rule of thumb:
if it has exposed brick or wooden beams then it’s a winner!
CATERING
TOMS cupcakes
Croissants
Pizza
Fresh juice
Coffee & Tea
Fruit or healthy snacks
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POS DISPLAYS
Achieve a TOMS atmosphere
Benches, chalkboard and/or ladder units allow you to create a TOMS vibe at a low cost, which also
looks fantastic. The advantage of having a few key POS displays is the flexibility to use them in
different event environments.
Ordering POS
Contact Alexander Stoakes (alexander.stoakes@toms.com) to place your order
PRODUCTS
Giving shoes
Always ensure that a variety of giving shoes are available to highlight the different styles TOMS
gives. It is a great way training participants to engage with the giving products and ask questions.
Birthing kits
Similarly to the Giving Shoes, the birthing kit is a great asset in helping to communicate the impact
that TOMS product sales can make.
Sold in products
Make sure to showcase and run through the newest silhouettes applicable to the retailer(s)’ buy.
Getting the staff familiar with TOMS products and names is going to translate into a more engaged
and informed team on the sales floor.
PRESENTATION AND TALK POINTS
Adjust slides to contain relevant information
Rehearse as much as possible to ensure the presentation comes across well
QUIZ
Ask questions based on your training
This is a fun element that gives you an excuse to reward the staff for listening
(Try not to make the questions too difficult)
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GIFTING
It is not essential to gift the staff but recommended as there are some many great items that can help
keep TOMS at the forefront of the staffs’ minds. The gift of a notepad, sticker and giving booklet in a
tote bag, is usually enough but for more premium retailers gifting shoes and/or eyewear is an added
bonus and lets them try out our product first-hand.
Goodie bags
Quiz prizes
• Tote bags
• Giving booklet
• Giving postcard
• Stickers
• Leather journals
• Notepads
• Start Something that Matters
• Footwear
• Eyewear
RECAP
Fill out an event recap form
Take loads of pictures
Be critical
It will only help improve your next training and allows us to understand how we can better support.
TIPS
Dress well
Arrive early so that you can make the venue look great
Represent the brand by wearing TOMS shoes and eyewear (if the sun is out)
Plan in your training events in the run up to product deliveries in-store
This means that staff will be informed and educated ready for the new seasonal product.
Ask the staff questions during the presentation to understand their existing knowledge on the
brand
Therefore keeping them interested and engaged.
Understand your audience
Have the received training before?
Do they need to know everything from the beginning or are they looking for updates?
Are there any potential advocates that can help you in the future? (Keep an eye out for “superstars”
or big fans of the brand.)
Tailor your training
Add/remove slides depending on whether they are applicable for the audience being trained
Decide your focus depending on whether the staff are new to TOMS or have existing knowledge
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Include an activity at the training event
A walkbox
This is a great way for staff to understand the discomfort of going without shoes. Fill the
walkbox with pebbles, wood chipping and grit and encourage staff to take their shoes off. This
is also a great photo opportunity and allows the staff to learn about One Day without Shoes.
A polaroid corner
A fun way to get staff talking, posting on social media and engaging with TOMS. A polaroid
and a few dress up elements, TOMS flag etc are all that is needed to get some fantastic
photos and the staff enjoying themselves.