Friday, April 11, 2014

Free Socks Anyone?


At $15 a pair Thorlos are not your typical socks.  Not surprisingly, Jeff Lawson, Director of Marketing, admits it's hard to convey, in ads, how comfortable their padded socks are.  So what's a marketer to do?  Thorlo thinks the answer is sampling. 

While the socks limit the number and size of sports related blisters, making them popular with athletes, the company sees their biggest opportunity in Adults 50+ who are experiencing aging related foot pain. 

The giveaway, which requires people to pay their own shipping and handling, is being made via email and social media has generated a 40% lift in the first week.  But of course the ultimate goal is to create loyal customers and increase their share of the sock drawer. (Mahoney, 2014)

So, have you ordered your free pair yet?  Will you?



Mahoney, S. (2014, April 11) Free Socks?  For Thorlos, Sampling Beats Advertising.  mediapost.com.  Retrieved April 11, 2014, from http://www.mediapost.com/publications/article/223421/free-socks-for-thorlos-sampling-beats-advertisin.html?edition=71748

3 comments:

  1. It's an interesting tactic, but for most people under 50+ I'd say socks are an afterthought. You buy them at the end of the aisle at a Modell's in bulk. I'm a pretty serious runner and I still run in whatever socks I can. It's tough to convince people that socks can make that much of a difference.

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  2. I have to agree with Vincent. I think it's a smart way for people to test out their socks, but I don't think people pay that much attention to the socks they're buying. If anything, they might be more careful with the shoes they choose to purchase if they're worried about foot pain/comfort.

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  3. I think the giveaway which only requires for the customer to pay shipping and handling is a great marketing idea. As they said they don't do a lot of advertising which can be costly and free sampling would be a much cheaper way to get the product out to the public.


    I've seen many products such as skin care that have used the same marketing tactics and they have been successful in getting the free samplers to become loyal paying customers
    Socks are something that requires repeat purchase as it is something one would use often. And if the customer is satisfied, it will definitely get repeat customers to buy the product. It is worthwhile to give a product away if it will generate more sale.



    Yes, I would definitely get a free pair because I'm always in the market for any footwear that would alleviate any pain or suffering. And if the product works I will be a loyal customer.
    G

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