FreeThink: Targeted Sockcess

FreeThink: a blog published by Maxwell PR

Targeted Sockcess

How do you make a splash showing your latest hosiery line to one of the most respected retailers in the country? Well you produce a sock fashion show, of course! Our client, Gold Toe socks, presented the Spring 06 "Auro" line of socks (sold exclusively at Target stores) to the buyers there two weeks ago. Rather than pulling out the projector and PowerPoint slides, they challenged us to make a splash at the company's headquarters in downtown Minneapolis. Our challenge was to generate buzz among Target employees during the two days leading up to the meeting, and create a memorable experience during the meeting.

"No problem," we said. "Who doesn't have a deep burning passion for socks? Who wouldn't want to tell their friends about Gold Toe socks?" It turns out that if this person exists, she doesn't hang out in downtown Minneapolis. When we stationed real women on Nicollet Mall (clad in sock-no s

hoes, of course) they had no problem handing out thousands of pairs of socks, gold dipped carnations, and $5 coffee cards to passersby. When they returned the following morning, a crowd had gathered in anticipation of more free hosiery and caffeine. Word had spread.

That afte

rnoon, we staged what may be the first ever sock fashion show in one of Target's huge conference rooms. The spectacle involved a crisp white runway, a big red door, a thumping soundtrack, and local women parading around in Auro socks. Sure, we could have hired 'real' fashion models, but Auro socks are for real people who wear comfortable (yet stylish) shoes--not stilettos. Everyone had a blast and the Spring line of men's, women's and children's Auro socks will be in Target stores next year.

Special thanks to the fabulous team at MusicMatters for making this program a success!

--Jen Scott

posted on August 11, 2005

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