To boost word of mouth about apparel, often the most effective strategy is to get the product into peoples' hands “ or on their feet. That was how the marketing team behind OKA b. shoes, made of durable, 100% recyclable material, developed their recent publicity campaign, sending some 1,500 sandals to editors and journalists at travel, fashion, green and fitness magazines and media outlets.

Beginning in February of this year, the marketing team mailed a single OKA b. sandal to several hundred media professionals at a time, without any box or packaging “ just a plastic mail tag tied to the shoe's strap. On the back of the tag was the line, "Ready to go? You're halfway there. Send us your shoe size “ we'll send you a pair!" with contact information and a link to the company's website, www.shoesthatloveyou.com.

The strategy ensured that the editor would see the shoe's stylish design and feel its lightweight but solid material without having to open any packaging. "It's like, 'Whether or not I wanted to open it, I see the product,' " says Adina Neufeld, director of public relations for OKA b. "They could take a box and throw it in the corner of their office and open it next week or forget about it, but with this it's, 'Here it is.' "

Recipients who requested a pair of sandals in their size could toss the mailed one into the recycling bin, reemphasizing the recyclable and eco-friendly aspects of the product.

OKA b followed up the mailers with targeted e-mails, suggesting specific story ideas that emphasized the shoes' durability, affordability or variety (they come in flats, slides, heels and men's styles), depending on what would be the best fit for the outlet. The efforts paid off “ Neufeld estimates the company has received responses from about 80% of the single-shoe recipients, resulting in dozens of press hits in everything from the Daily News to Hawaii Bride & Groom to Parade, and the interest has yet to slow.

OKA b. is beginning to ramp up for a promotion of its winter line, and intends to follow a similar strategy, while targeting markets most likely to be interested. "The next challenge is to figure out how to sell sandals in the winter," says Neufeld. "We're strategic “ we're not going to send it to Alaska."