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In real estate, standing out often comes down to the little details. Business cards and branded pens are quickly forgotten, but a thoughtful, practical gift keeps your name top of mind. That’s why more real estate professionals are stepping into a fresh trend: custom sock giveaways.
Not only are they fun and functional, but custom socks also leave a lasting impression. Think about the classic “So… we did a thing!” post that new homeowners share on social media… keys in hand and a snap of a gift basket from their estate agent.
Are you capitalizing on that?
The trouble is, most of those freebies seldom make a lasting impact. Cleaning hampers get used up, mugs get shoved in a cupboard, flowers wilt, and keychains rarely see the light of day. Custom socks, on the other hand, get used regularly.
The Power of Custom Branded Socks
Buying or selling a home can be one of the most stressful experiences in life. But when the deal closes and everything falls into place, clients are on cloud nine. In those moments, people are especially susceptible to forming positive associations with the businesses and individuals who supported them along the way.
That’s why a thoughtful, practical gift can have a huge positive impact. The trouble is, many corporate gifts are disposable or perishable. Custom socks, on the other hand, are worn again and again, reinforcing that positive connection.
Also, they naturally connect to feelings of comfort, warmth, and being at home. When you hand over a pair at the right time, clients anchor that sense of happiness to you.
Why Customized Socks Stand Out From the Usual Swag
Most real estate professionals have seen it all when it comes to giveaways, and most promotional items are forgettable. Worse still, many aren’t even inclusive. A bottle of wine doesn’t work for non-drinkers and food gifts often clash with dietary restrictions:
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Pens: run out of ink quickly and are easily lost.
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Mugs: get tucked away in cupboards and rarely used.
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Bottles of wine: only suit some clients or may go unopened.
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Keychains or magnets: often clutter, rarely noticed.
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Cleaning hampers: quickly used up and forgotten.
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Flowers: look nice for a week, then wilt and disappear.
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Chocolates and snacks: gone in a flash, with no lasting reminder of your brand.
Socks are different. They leave a lasting impact because they’re worn again and again, keeping your brand present long after the sale is completed.
They also offer versatility compared to most corporate gifts. With a “one size fits most” fit, socks are size-friendly and inclusive, making them suitable for all ages and demographics. You don’t need to worry about awkward sizing or leaving anyone out.
Better still, they’re useful all year round. Warm in the winter, lightweight in the summer.
Need support with custom sock design? Email us at sales@franklinmorrow.com and we’ll present you with a range of bespoke design options.
Use Your Marketing Budget for Maximum Visibility
One of the biggest advantages of custom socks is their affordability compared to other marketing efforts. But what truly makes custom socks stand out is the ongoing visibility they deliver. While a pen disappears into the bottom of a bag and a mug gathers dust on a shelf, personalized socks are seen again and again.
They show up:
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On the daily commute: spotted on trains, buses, or walking through town.
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At the office: peeking out under desks or in meetings.
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During workouts: at the gym, on a run, or at a yoga class.
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At social events: adding a touch of personality at gatherings.
This repeated exposure keeps your brand front of mind without any extra effort. Custom socks are a small investment that keeps giving back: visible, practical, and meaningful.
Creative Sock Designs That Reflect Your Brand & Logo
Custom socks offer far more creative space than traditional giveaways like pens or keychains. That extra room allows you to showcase your brand in a way that’s both eye-catching and memorable. Logos, colors, patterns, or even playful home-themed designs can be integrated seamlessly, turning an everyday item into a talking point.
Socks are also easy to store and hand out, making them practical for real estate professionals who need a hassle-free giveaway option. Unlike bulky items such as umbrellas or bottles, socks don’t take up valuable storage space.
They’re perfect for mailing to clients or including in thank-you packs, and there’s no need to worry about awkward sizing or wasted stock. Most promotional socks come as one size fits most, ensuring they suit nearly every recipient.
Aside from that, they’re practical marketing tool:
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Extra creative space for branding
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Compact and easy to store
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Simple logistics with no sizing issues
All these benefits make custom socks a small investment with a big marketing impact.
How to Distribute Custom Socks for Maximum Reach
Giving out custom socks is more than just handing over a gift. How and when you present them dramatically increases their impact.
Consider giving socks:
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During closings: a “welcome home” gift that celebrates the milestone.
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In seasonal campaigns or holidays: add festive designs for extra delight.
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Mailing as a thank-you gift: include a personal note or branded packaging.
