Site moved to www.brandautopsy.com/2006/09/flipflops_myste.html, redirecting in 1 second...

« I Feel for the Bud.TV Marketing Manager | Main | Simplifying Simplicity »

September 16, 2006

Flip-Flops, Mystery, and Marketing

Last year, Reef (a San Diego-based surfer wear brand) introduced a new flip-flop sandal. Ain’t nothing remarkable about that. But flip the flip-flop over and BAM!!!—something worth remarking about. A church key bottle opener! Yep, these flip-flops can flip the top off bottles.

Fanningsandal

According to a recent Adweek article (sub. req'd.), the church key-equipped “Fanning Sandal” has become Reef’s top selling shoe. Curiously, and smartly, Reef has abstained from mentioning the free prize* of the Fanning Sandal in marketing materials, except for a brief mention on its website.

The lesson for us marketers is that mystery lends itself to intrigue. Mystery lends itself to storytelling. And mystery lends itself to word-of-mouth marketing from all us Jane and Joe Schmos.


* In the marketing world, a 'Free Prize' is the added bonus of a product/service which give us something to talk about. For example, the Chrysler Sebring comes with cup holders that keep drinks hot or cold. These temperature controlled cup holders are not the first reason someone would buy a Sebring, but they are probably the first reason why someone tells others about their new Sebring. Dig? Credit Seth Godin for the "Free Prize" concept.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341bf89d53ef00d83475686369e2

Listed below are links to weblogs that reference Flip-Flops, Mystery, and Marketing :

» Small Business Marketing Strategy Links from Small Business Marketing Strategy
John Moore of Brand Autopsy on the power of marketing the free prize Guy Kawasaki on Why Smart companies do dumb things Neil Patel of Pronet Advertising on Using Digg and Netscape to get traffic ... [Read More]

» Because you want the drinking end of the bottle to come as close to sidewalk funk as possible from One Louder
Some things defy understanding.And I'm definitely not saying you should wear them to work. [Read More]

Comments

Brilliant mate! I think I need some for summer.

I'm about halfway through Seth's book and it really does get the ideas flowing. Highly recommended to anyone considering getting it.

Hi, flip flops are really good choice for summer.

Flip flops are the current trend setters in the field of footwear.They look simple and beautiful when compared to

sandals.

Flip flops are super fly! They are good. I love flip flops. They're really the best thing ever. Very neat.

The comments to this entry are closed.