Printfection Case Study – MaxCDN
Learn how MaxCDN is building word-of-mouth within the developer community
MaxCDN is focused on gaining traction with developers and the companies they work for. Their product focuses on a tech-centric set of features, including: two-step authentication, a multi-platform API, real-time reporting, and Git integration.
MaxCDN saw an opportunity to grow word-of-mouth by capitalizing on developer excitement, mind-share, and brand loyalty.
By getting high-quality branded swag into the hands of customers and the wider developer community, the hypothesis was organic word-of-mouth referrals would significantly increase.
Founded in 2009, MaxCDN helps companies and open-source projects around the world serve their digital assets faster and more reliably.
Offering top-of-the-line hardware and global network connectivity MaxCDN helps deliver everything from web hosting and game assets, to software updates and online publications — including several of the web’s most prominent code frameworks: jQuery and Bootstrap.
MaxCDN launched three swag campaigns to achieve their goals.
MaxCDN began to send surprise Swag Bombs to their favorite companies, ABM style. Each Swag Bomb contained a pile of shirts in various sizes and a bunch of high-quality vinyl stickers. This opened the door to a conversation about their solution.
After 30-days of using the MaxCDN service, each new customer is given a free t-shirt via Printfection’s Giveaway service. The user is sent a unique, one-time-use link allowing them to pick their t-shirt size and specify a shipping address.
MaxCDN distributes swag at numerous developer events and conferences, making sure their fans and customers have access to the latest MaxCDN branded gear.
Behind the Scenes
To run all three campaigns without distracting their small marketing team, MaxCDN leverages three Printfection solutions – list import, customer giveaways, and event marketing.
To distributes their swag bombs MaxCDN uploads a spreadsheet and Printfection sends each company on the list an individual swag kit.
When the customer qualifies, a Printfection one-time-use redemption link is automatically sent via the CRM system.
When submitting an event order, MaxCDN specifies (to the exact day) when their swag should arrive and has Printfection roll and label each shirt.
The organic word-of-mouth strategy they put in place early on is paying dividends. Swag has provided tens of millions of ad impressions, helping to solidify MaxCDN as a great solution in the mind of developers
The swag bombs opened doors for the sales team, and customers routinely praise the 30-day welcome gift (to customer success managers, and on social media).
Using swag in such a targeted and effective manner, without the overhead and hassle of doing-it-themselves, has put MaxCDN on the map as a swag marketing pioneer.
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