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At trade shows or industry events: a memorable B2B giveaway.
That said, you don’t want to hand out socks indiscriminately at open houses or to people with no real connection to your business. They’re best reserved for clients you’re actively building relationships with. This makes the gesture feel more intentional and meaningful.
You can elevate the experience by presenting them with:
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Branded gift boxes or bags for a professional look.
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Personalized notes or tags to add a thoughtful touch.
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Quirky, themed wrapping that reflects your brand personality.
A pair of socks sitting there for a new homeowner might seem a little odd on its own. But paired with a handwritten greeting card and a short poem about taking their first steps, they carry a thoughtful, heartfelt sentiment that marks the start of a new chapter.
The ultimate goal here is to create a moment worth sharing.
You could also encourage clients to snap a picture of their socks and share it online and even tie this into a fun social media competition; for example, “post a pic of your socks and tag us for a chance to win a gift card to Home Depot for all those home renovations.”
Branded Socks for Employees
Custom socks aren’t just for clients. They’re a great way to reward your team as well. For companies with passionate employees, quirky sock designs, bold colors, or clever patterns become something to show off.
Wearing them can turn into a point of pride, creating a subtle emotional tie with your team.
Putting Your Best Foot Forward in Real Estate Marketing
High-quality custom socks may seem like a small gesture, but in real estate marketing, small gestures make a big impact. They’re practical, memorable, and full of personality, and they keep your brand visible long after completion of the property sale.
By choosing thoughtful designs, timing your giveaways strategically, and presenting them thoughtfully, you’ll leave a lasting impression with clients, who are likely to become repeat customers and a source of recommendations to their friends and family, that is, your target audience.
Email us at sales@franklinmorrow.com to get your free mockup and start designing custom socks that make your brand unforgettable.
Frequently Asked Questions About Custom Socks
Thinking about using custom socks for a real estate giveaway? Here are the most common questions we get and how to make sure your giveaway leaves a lasting impression.
Are custom socks effective as a real estate giveaway?
Yes! Unlike business cards or pens that often get discarded, socks are practical, memorable, and tie into the idea of “feeling at home,” making them an effective way to stay top of mind.
How much do custom socks usually cost?
Our minimum order is 100 pairs. Choose the dress sock option and follow our standard timeline, and each pair costs $10.50, with prices dropping quickly for larger orders. There are no hidden fees, making them a more affordable marketing option than gift baskets or bottles of wine.
Do I need to worry about sizes when ordering socks?
Thanks to a blend of 80% combed cotton, 15% nylon, and 5% elastane, our custom socks have excellent stretch and flexibility to fit most adult foot sizes. So, there’s no need to manage multiple sizes for your giveaways.
When is the best time to give out custom socks in real estate?
The most effective moments are when clients are celebrating a milestone, such as at closing, as a “welcome home” gift, or as part of a client appreciation package. Socks can even be mailed with a handwritten note or card, creating a personal connection.
Can I design socks to match my real estate brand?
Absolutely! Socks can be fully customized with your logo, brand colors, patterns, or even playful home-themed designs, giving you a unique way to showcase your brand identity. We can guide you through the design process to ensure your socks align with your brand.
Read Also
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Discover how Ohio businesses use high-quality custom socks to elevate brand awareness, build team spirit, and create memorable client giveaways.
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Pizza parties are out, custom socks are in. Today’s employees can see through half-hearted corporate perks and hollow gestures of appreciation.
But perhaps yours is a company determined to buck the trend, one that values its people, cares about their well-being, and is as committed to happiness and belonging as it is to productivity.
If you’ve created an environment people truly want to be part of, it’s the perfect opportunity to build on that connection with something fun and meaningful. Here’s why custom socks can reinforce group identity, spark conversations, and promote a sense of belonging.
Why Custom Socks Work As A Company Culture Tool
Humans are hardwired for connection, and in a workplace, that instinct translates into a need to feel part of something bigger than ourselves—what psychologists call the “psychology of togetherness.”
After all, we spend around a third of our lives at work.
That togetherness is encapsulated in:
Shared experiences – projects, celebrations, and milestones.
Symbols – color schemes, mantras, philosophies.
Rituals – regular traditions or events that foster connection.
Dress code – guidelines that unify the team while allowing individuality.
Language – shared phrases, common interactions, and inside jokes.
When people feel included and connected to their organization, they’re more likely to collaborate, communicate openly, and show loyalty to the team.
