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
