Feel Good in Naturalizer Tour
Best Sampling Program or Trial Recruitment
Agency: SJI Inc.
Campaign: Feel Good in Naturalizer Tour
Client: Brown Shoe Company
Naturalizer shoes have been known for comfort, but the new Fall line was designed to be stylish as well. If they could get the target audience to try Naturalizers on for 15 minutes, the company felt the brand would sell themselves. Brown Shoe created the “Feel Good in Naturalizer” tour to bring the shoes to women and let them try them for an afternoon while at work.
Brown Shoe reached out to Class A office buildings in three markets and worked with property managers to invite female tenants/employees to an exclusive “Feel Good” lunch. A Naturalizer retail store was set up in the lobby or a large gathering area, complete with leather ottomans, the latest styles on display, and trial shoes in a wide variety of styles and sizes. Local Fit Experts assisted. Kiosks were used for sales and a healthy lunch was catered.
Women in participating office buildings received an email invitation from their office manager. A hotlink took them to the RSVP website where they registered, answered three short questions, chose their favorite style of Naturalizers among nine pair and gave their shoe size.
Some attendees won a pair of shoes or a goody bag filled with branded gifts and special offers. Registered attendees received their chosen pair of shoes to wear for the afternoon, then were asked to return at the end of the day to give a testimonial. If they liked the shoes, they were theirs to keep. One hundred percent of the women kept their shoes.
Ten events took place over three weeks. Roughly 1,150 women RSVP’d and attended, with 650 women receiving a free pair of Naturalizer shoes. More than 200 women who did not respond to the invitation stopped by the event after hearing from other women in their building. Three hundred new customers were garnered.
Feedback gathered on video was played back the next day at events and on social media. Every attendee received coupons to use at the nearest Naturalizer store, online, or to share with friends, resulting in more than $52,000 in sales.
Tweeters generated 4.1 million impressions; Facebook captured nearly 243,000 wall posts; 11 influential bloggers attended events and generated 106,000 monthly impressions and more than 2,400 comments. A post-tour survey showed that 95% “can’t wait” to purchase another pair of Naturalizer shoes; 91% will purchase a pair of Naturalizer shoes for themselves; and 83% are very likely to recommend Naturalizer to a friend.
