Promoting Innovative Fashion Through Social Media
By Bob Speyer, Web Success Team
BodyRock Sport by Kelly Dooley has combined sports fitness and fashion with an innovative line of active wear for women who don’t want to sacrifice style at the gym. Sports bras are ultra chic and also wearable for an evening on the town. When seen, or better still, when worn, they create a buzz among women who can’t wait to slip into her attractive sports bras, tanks and matching head / wrist bands. They all but sell themselves.
Great products… So how do we get the “buzz” going?
To penetrate the marketplace and get exposure, Kelly has asked the Web Success Team to help promote her outstanding product line using social media to spread the word.
Working in concert with her marketing consultant, Mitch Perliss Consulting, we crafted a social media strategy to help build a following and create evangelists for her BodyRock Sport brand.
Our social media strategy was to create awareness for the sports bras and to get followers to think of her apparel as a multi purpose garment to be used during the day and at night without sacrificing style or comfort. It was essential to build up Kelly’s Facebook fan page and her Twitter profile to reflect these concepts. We wanted to get fans excited about this new trend in fashion active wear. Now women’s sports apparel can be accessorized and used for a casual but chic evening out.
Facebook Rocks and Twitter Engages
Staying true to BodyRock Sport’s unique selling proposition of high quality multi-use sports active wear, we are using social media to change the way women view Kelly’s apparel line. Women will buy them for style as well as utility. Social networking comments are very positive and women are becoming evangelists for the BodyRock brand. With this positioning, BodyRock’s Facebook fan page has increased 15% in the first month — and with almost 100% fan engagement.
Twitter was employed to draw attention to Kelly, her lifestyle and her fashion apparel. Tweets were written to build a following, create awareness, send fans to her Facebook Fan Page, and her website to offer fashion tips, announce sales, diet updates and her new line of headbands, summer product roll-outs and of course to buy! Kelly has become the face and personality of her company and her brand. By being personable, approachable and assessable, women got to know her and appreciate her helpful suggestions. By building trust, our marketing team efforts were able double her twitter followers in the first month of the campaign.
The BodyRock Blog is used to promote BodyRock activities, fashion events, fitness and fashion tips, and product roll-outs. And because Kelly Dooley is the driving force behind BodyRock, we are using her blog to circulate articles on fashion, her lifestyle and her activities. The strategy is to get Kelly more known, create a fan following and have her engage fans and build relationships with them.
Passion and Engagement Sell
The key with any social media strategy is to have your client willing to engage their communities. Kelly’s passion for her fashion and belief in her products to help women look good in and out of the gym has made our job to market her online more effective.
Sales attributable to social media are starting to build for BodyRock Sport. As we move forward with her social media blitz, we anticipate more fan interest and sales. Even he Web Success Team has come under Kelly’s spell and become not only customers of BodyRock Sport but evangelists as well. Why not check out her amazing product line and see for yourself! And while you are at it, friend her on Facebook (facebook.com/BodyRockSport) and follow her on Twitter (twitter.com/bodyrocksport).
About the Author: Bob Speyer is an online marketer, social media strategist and co-founder of the Web Success Team. Bob develops effective marketing strategies to help companies increase brand awareness and target more customers for their products and services. His articles are intended to educate as well as inform readers of the latest tools and techniques of online marketing. You can follow Bob on Facebook, Twitter and LinkedIn
June 17th, 2012 12:50 /
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