Even small, tangible cues (like everyone wearing the same branded socks) can serve as a visual reminder that “we’re in this together,” functioning as both a symbol and a subtle element of the dress code.
Novelty Breaks Down Formality
The novelty factor of custom socks breaks down formality and humanizes the workplace. Imagine how it feels to see a senior manager wearing something less serious:
It softens their image
It makes them more relatable
It signals approachability
Formality in the workplace acts like a social mask: people follow strict roles, hide vulnerabilities, and stick to scripted interactions to meet expectations. This creates distance and stifles genuine connection.
But wearing custom socks encourages people to drop the mask. When employees feel free to be their authentic selves, it strengthens team cohesion, especially across different levels of hierarchy.
TIP: To maximize engagement, encourage teams to share photos wearing their socks on LinkedIn, and showcase your culture to a wider audience.
Custom Socks Are A Conversation Starter
Custom socks serve as icebreakers and encourage interaction across teams and departments. A flash of bright, branded socks can prompt a comment as you walk past someone’s desk.
Suddenly, you’re having a lighthearted chat with someone you might not have spoken to before without defaulting to small talk. If someone is wearing custom socks, you already know one thing for certain: they love this business.
That’s common ground from the first step, which naturally segues into conversations about their role, the tasks they’re juggling, and leads to cross-functional dialogue. That connection can prove valuable later when you need support from that department.
Encouraging conversations among employees who don’t usually interact creates fertile ground for innovation. According to a study by Project Management Institute, teams with high levels of cross-functional collaboration are 20% more likely to report innovation success.
Custom Socks In The Workplace
Everybody wears socks.
That’s why custom socks are one of the most affordable and inclusive gift option that avoids many of the pitfalls of traditional perks, such as:
Pizza parties, which exclude those with dietary restrictions.
After-work drinks, which don’t include non-drinkers.
That’s why Franklin Morrow socks are offered in a one size fits most size to fit a wide range of foot sizes.
There’s no need to manage multiple sizes. Simply put, they fit everyone.
When To Distribute Branded Socks At Work
There’s a right time and place for custom socks, ideally paired with key events to celebrate a variety of workplace occasions:
Welcoming new hires during onboarding.
Marking important milestones like project launches or promotions.
Adding flair to corporate events, from casual socials to big annual gatherings.
Recognizing team achievements and outstanding performance.
Enhancing morale during seasonal celebrations or company retreats.
If you want to tie your socks to seasonal festivities, consider creating a special design and plan ahead to ensure you receive them in time. Checking supplier lead times is essential to avoid missing the moment.
Need support with design? Email us at sales@franklinmorrow.com and we’ll present you with a range of bespoke design options.
Small Perks, Big Impact
Sure, most people appreciate a financial bonus, but sometimes it’s the small, thoughtful perks that leave a lasting impression. These little tokens create a subliminal sense of belonging and recognition, showing that the company cares about the everyday experience.
From a neuroscience perspective, customized socks activate multiple neurological pathways simultaneously. Research from Stanford University reveals that physical objects trigger:
Haptic memory formation through the sense of touch
Emotional processing tied to feelings of comfort
Social bonding reinforced by shared experiences
Activation of brain reward centers during gift reception
This explains why remote employees who receive physical company items report 43% higher engagement scores compared to those limited to digital interactions. Tangible connections help compensate for missing in-person experiences.
Final Thoughts: Custom Socks For Employee Engagement
The benefits of custom socks are broad; custom socks provide enhanced visibility for your brand and provide a simple yet effective way to promote cross-functional working.
When employees love their company, they don’t just talk about it; they’re happy to wear that pride, quite literally, on their feet. Using custom socks allow teams to express that sense of belonging and shared identity.
This small token reinforces loyalty, sparks water-cooler conversations, and contributes to employee satisfaction. Ultimately, it’s these everyday expressions of pride that contribute to happier employees and a more cohesive team.
Email us at sales@franklinmorrow.com to get your free mockup and start designing high-quality custom socks that make your brand unforgettable.
Frequently Asked Questions About Corporate Socks
Here are some frequently asked questions about distributing custom socks as employee gifts.
Are custom socks suitable for all types of workplaces?
Custom socks work best in environments where there’s already a positive culture and employee loyalty. If your company enjoys low turnover and strong, positive reviews (like on Glassdoor) they’re a great way to reinforce team spirit.
