It’s easy to get swamped in theory when you’re thinking about SEO for your business. You end up with clear knowledge of what you have to do – but no clear idea of how to translate that into actual reality. Today we are looking at a quick and simple case study, checking out how Roxy, an internationally known brand, uses social media and the power of the internet marketing to build their brand, both online and offline.
Who’s Roxy?
Roxy is the women’s clothing brand owned by the Quiksilver company. They make swimwear, clothing and accessories for surf, snow and skating situations, as well as general purpose wear. They are a fairly high end brand.
Roxy internet marketing implementation
Roxy has developed a ‘Style Squad’ – a group of around 900 girls nationwide between the ages of 13 and 23. Each of these girls was handpicked in stores across the country,, and each of them gets benefits for being a part of the Style Squad:
- Welcome pack with the latest clothing designs
- Free access to new items
- Discounts in store
The Panel Manager of the Style Squad posts questions on message boards when there is a business issue such as thoughts on a new design, how the girls respond to advertising, etc. It can be used for both qualitative and quantitative market research.
How you can follow Roxy’s internet marketing example
- Create your own community of brand ambassadors, asking people to become part of the community in your physical stores, and offering significant benefits for doing so.
- Make sure there are ongoing benefits for remaining part of the community
- Create an online forum – social media like a Facebook page, Myspace account, or Twitter account that your members should add.
- Whenever you are wondering what your customers think about a change in your business – a new idea, a new promotion, a competition, a new page on the website … ask them! When people feel valued, they are happy to give their opinion.
- Use the information to improve your brand in the eyes of your customers.
The keys to success for Roxy’s web marketing strategy are offering significant benefits to the members, and them implementing enough new strategies and changes to make the effort worthwhile! Don;t forget that this sort of marketing has a direct effect on your SEO, by encouraging backlinks and pushing your traffic (and therefore your Google rank), skyward.
