They say to truly know a person you need to walk a mile in their shoes. What if they don’t wear shoes though? That’s exactly the predicament you’d be in with Steven Sashen, CEO of Xero Shoes. The retailer based in Boulder, Colorado creates a ‘shoe’ that simulates barefoot running. That right. Running barefoot. People have walked, hiked, and swam in these shoes. Some folks have even ran ultra marathons in them!
Xero Shoes runs frequent Rafflecopter giveaways and recently used Rafflecopter to assist in the launch of their newest line of sports sandals, the Amuri Z-Trek. Looking for a tool that helped generate buzz as well as helped convert website visitors into customers, Steven Sashen, CEO of Xero Shoes, deemed Rafflecopter as an ideal tool to help take their product launch to the next level.
A Smart and Intentional Giveaway Structure
Xero Shoes ran their Rafflecopter giveaway on a landing page on their website. On this page, they included information about their new product, the Amuri Z-Trek, as well as a video of Steven giving an overview of the highlights of the product. Lastly, they placed a Rafflecopter widget on the right side of the landing page incentivizing visitors to the page to enter to win not only the new sports sandal, but a plethora of products from companies Xero Shoes partnered with.
They leveraged entry options for Twitter, Pinterest, Facebook and subscribing to an email list. This allowed them to maximize social engagement while turning website visitors into email list subscribers and maybe even customers.
Why it Worked
Xero Shoes has had a loyal following even before they appeared on ABC’s Shark Tank in 2013. As a result of their loyal customer base flocking to a new product launch in addition to prizes from not only Xero Shoes but Men’s and Women’s Health, Trek Light, Rodale, and Clean Bottle as well, Xero Shoes saw an extremely high level in of engagement in their giveaway due to the large number of active lifestyle brands driving traffic to the giveaway.
Results that Exceeded Goals
The results of the giveaway exceeded the (already high) expectations for the giveaway. Throughout the 18 days of the giveaway, Xero Shoes converted 2,100 new website visitors to mailing list subscriber through the Rafflecopter widget. Moveover, social buzz snowballed throughout the whole promotion generating 1,300 new Facebook likes, 800+ new twitter followers, and 1,200 blog comments.
“Using Rafflecopter for our Z-Trek sandal product launch helped us beat a rather ambitious sales goal… and introduced us to a number of new dealers who saw the promotion.”
Steven Sashen, CEO @ Xero Shoes