We’re excited to introduce you to the always interesting and insightful Roxanna Faithful. We hope you’ll enjoy our conversation with Roxanna below.
Hi Roxanna , thanks for joining us today. Let’s talk about social media – do you manage your own or do you have someone or a company that handles it for you? Why did you make the choice you did?
When I started Copacabana Beachwear in 2016, Social Media was just starting and wasn’t really a big deal yet. It was when I decided to put a pause on my business idea and decided to pursue a master’s in Global Digital Communications which included social media. I just knew this was going to be the future of advertising.
I applied my knowledge to my start-up brand and focused most of my efforts on creating a brand using digital marketing and social media. I didn’t start with much capital, so I managed all the social media accounts myself. I created the content, the strategies and focused on brand awareness.
I was also one of the pioneers to develop a brand ambassador program which included my regular customers and anyone who wanted to join our program. Managing my own accounts not only helped me with brand recognition, but also helped me to listen and connect straight with my customers and clients, to hear them and communicate with them and to have a clear picture of who they were.
In the first year we received over 200 applications for brand ambassadors who wanted to join our brand and I had the opportunity to meet some of them in person.
Now, I work with a social media team so I can focus on other aspects of the business but I still have control of the accounts, and work very close with my team. I still enjoy the digital aspect of this business and I am very active on social media.
I’ve also had the opportunity to help as a consultant for other business owners who’ve struggled in this area.
Digital and social trends are changing often and I recommend to any business owner to try to keep up with the changes by being a continuous learner and to understand that social media is not only about the amount of likes a video or photo receives, it is about data and the opportunity to be able to connect with your followers and create a sense of community.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Since I was little, I always had passion for fashion and a love of traveling. I also realized that I never felt completely happy with the beachwear I bought – it either wouldn’t last too long, wasn’t very comfortable or wouldn’t fit right.
So, inspired by my travels I started to design my own clothing and picked materials that were mostly sustainable and created designs that enhanced a woman’s body while providing comfort. Something that sets our beachwear apart are our reversible swimwear that can be used in different ways. This not only provides our customers more for their money, but also helps with the sustainability aspect with using less materials.
We also believe that there’s no better models than our own customers – which is why we feature our customers on our social media. They send in pictures of themselves wearing our designs from around the world, and is something we definitely feel proud of!
Copacabana Beachwear is now working with artisans from my home country of Ecuador, and we are about to launch a Panama Hat line where the hats are completely handmade of toquilla straw in Ecuador. A percentage of our profits will be designated to help the development of communities in need throughout Ecuador..
We are also an active participant of environmental initiatives here in California and we’ve partnered with a few organizations that support this cause.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
We maintain a regular communication via personalized emails, newsletters and personalized messages to keep them informed about our new products, events or highlights. Personalization shows that you value their business and strengthens the connection between a brand and your costumer.
We also utilize social media to increase engagement and connect with our followers, via dm messages, comments and live videos.
We’ve created our own brand ambassador program which has allowed us to meet some of our customers and ambassadors in person at some of our events.
I also believe that it is very important to have an outstanding customer service across all touch points. We try to respond promptly to inquires or concerns. A positive customer experience builds trust and loyalty.
Maintaining long term relationships with clients requires ongoing efforts and genuine care. By implementing these strategies we can keep in touch with our clients effectively and foster brand loyalty.
What’s been the best source of new clients for you?
Besides a strong online marketing presence, we’ve participated in pop-up shows and events like Miami Swimweek.
We also believe that engaging with the community in local events and sponsorship events are a great way to network and meet potential customers and build relationships.
We also encourage satisfied customers to share their pictures and their experience with our brand with their followers on social media and friends.
Contact Info:
- Website: www.copacabanabw.com
- Instagram: @Copacabanabeachwear_
- Facebook: Copacabana Beachwear
- Linkedin: Roxanna Faithful
Image Credits
Patrick Wilson, Rob Cobb, Oved Ortiz