However, if employee feedback uncovers deeper underlying issues within the workplace, it’s important to address those root causes first before investing in perks.
Also, custom socks can be effective for fully remote teams, since offering something tangible helps create a sense of connection despite the physical distance.
How do you choose the right design for personalized socks?
Choosing the right sock design goes beyond socks featuring your company logo. It’s about capturing your brand’s personality through colors, patterns, and style.
Aim for a design that’s eye-catching and unique—something that stands out from everyday socks, draws attention, and prompts conversation—while also being something employees are proud to wear.
Getting input from your team, whether through surveys or design competitions, can make the socks feel more personal and increase employee buy-in.
At Franklin Morrow, our specialist design team is on hand to bring your vision to life and ensure the final design reflects your brand.
What sock sizes should I order to fit all employees?
At Franklin Morrow, we offer any size that you can think of, but generally recommend our one size fits most sizing because it provides the best fit for the vast majority of employees. Thanks to a blend of 80% combed cotton, 15% nylon, and 5% elastane, the socks have excellent stretch and flexibility to fit a wide range of foot sizes.
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Pens, tote bags, stress balls… it all gets a bit tiresome at trade shows with the same old giveaways. When giving something away, businesses are doing so to stay top of mind, but if everyone’s handing out the same old stationery, they just blend into the same pile.
Not only that, but up to 40% of corporate swag ends up in landfill shortly after the event! Whereas, custom socks are actually reused, worn, and remembered, and they offer both a fun and functional way to grab your prospects’ attention.
This article explores how your business can make use of personalized and branded socks as a standout promotional item. We’ll explore why they work, how to design them for impact, and tips for making the most of your trade show booth.
Why Trade Show Giveaways Matter
Trade shows are fast-paced, high-energy environments where hundreds of brands are competing for attention. If you're showcasing a booth, you need to do two things to stand out:
Attract foot traffic
Make a lasting impression
It’s important to offer something that draws people in and keeps your brand top of mind after they leave. However, when everyone is giving away pens, tote bags, and keychains, attendees end up with duplicates or things they don’t actually want.
That only contributes to promo fatigue.
To cut through the noise, your giveaway needs to offer utility. It should be useful, well-designed, and a little unexpected. A pen may be useful but you see an abundance of them at trade shows and conferences. Custom socks, on the other hand…
Why Custom Socks Are a Smart Choice
Custom socks combine practical use with style and personality, making them far more memorable than typical giveaways. Do you use a pen every day? Maybe. But in many industries (especially tech and office-based professions), most work happens on screens.
Whereas, custom socks are wearable items that people actually use every day (well… maybe not consecutive days), meaning your brand stays visible long after the trade show ends.
Additionally, socks provide excellent branding real estate. The entire surface can feature your colors, logos, patterns, or slogans. Unlike a pen tucked away in a bag or drawer, socks are highly visible when worn:
On the commute
At the office
During workouts
At social events
For companies with passionate communities, these socks create a strong emotional connection, and people wear them with pride. Recipients love to show off quirky designs and bold colors.
A design doesn’t have to be just a logo. Patterns, slogans, and creative branding all add personality and make the socks truly memorable. People value items that serve a real purpose and express individuality.
How To Distribute Socks Without Giving Them All Away
Handing out freebies to just about anyone who walks past will dilute your giveaway’s impact.
Beware also of those who make a habit of stopping by each booth, feigning interest in your company, filling their tote bag with event swag, only to disappear and never be heard from again.
You should reserve your custom socks for qualified leads only, as the goal is to generate business and ensure a solid return on your investment.
This approach is backed by research—a study by the Promotional Products Association International (PPAI) revealed that 83% of consumers are more likely to do business with a brand after receiving a promotional product.
The best way to convert people who engage meaningfully with your booth is to ask for something in return, such as:
Their contact details (email, phone number, website)
Social media interaction, i.e., like, follow, subscribe, tag, share.
Completing a short survey or feedback form
Scanning a QR code to join your mailing list
Booking a follow-up call or meeting
Gamification also works a treat, too. You could set up a fun challenge like a spin-to-win wheel where socks are a prize. This builds excitement, draws crowds, and creates memorable experiences linked directly to your brand.
Whatever you do, you mustn’t indiscriminately give away your custom socks. The best giveaways don’t just sit in a bag. They get used, get noticed, and remind people who you are.
Design A Sock Style That Leaves A Lasting Impression
If you’re going to invest in custom socks, make them distinctive and eye-catching.
