GoldToeMoretz Uses Incentives to Boost Loyalty Program

Posted on by Chief Marketer Staff

GoldToeMoretz is using incentives to increase membership of its online loyalty program, including coupons and sampling.

The sock-maker brand is out with a new offer. People who join the Auro Ring program will receive a $2 downloadable coupon off their next purchase of Auro EZ Match socks at Target stores.

It’s the latest incentive to boost membership in the program, which launched in July.

GoldToeMoretz kicked off its loyalty program with an online offer targeting moms with a free pair of socks to the first 5,000 who signed up.

“The first goal was to get people to sample the socks,” said Jen Scott, vice president of Maxwell PR, the agency hired to develop the program. “The second goal was to build up the e-mail list.”

Within three hours of launching the offer, the company filled its quota, but requests kept pouring in, Scott said. So, the firm extended its freebie to 8,000 people before shutting down the Web site offer four hours after launching it.

A sweepstakes overlay also gave members a chance to win one of five $1,000 Target gift cards. People who referred friends also earned an addition five entries. Some 22,833 people entered the promotion.

Since then, some 24,000 people have signed up, Scott said.

“This was developed to be a sampling program, but we wanted to extend it,” Scott said.

The $2 coupon is available through Nov. 16. Online marketing and monthly e-newsletters support the program. 500lb Marketing Solutions handles the Web site.

Members can also offer their opinions about the company’s products and give demographic information via a survey. GoldToeMoretz plans to use that information for future marketing initiatives, Scott said.

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