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May 25, 201712:16 PM#SocialBiz

with Spencer X. Smith

Sun Prairie business excels through real-life social media

(page 1 of 2)

Nearly every professional has been to some sort of a networking event or conference. After just a few times at these sorts of gatherings you start to see familiar faces and can feel comfortable in this situation. But what about the first time you set foot into one of these events? Why is that such a different and uncomfortable occasion?

The issue that first timers are dealing with is a lack of brand awareness. Simply put, no one knows who the heck you are! A local company is tackling its own brand awareness problem with a very bright and creative solution.

Brian Euclide and Scott Eganhouse of TEC Mailing Solutions LLC, a cloud-based mailing software company in Sun Prairie, decided to purchase cloud suits to wear to their trade shows and other events. These suits are — no joke — bright blue with white, fluffy clouds floating across the material.

When asked why they were wearing such unique suits, Eganhouse, vice president of business development, explains, “The issue we were trying to solve was a brand awareness problem — the community we serve didn’t know TEC or what we did. We’ve since dovetailed off of our trade show strategy, which was creating noise at the show with the cloud suits, [because it] gave us a ton a media exposure and imagery consistent with our brand.”

What started as a clever conversation starter turned into a fantastic branding example, both in person and on social media.

You may be thinking, I understand that the cloud suits are memorable branding for a cloud-based mailing software company, but how does that translate to social media branding?

Here’s how: TEC used another play on words to express how its service gives clients the freedom to be wherever they want and still have access to their tools for direct mailing.

“We decided to create a campaign of being wherever you want — a kind of travelogue. We spent another $250 on lights, a green screen, and software to create our content,” Eganhouse says.

This imaginative concept has since been deployed on social media with a consistent message that no matter where you are, TEC Mailing Solutions can simplify your direct mailing campaigns. They post at all their trade shows around the country, and also at any relevant, large-scale event going on worldwide with the help of their green screen. Something else you’ll always see on these social media posts is the hashtag, #CloudMailingGuys.

(Continued)

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About This Blog

Spencer Smith is the founder of spencerXsmith.com and co-founder of AmpliPhi, a Madison, WI-based digital marketing agency. He’s an instructor at the University of Wisconsin and adjunct faculty at Rutgers University, where he teaches classes on Social Media Strategy.

He’s been called a "Digital Marketing Expert" by Forbes and was the winner of the 2016 In Business magazine Executive Choice Award for Social Media Consulting Company. Spencer speaks at an average of 60 conferences and events per year and only teaches what he has first proven to work himself with his own business.

He has been featured and quoted in Money magazine, Entrepreneur, Inc. magazine, Costco Connection, and dozens of other publications. He also writes columns for IBMadison.com, The Huffington Post, The American Bar Association, and Law Journal Newsletters.

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