Color and personality matter. Choose bold color palettes and fun graphics that stand out from a distance and that contrast with the usual dark trousers worn by professionals. They’ll have dozens of pairs of plain, boring ones to choose from every day.
Design a sock that people would genuinely pick off a shelf, and you’ll turn a giveaway into a keepsake!
Seasonal themes with a corporate twist are a hit, too; for example:
Winter: Festive elements like your log with a Santa hat on it, snowmen wearing branded scarves, or elves carrying products from your range.
Spring: Soft, pastel socks with your logo or a slogan like “Fresh Ideas Bloom Here”.
Summer: Bold, beach-inspired patterns featuring sunglasses or surfboards with your logo subtly worked in.
Autumn: Halloween-themed designs like your company mascot dressed up in costume or spooky illustrations that reflect your industry.
Depending on your target market, you may also want to choose between gender-specific or unisex sock designs to maximize appeal and wearability.
The more people want to wear your socks, the more exposure your brand gets.
Need support with design? Email us at sales@franklinmorrow.com and we’ll present you with a range of bespoke design options.
Creating A Sock-Worthy Booth Experience
Effective visual merchandising can dramatically amplify your reach, so it’s a good idea to showcase your socks front and center using:
Creative stands
Hanging displays
Sock-themed décor
Lighting and signage
Naturally, custom socks cost a bit more than your average pen so keep them well-guarded, but not completely off limits. They need to be visible to spark curiosity and encourage visitors to stop and engage.
You want to entice people so that they want to see and touch, even encouraging hands-on tactile experience so they can assess the socks’ durability, but only when you’re locked into a conversation.
Something that works particularly well with branded socks (given their visual appeal) is encouraging attendees to share a photo with your socks to their social media with a dedicated hashtag (so you can analyze the online reach).
This not only extends your reach beyond the trade show floor but online too.
Final Thoughts: Sock Giveaways That Enhance Your Brand
Custom sock giveaways are a powerful marketing tool that offers a unique opportunity to break free from the usual trade show clutter and create a memorable, lasting connection with your audience.
They turn a simple promotional item into a wearable statement that people actually want to use. When distributed strategically and showcased properly, they not only attract attention at your trade show booth but continue to promote your brand long after the event ends.
In a world where most giveaways end up forgotten or discarded, custom socks will boost your brand visibility, literally putting it one step ahead.
Email us at sales@franklinmorrow.com to get your free mockup and start designing custom socks that make your brand unforgettable.
Frequently Asked Questions About Custom Sock Giveaways
Thinking about using custom socks at your next trade show? Here are the most common questions we get and how to make sure your giveaway leaves a lasting impression.
How far in advance should I order custom socks for a trade show?
At Franklin Morrow, the sock-making process takes between 4-7 weeks from approval of design to delivery. Our team will work with you to ensure that you are always up to date on where we are at in the sock-making process and will send pictures of your socks along the way.
What are the best ways to give socks away at a trade show?
Avoid handing them out to everyone. Instead, offer them to qualified leads in exchange for contact details, booking a meeting, or for sharing a picture of them on social media.
Do people really want socks as a freebie?
Yes! High-quality, well-designed socks are surprisingly popular. Attendees often prefer unique items they won’t get from every other booth. It’s not unusual to see larger crowds gather around booths giving them away compared to those handing out more traditional freebies.
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Discover how to boost brand visibility with high-quality custom socks. The perfect promotional item to build loyalty at events, conferences, and trade shows.
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Ladies and gentlemen, gather around and let's take a walk down memory lane to discover the fascinating history of socks!
Believe it or not, socks have been around for centuries. The earliest recorded evidence of socks dates back to ancient Egyptian times, where they were made from animal skins and fur. However, it wasn't until the Middle Ages that socks became more mainstream.
During this time, socks were worn by high-ranking officials and royalty as a symbol of wealth and luxury. They were often made of expensive materials, such as silk and velvet, and adorned with intricate designs and jewels. Maybe our next designs will have some jewels on them!
Then came the 16th century, and with it, the invention of the knitting machine. This revolutionized the sock industry, allowing socks to be produced much more quickly and efficiently. It also made socks more accessible to the general public, rather than just the elite.
As the centuries went by, socks took on different forms and styles depending on the era and culture. In the 1800s, men's socks were typically knee-high and made of wool or cotton. Women's socks, on the other hand, were shorter and made of delicate materials like silk or lace. In the 1920s, socks became a fashion statement with bold colors and patterns.
