Twitter leaders are using Chattanooga company Rock/Creek as an example of a business that used the social media outlet successfully for an advertising campaign.
And the local company's connection to Twitter has helped boost its profile, Rock/Creek marketing director Mark McKnight said via email.
"It's been very beneficial to us from a visibility point of view," he said. "We do see an uptick in Web traffic, which brings a sales bump as well. It's tough to quantify because it's coming from so many different sources and people are browsing across devices these days, but we have seen traffic from this."
Twitter leaders recently told the Rock/Creek success story online. Click here to see it.
Last fall, Rock/Creek leaders wanted to increase their brand awareness and get sales going before Black Friday.
So a month before the biggest shopping day of the year, Rock/Creek leaders used Twitter's Promoted Accounts to draw in new followers interested in activities that relate to the products sold at the store.
Click here to see an article from Ad Exchanger about Rock/Creek.
They targeted people interested in camping and rock climbing to promote their sales on Patagonia gear, for example.
Company leaders engaged current followers by using Twitter's Promoted Tweets, and they targeted people who were similar to their followers and likely to be interested in Rock/Creek content.
The tweets included a 20 percent discount with a countdown to the end of the promotion.
Rock/Creek officials used the hashtag #getwarm to emphasize the seasonality of the promotion, and they also included links to their fleece buyer's guide.
According to Twitter, the Rock/Creek campaign helped the company increase its follower base by 172 percent compared to the prior month.
The business also had its best sales day for 2012 during the campaign.
"This kind of case study really attracts attention from our vendors, who see that what we're doing works," McKnight said. "That then leads to more co-op opportunities and more ad dollars that I get to use to drive sales."
Rock/Creek and McKnight also recently participated in a beta test for a new Twitter product, which allows advertisers to find and connect with potential customers.
And personally for McKnight, the experience has been beneficial and exciting.
He got to go to Twitter's office and speak at Yerba Buena Gardens, where Steve Jobs introduced the iPhone. It was a highlight of his career, he said.
And he's a self-proclaimed "technology geek," so seeing his work featured in news sources he's a fan of, such as Mashable, has been thrilling, he said.
"A lot of people who never would know about this outdoor shop in Tennessee now follow what we're doing and have become fans of Rock/Creek," he said. "It's gratifying to see that what we're doing on a small scale as specialty retailers can translate to national attention. We're on a page with case studies from brands like Porsche. I love that."
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