Building brands through Twitter
Amanda and Matt MacNaughton are the sibling powerhouse behind the social media buzzing, campaign-linking, celebrity tweeting social marketing platform site, Promojam that has taken advantage of Twitter to increase their clients’ online visibility. Although the website was only established in 2009, the Company’s successes have been overwhelming and have hit mainstream social media users.
Amanda had been in the public relations industry for seven years and Matt held a post as product manager for Interscope Records. They decided to follow through with their dream and start their own company.
“The genesis behind Promojam came from my experience at Interscope while doing album premiers and events with artists to find a new audience,” Matt says. “A lot of these bands didn’t have a clue who their audience was and didn’t know the real reach of their audience.”
BRANDING A BUSINESS
Promojam’s first campaign was a tweet-to-download push for Travis Barker and DJ AM who wanted to release a mixed tape by using Twitter. “The band wanted to give away their music to fans and create value to the mixed tape by getting consumers to market the songs to their friends and followers on Twitter,” Matt says.
Promojam makes custom promotions for clients to share with their Twitter followers. Users can tweet these links to receive free music downloads, access to discounts on products, enter to win contests, while at the same time, broadening the awareness about a company or cross promotion.
“This is just a modern way for social media to work for a business to create value and revenue,” Amanda said. “It’s the same way a brand is marketed when a woman carries a Gucci purse or a kid wears a band shirt they bought at a concert. In addition to wearing brands, kids are using social media to show their interests.”
Because brands and musical groups want an effective way to control their messages to consumers, Promojam and their campaigns make it easier to track successes from the business and consumers’ perspectives. “Like many business owners, they don’t have a ton of time to design a platform for a similar campaign,” Amanda says. “We have simplified packages that are more effective, plug and play, and within minutes, a Twitter promotion can be made online.”
Promojam campaigns started in the music industry but the duo are expanding to multiple business verticals since it’s not just musical executives who are looking to use social media to increase their revenue and followers.
The Company recently wrapped up a Twitter campaign with E! Online and the Kardashian sisters, who gave away iTunes gift cards for one week. The tweet reached nine million people in one week, which averaged about 15 tweets promoting the campaign per second.
Footwear designer K-SWISS and “Biggest Loser” coach, Jillian Michaels, also hosted a one-day flash sale where twitter followers could tweet about a promotion to receive a 20 percent discount. “In one day, K-SWISS had $12,000 in sales, which was unheard of for that company,” Amanda says. “This just shows the sheer nature of social media and how revenue can deeply benefit from it.”
“We’ve noticed that business executives want to interact with their customers from a social media platform but are confused on how to do it and how to make money,” she continues. “We’ve figured out how to make social media work with a company’s revenue and customer goals.”
Promojam is currently working on expanding their client base and platforms to include MySpace and LinkedIn to share current campaigns. Additionally, in the next few months, the company will launch Promojam perks, a webpage where consumers can see consumer deals in an exchange for a tweet.
To date, Promojam has reached more than 45 million Twitter users and both Matt and Amanda believe their successes were due to their courage to transform social media into a mode for creating revenue. “We also have an incredible network of industry professionals behind us who helped our company’s success,” Matt says. “When you have an idea for a great business, look to those first who you already have a connection with, get on the phone and take meetings with them. Take chances when you have a great business idea.”
Giving efficiency the full throttle at NASCAR
The NASCAR organization has long been synonymous with speed, agility and innovation. And so by extension, partnerships at NASCAR hold a similar reputation. One such partner for the organization has been CDW – a leading multi-brand provider of information technology solutions to businesses, government, education and healthcare customers in the United States, the United Kingdom and Canada. CDW provides a broad array of products and services ranging from hardware and software to integrated IT solutions such as security cloud hybrid infrastructure and digital experience. Customer need is the driving force at CDW, and the company helps clients by delivering integrated services solutions that maximize their technology investment. So how does CDW help their customers achieve their business goals? Troy Okerberg, Field Sales Manager - North Florida at CDW adds “We strive to provide our customers with full stack expertise, helping them design, orchestrate and manage technologies that drive their business outcomes.”
NASCAR acquired International Speedway Corporation (ISC) in 2019, merging its operations into one, new company moving forward. The merger represents an important step forward for NASCAR as the sport creates a unified vision to embrace its long history of exciting, family-oriented racing experiences while developing strategic growth initiatives that will drive the passion of core fans and attract the next generation of race fans. CDW has been instrumental in bringing the two technology environments together to enable collaboration and efficiency as one organization. Starting with a comprehensive analysis of all of NASCAR’s vendors, CDW created a uniform data platform for the data center environment across the NASCAR-ISC organization. The IT partner has also successfully merged the two native infrastructure systems together, while analyzing, consulting and providing an opportunity to merge Microsoft software licenses as well.
2020 turned into a tactical year for both organizations with the onset of the pandemic and CDW has had to react quickly to the changing scenario. Most of the initial change included building efficiencies around logistics, like equipment needing to be delivered into the hands of end users who switched to a virtual working environment almost overnight. CDW’s distribution team worked tirelessly to ensure that all customers could still access the products that they were purchasing and needed for their organizations throughout the COVID timeframe. Okerberg adds that today, CDW continues to optimize their offering by hyper-localizing resources as well as providing need-based support based on the size and complexity of their accounts. Although CDW still operates remotely, the company commits to adapting to the changing needs of their clients, NASCAR in particular. Apart from the challenges that COVID-19 brought to the organization, another task that CDW had been handed was to identify gaps and duplicates in vendor agreements that the two former single-entity organizations had in place and align them based on services offered. CDW further helps identify and provide the best solution from a consolidation standpoint of both hardware and software clients so that the new merged organization is equipped with the best of what the industry has to offer.