It's interesting to note that during World War II, socks became an essential item for soldiers. They were made to be durable and comfortable for long periods of time, and could even be worn as makeshift gloves.
In today's world, socks come in all colors, sizes, and styles. There are ankle socks, crew socks, knee-high socks, compression socks, and even toe socks. Some socks are great for running and sports, while others are made to be casual and comfortable for everyday wear.
One of the more recent sock trends is customization. People are now able to create customized socks with their own designs and logos, making them a great way to advertise a business or organization. Plus, it's fun to have your own unique pair of socks!
So why do we wear socks in the first place? Well, for starters, they keep our feet warm and dry. They also provide cushioning and support, which can help prevent blisters and other foot issues.
But there's something else to wearing socks that goes beyond just keeping our feet cozy. Socks can also be a form of self-expression. Whether it's through the color, pattern, or message on the sock, we can show off our personality and style.
We believe that socks are more than just a piece of clothing. They're a way to express yourself and add some fun and humor to your wardrobe. That's why we offer a wide variety of unique and creative socks that are sure to make a statement.
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We get this question a lot and it makes sense. There are thousands of sock companies all around the world that specialize in socks. So what makes Franklin Morrow socks special?
It’s a combination of things. The first thing that I tell people is that it’s the care that go into our socks. I spent hundreds of hours hand picking materials to make sure you got the perfect material in each sock. I combed through samples of various types of cotton, combed cotton, bamboo, wool, nylon, elastic, and a whole host of other materials. This meant reading articles and books on these materials, what purposes they serve in the clothing, and how they interact with one another. It wasn’t the most exciting thing I’ve ever done, but it was necessary. We are always trying to get better as a team, please share your feedback with us whenever you have it!
We also wanted to make sure we put other design elements into the socks to help us stand out. In every pair of Franklin Morrow socks we reinforce the toe and heel of the sock. For most people this isn’t a design element you’ve likely heard of or even care about, but for us it was important to increase the quality of the sock. The additional reinforcement that this provide ensures your toe isn’t going to pop out through the end of your sock or for you hard walkers, your heel won’t wear through into your shoe.
What makes our socks special doesn’t stop in the materials we use, design elements, or how we make our socks. As I mentioned in a previous post, it was a no brainer to have an element to Franklin Morrow that gave back to the community. After some research we found that socks were the number one need for homeless shelters. After reading about this need we knew this was the way we could make an impact for our community. It’s simple, you buy an amazing pair of socks and we donate a pair of socks to an individual in need.
In addition to donating a pair of socks to an individual in need we also partner with local charities to create custom socks to help them hit their fundraising goals. Our most recent partnership was with Autism Speaks, a national organization that is focused on advocacy and support; increasing understanding and acceptance of people with autism. For any individual purchasing our Kindness Counts socks, 100% of the proceeds from that sale goes to Autism Speaks. We will continue to partner with at least two charities a year to give back to causes that our community cares about. We are currently planning our charitable partners for 2022. If you have any suggestions, please reach out to me at alex@franklinmorrow.com.
Another aspect of our socks that make us unique is our designs. When I started Franklin Morrow I wanted to provide individuals a fun sock that was also simple in design, but also came with an affordable price tag. I also wanted to pay homage to the things in my life that helped shape who I am. You will see a lot of Ohio themed socks on our website. This is because I was born and raised here and am now raising my family here (I’ll save everyone my normal speech about how Ohio is great and why everyone should move here). As many of you now know, I grew up on a farm and wanted to pay homage to that. We have both our cow themed socks and our new wool socks made from wool from the sheep on our farm. We also have both shark and anchor themed socks. This next one is a fun fact most of my friends don’t even know. When I was in High School I considered becoming a marine biologist. I’ve always had a fascination with the ocean and everything in it. Which is strange considering I live in the midwest and the closest “beach” we have is on Lake Erie.
Lastly, what makes us special is our people. Our team is dedicated to providing you with the best experience while choosing your socks. Whether that be through our customer service team, our sales team, or our graphic designer. We want to make sure you leave with a positive story to share about Franklin Morrow as a company.
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A lot of the times when we hear entrepreneurs talk about their business, we hear them talk about how much revenue they are bringing in or all the things they did right. While that is great and everyone should celebrate their successes, we should also look at our failures and lessons learned to find ways to improve and help others avoid those same mistakes. This post will focus on some of my failures and lessons I’ve learned in business. My goal in this post is to help you in your business venture.
