No, I’m not kidding … socks can teach you a valuable lesson for getting more fans on Facebook.
That’s what Deena Breed, Owner of Orange Cycle, found out when she ran a Facebook promotion for her family-owned bike shop using Constant Contact.
For one week at the end of July, she offered a special coupon to get a free pair of Orange Cycle socks with any purchase of $10 or more just for “liking” them on Facebook.
Over the course of the week, Deena saw the Orange Cycle Facebook Page attract 450 new fans and generate $500 in revenue for her business.
Why the socks worked
At first glance, a pair of socks may seem like an odd incentive to offer your fans. I mean sure, we all use and need socks, but they aren’t exactly the first thing you’d probably think of when trying to generate more interest for your Facebook Page.
Let’s take a look at why it worked.
1. Socks can and will be used
There’s a reason Deena didn’t offer her fans a pair of white tube socks or black dress socks, and instead offered a pair of cycling socks.
“We knew our customers would like them because they are already popular at our shop and people can actually use them,” Deena explains. “I had never seen people so excited for a pair of socks.”
Knowing your customers and appreciating what they actually want—or in this case need—is an important part of deciding what to offer. It shows that you’re paying attention to your customers and appreciate their interests, and is a good indication of the type of service you’ll provide in the future.
2. The socks came with a sense of urgency
How do you create urgency from a pair of socks?
There are two ways: control the length of the campaign and use the resources you have available to promote it.
By running the promotion for a week, Deena ensured that her business would see the immediate impact of her free offer—making sure she would attract new fans AND new customers.
But it also meant she had to get the word out. At the start of that week, Deena sent an email to her list of 16,000 subscribers and then posted reminders on the Orange Cycle Facebook Page.
Even if you’re offering something your customers want and need, it doesn’t guarantee your customers are going to take action. In those cases—providing a sense of urgency can be the difference between a lackluster and blockbuster campaign.
3. The socks actually got people into the store
Running a Facebook promotion for your organization isn’t just about growing your fanbase—it’s about taking the next step to generating real business results from your Facebook marketing.
That means creating an offer that will not only get people to become fans, but will also get fans to turn into new and repeat customers.
“Of the 450 people who “liked” our Page, I’d say forty to fifty actually came in and claimed their free socks,” Deena explains. “It was a great way to say thanks to our fans and get more people into the shop.”
For each pair of socks that Orange Cycle gave away that week, they were able to generate at least $10 for their business. Not only that, but by encouraging fans to bring their friends, she was able to open her business up to a whole new audience.
4. The socks can generate word-of-mouth
Here’s what we know about every Orange Cycle customer that redeemed their coupon for a pair of socks.
- They are fans of Orange Cycle on Facebook
- They have visited the Orange Cycle shop
- They have had an interaction with the Orange Cycle staff
- They have purchased a product or products from Orange Cycle
While most people—even cyclists— probably aren’t having routine conversations about the socks they put on, they are probably having conversations about the place where they buy their biking supplies and the service they receive.
With a Facebook promotion, a pair of socks, and the type of service that allows a business to celebrate its 40th anniversary—Orange Cycle is able to turn new fans into powerful advocates for its business.
Find your business’ socks
As you can see, using a Facebook promotion to grow your fanbase and your business can be as simple as offering a pair of socks.
By creating an offer your customers will love, using that offer to drive traffic at your place of business, and delivering the service your customers already know and expect, you can bridge the gap between your Facebook marketing and turn your Page into a powerful resource for your organization.
Don’t sell socks? Here are 10 other examples of what you can offer your fans.