Not Rated Shoes: Taking on the juggernauts through social media

In a great economy, it’s hard to start a retail company and get attention in industries where the major players have already hit the field. Things are rebounding around the country to some extent but it’s definitely not what most would consider to be “great.” That isn’t stopping one Southern California shoe company from making a splash by using the most important ally for growing businesses: social media.

There are many huge companies in the women’s footwear industry that make it challenging for new companies to break through. A decade ago, success stories in this industry were few and far between. Today, a success story is building for Not Rated Shoes thanks to innovative marketing and a willingness to take chances, particularly with their online presence.

Take a look at their Facebook page. A cursory glance shows that they’re much more like Zappos in their posting-style than competitors like JimmyChoo or Prada. On one hand, you have the big brands that women already know and love. These brands can post whatever they want and get nice exposure through social media. For a small company, it has to be more personal in the beginning as they grow. They have to engage with their users to build up momentum.

That doesn’t mean that they can’t post about shoes or use leggy models to expose their brand. The fearless style that their shoes portray (disclosure: I just bought some!) puts them in the same league as their bigger competitors when it comes to fashion sense. Now, they only need exposure.

From a grassroots marketing perspective, they are hitting social media hard through Twitter,  Tumblr, and Pinterest. The strategy on these networks is also sound – strong visuals, attractive models, and users interacting.

The internet is both a promised land and a quagmire for emerging retail businesses. Social media in particular is the most challenging to conquer as most make the mistake of using it as a broadcasting tool rather than an area for engagement. This is one company that is building up the right way.