I know this will be a common mistake for entrepreneurs, but my first mistake was estimating the amount of time it would take to start/run a business. I remember thinking it would take me no more than a few months to get Franklin Morrow off the ground. Fun fact: it took nearly two years. This was due to me wanting to get everything perfect before bringing this business to the public. While I think this was a great strategy in terms of product quality, I wasted a lot of time second guessing myself in terms of my business plan, branding my business, social media posts, etc...With the exception of product quality, I view action as far more important than perfection. I can always change things if needed, but it’s more important to get things done than second guessing yourself along the way and wasting valuable time. I now always assume something will take three times as long as I assume it will.
My second biggest mistake was assuming I’d never have production or shipping delays. I had done my homework, so why should I worry about those things (naive thinking, I know)? I had researched everything I could about the production of socks and shipping times, but my first large order was three weeks later than expected. This means customers were expecting orders that arrived almost three weeks late and in the world of Amazon, three days seems like an eternity. Our hold up on that shipment was two-part. The first part was a production problem. Multiple pieces of equipment in our production facility had gone down for several days. This caused delays that resulted in over a week-long delay in the production of our socks. The shipping of that order was delayed an additional few days due to an issue with paperwork I had filled out. Needless to say, I figured out quickly how to fill out the appropriate paperwork for shipping. Things like this will happen in business and sometimes there is nothing you can do about it. Keep reading below to see my lesson learned from this.
This lesson learned goes somewhat hand in hand with the shipping and production issue mentioned above. When we had those issues, I did a poor job communicating those delays to our customers. It was because I was embarrassed. I thought because things were delayed, it would look like I was not capable of running a business. After some conversations with other business owners, I determined over communicating was going to be my winning strategy. From that point forward, if there were going to be any delays or issues with any order, the customer was the first to know. I’ve found that people are understanding when you are upfront and honest with them.
It’s important to say here that if you are in the social media marketing and marketing field you deserve a raise immediately. This was one of my biggest struggles as a new business. I assumed I could post a nice picture and include some hashtags and my post would be seen by people trying to buy socks. This was not the case. It takes massive and consistent action to build a social media presence. This is an area I’m still trying to master, but one item that has really helped me grow my knowledge of how best to utilize social media was interacting with other social media posts in a genuine and authentic way. I try to spend at least 5 minutes a day encouraging people and commenting on other businesses and individuals posts. I’ve found that this does a couple things. Selfishly, it boosts my mood because I’m encouraging people, and who doesn’t like to do that? It also leads people to come check out my page and interact with me!
I’m sure when other entrepreneurs read this there may be some disagreement with this next one, but I’m going to say it anyway. After almost four years in business I’ve come to realize how important processes are to your success. You must keep to your processes no matter the cost. Obviously that sentence should include the caveat that those processes have to be successful. At times, I’ve had clients ask me to break our processes in order to better fit their needs. I’ve done this three times because the order was huge for Franklin Morrow and hard to turn down. However, after agreeing to the terms of the deal, I had run into new issues because I was operating outside of my normal protocol. This ranged from an upfront financial burden on me, large increases in the use of time per order and larger delays due to design changes at the last second. I always try to be accommodating as possible, but you should trust that your processes work, even if it means not landing a big deal.
If these paragraphs had titles this one would have the title “the pandemic”. I’m not even sure where to begin here, or if an explanation is necessary. We all felt the hardships of a pandemic. Let’s be honest, socks aren’t a necessity when everything else around you seems to be falling apart. Businesses are deciding on whether to let go of employees or shut their doors, not rewarding their employees or clients with custom socks. The stores our socks were in were closed for months and when they reopened, it wasn’t the same for months after that. To be honest, it was a rough year. I think I had all of the emotions in the book through the last 18 months. Fear of the unknown, to sadness for what we saw every day. However, If there ever was a silver lining to the pandemic, it gave us the opportunity to retool and rethink how we can best serve our neighbors. This led us to new partnerships and lasting relationships. It helped us reimagine what Franklin Morrow could be and how best to get there. The pandemic made me even more thankful for the store owners where our socks are sold. They were always open, honest, communicated regularly and cared about the entrepreneurs in their stores.
If after reading this, you’re thinking, “Man, Alex made a bunch of mistakes starting/running a business,” then you’re right. It’s definitely been a learning experience and I’ve been presented with some unique challenges, but I wouldn’t change any of it. It’s helped me grow into a better business person and a better human in general. Of course there are more lessons learned than I could fit into a blog post, but these have been a few that have stuck out in my head. In a future post, I’ll talk about some of the successes of Franklin Morrow and what I’ve learned from those wins, but for now I wanted to make myself vulnerable and let aspiring entrepreneurs know it’s not all sunshine and rainbows. Sometimes you have to fail before you grow.
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Why I started Franklin Morrow.
It’s probably best to start off my first blog post to say I’m not what one would call a gifted writer. When it comes to business, it’s probably the area I struggle most with, but in business if you do not make yourself uncomfortable, you do not grow. I welcome your advice and let me know what you think of the first ever Franklin Morrow blog post.
The questions I get asked most frequently are why and how did I start Franklin Morrow? The short answer is I wanted to provide a better quality and more affordable sock than what was available on the market. But honestly, it’s more than that. I wanted to find a way to help men dress better at an affordable price.
I always viewed men's clothing options as being somewhat limited and overpriced. It felt as if everyone was wearing the same type of suit, the same monotone socks, the classic pocket square wasn’t widely worn, and cell phones kept the time, so who needed a watch? Today we have more options than ever before, but more options doesn’t always mean better quality. For socks, this is where I wanted Franklin Morrow to come in.
Prior to launching Franklin Morrow, I read dozens of books, thousands of articles, and spent two years working with 75 different manufacturers to find the right team. It was important to me to find a manufacturer that cared as much about producing quality socks as I did. Once that decision was made, it was time to produce a high-quality, long-lasting, and affordable sock. I spent months researching what materials to use, how much of each of those materials were going to be in each sock, and finally tested the socks for over a year prior to ever bringing them to market. At this point, it would be good to thank all my friends that helped me product test these socks and for putting up with all of my ridiculous questions as we went through the testing process. I also promise not to ask you about your socks or feet ever again. Once we had a sock to my standards, it was time to begin designing some of our first pairs
In March of 2018, I officially launched Franklin Morrow to the “masses”. I’d be lying if I said it all went smoothly and it was just uphill from there. In another blog post I will talk about lessons learned from starting a company, but for now I’ll say that we experienced production and shipping delays that naively I didn’t think would happen.
I assumed starting a business would be like the field of dreams. If you build it, they will come. However, after friends and family supported Franklin Morrow, it was not as easy as I assumed to find new clients. It took time and more reading to determine how best to market a new, unheard-of sock company to a larger audience. Thankfully, there were people that were willing to take a chance on me. I remember walking into several stores and asking to put my socks on their shelves, and to my surprise, after a few questions, a few said yes. It was a surreal moment for me to see Franklin Morrow socks on store shelves and seeing orders roll in. It is still surreal when I see someone I don’t know in our socks.
Another item that was equally as important as the quality of our socks was our commitment to give back to the community. I grew up in a community that preached and practiced the importance of giving back, and I knew from the early days that I wanted to incorporate that philosophy into Franklin Morrow. After some back and forth on how best to impact the community, I landed on donating a pair of socks to a local homeless shelter for each pair of socks that were purchased by our customers. It seemed like a natural fit for a sock company to donate socks.
As much as we enjoy donating socks to a great cause, we knew we could do more. In 2019 we began creating custom socks in partnership with local charities. The goal was to create fun custom sock designs to help those charities promote their cause while giving that charity 100% of the proceeds from those sock sales. Our latest partnership was with Autism Speaks, with the goal of raising $2,000 for all of the great work they are doing in the Central Ohio region. We are almost to that goal, so for a shameless plug, go buy our Kindness Counts socks.
I’ve had the privilege of being in business for three and a half years. It’s been a rollercoaster ride of both emotions and challenges. There are days that I'm on cloud nine after a big deal is closed, and there are days when we don’t make a single sale. I’ve grown to appreciate the unique challenges of running a business and have found myself humbled when things don’t go as planned. Through all of the challenges, our mission is to still provide you with quality socks while attempting to do good in the community.
My hope is to continue to build a trusted brand that gives back to the community. To continue to strive to be the best in the business and grow the products we offer to our customers. We will continue to grow our passionate team of individuals that share in our commitment to all of you.
Thank you for taking the time to read my first blog post. If there is ever a topic you think I should cover or questions you have, please reach out to me at Alex@FranklinMorrow.com.