TOMO is a San Diego-based golf apparel company that launched its first product in 2018 – a fashionable, comfortable, eco-friendly, affordable and quality spikeless golf shoe designed to be worn to the golf course and beyond. They packed a lot of great stuff into this shoe!
Founder Sunny Chou discovered something after years on the course and some anecdotal research, which involved hanging out at the golf course passing out Gatorades and gathering insight and information from golfers about their shoes. He learned there really wasn’t a shoe out there that had it all. Sure, some were comfortable and high quality, but often times those options were neither fashionable nor affordable. The ones that were affordable skimped on quality materials and so on. With that information, Sunny began a two-year process from concept to launch that we were proud to provide PR support for.
We had three main focuses for TOMO’s campaign:
-Secure local press
-Introduce the brand to national and international press
-Gift the shoes to celebrities and secure influencer collaborations in exchange for posts and exposure
We tell every new client the same thing (when applicable) – start in your own backyard. There’s no better and easier place to garner press than in the city you are from. Luckily, San Diego is one of the best places in the world to golf, so we knew local press would certainly take note of a golf apparel company launching here.
In addition to local press, we would begin introducing the product to national editors and reporters. Not surprisingly, launching a golf shoe in direct competition with the world’s biggest brands (Nike, Puma, etc) is no easy feat. But it’s vital to get the brand in front of these decision makers, so once the company has built credibility and a following, the editors are already familiar with the name. Lastly, products like this are perfect for influencer collaborations and celebrity gifting.
Like most startups, there typically is no budget for sponsored posts. While this can be difficult, it also offers the opportunity to get organic posts from people who actually love the product and aren’t just posting for money.
Here is a breakdown of the results of our campaign with TOMO: