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Technology Transitions

Interviews by Martin Palicki

Early in 2021, Brandy Alvarado-Miranda launched BAM! Marketing & PR Agency. Brandy has an extensive marketing background, working for several companies since 2001. In 2014 she began working in the technology sector and hasn’t looked back. She has been a board member for Women In Digital Signage since 2018 and has chaired the AVIXA Women’s Council since 2019. Most recently, she was Director of Sales & Marketing for Mad Systems. With a specialty in technology and AV marketing, BAM! has already achieved a level of notoriety in the industry with clients including NanoLumens, Hall Technologies, cavlo tech and others.

Tell us why AV and attractions holds special appeal for you.

In 2014 I started working for an AV manufacturer and engineering firm that specializes in all types of verticals. I always loved working on large entertainment venue projects. I think that’s why I gravitated towards working for companies specializing in theme parks and museums. Those projects are gratifying and so much fun to work on.

What led you to launch your own marketing company?

Like many, I lost my job during COVID due to the downturn in the industry. I immediately updated my LinkedIn profile to “open to work,” and the same day I had colleagues asking if I was interested in ghost writing, or working on their website, or writing a white paper. I began freelancing – writing, creating content, and working on various marketing campaigns – and it evolved into full-time work. Within a month, I knew I needed to start my own marketing and PR firm.

Your specialty is technology. How do you market technology successfully?

I LOVE technology and my clients tell me that they appreciate that I “speak nerd” fluently. Working with BAM! means they don’t have to explain their technology to me for hours. I understand tech so there’s no learning gap for my clients to navigate me through.

I believe marketing technology drills down to a few things – who needs and uses this technology? Finding the answer to that and targeting that audience is key. Most tech manufacturers use a mix of print ads, product press releases, thought leadership articles, social media, and email coupled with website landing pages, and trade show events to reach their clients.

How do you advise companies to handle their marketing during slow periods, such as the pandemic?

My advice is to take advantage of slower periods to analyze, plan, and create strategic, measurable marketing goals that align with your sales team. Additionally, it’s smart to take stock of your brand, identify your strengths and weaknesses, and plan accordingly. During COVID, some of the first people to get furloughed were in marketing, and that is unfortunate. Keeping in front of your customers is more critical than ever and identifying how to best reach them is key.

What is your industry outlook for the near future?

My clients are saying that projects that had been delayed during the past year are going full speed ahead now, and new ones are in their pipeline as well. The challenge right now is with the supply chain. Getting the right equipment to facilitate a project has been difficult and will continue for some time. It’s an exciting time of growth and learning. Companies and their tech managers have had to become proficient and agile to accommodate the supply chain issues. They’ve relied on education and product knowledge vital to keeping their projects on track.

What are your plans for growing your company?

I’m nearly at my bandwidth already and may need to hire another marketer soon. Taking care of my clients and making sure we meet their marketing goals is most important to me so any hires will have to match my level of commitment to my customers and love tech as much as I do.

Originally featured in InPark Magazine:

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