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.

A social network

Set up a Myspace profile

Myspace is far more commercially oriented than Facebook. There are spaces to offer music samples and downloads, and facilities to take orders for your products through the site. You are marketing in a normal way, just on a social media. Myspace is a relatively non-threatening way to get into social media marketing.

Start Tweeting

There are plenty of guides around the net about how to use Twitter for business purposes. Read a few of them, and start Tweeting. It is best to do a little research before you get into this regularly – follow some of the leaders in your industry and see how they use the service.

Start a Facebook page or group … and update it

Connect your company with people who like your products, and connect your customers with each other. The average Facebook user joins abouthte same number of groups per month that they leave … so give people a reason to keep following your page or your group. Wish them happy holidays, leave product updates, post news relevant to your product, etc.

Create content with a view to getting it Dugg

The easiest way to do this is to have someone do it for you – it is a fine art!  Once you have your content on your site, get a few of your friends to Digg it using their accounts, to get it going.