1First, tell us about yourself, your company, job profile, etc.
I, Angelo Zammit was born August 31st 1981 in Dorchester MA and raised in Saugus MA. I am the youngest of five siblings. Besides becoming an international model for major magazines such as Men’s Health, GQ, Teen, and Armani etc. at age 15 to 24, the only other job I’ve held is in digital marketing. I live and breathe the marketing industry for I fell in love with it at such a young age. I co-founded East Coast Loyalty with my fiancé and partner Ami Pancholi on January 7th 2015. My position in the company is dealing strictly with corporate merchants such as Valpak SI, Dairy Queen, Vine Ripe Market, Pastosa, Tommy’s Auto and many more. I am the content writer for all our social profiles and develop most of the websites built by ECL. I strongly believe ECL has saved my life and giving me more than I could ever give it!
Ami Pancholi was born and raised in Surat India on March 25th 1985. She moved to the states (Danvers, MA) at age 9 and is the oldest of three children. Ami still carries old traditions from India which were embedded into her at childhood. Her heritage and country offers some of the most intellectual individuals in the world. Her strong willed personality and desire for success has played a key role in the expansion of ECL nationally. Ami manages the accounts for well over 300 local and national small businesses on a daily bases. She has helped bridge the connection between the small business owners and ECL.
All in all the main goal was to primarily focus on developing a loyalty rewards program designed to help the small business owners grow and increase their bottom line all while making our services affordable and within a small businesses budget.
To this day we have favored our loyalty services seeing it was the birth of our very successful company, but added a tremendous amount of marketing services from social media management, content writing, SEO and more.
Adding services along the way was always the goal we had in mind from the start; it was just timing and the demand from our merchants.
2Tell us a bit about your business and what you do.
At East Coast Loyalty we focus on increasing the small business owners R.O.I and repeat visit acquisition via loyalty rewards program (text message marketing) along with many other robust marketing tactics we have implemented throughout the years, all without ever changing the structure of their current marketing strategy unless need be.
Typically, we install a 7” to 10” kiosk (tablet) at the point of sale allowing customers to opt-in via mobile number earning rewards each visit, thus remaining loyal to the brand.
The business owner then can engage with a list (database) of their most loyal customers we built in store or via social media, billboard, newspaper, online etc. through a shared short code (text to join campaign).
The business will engage with all their customers via text once or twice on a weekly basis with deals, incentives, offers, promotions, events etc. drawing them in on days they need them most (slow days), thus increasing repeat visits and in return, increasing R.O.I.
3Congratulations! As the winner of the 2018 Muse Creative Awards, what does winning this award mean to you and your team?
Winning the Muse Awards was one of the best feelings on a personal level. There is a reason behind the award as far as the project we worked on and submitted. We truly identify our company as a family member in a weird way. It’s as if it’s a person so to speak. So tying the Muse award brand to ours just gives ECL more reputation and credibility. It shows we are worth our weight in gold.
4Where do you see the evolution of creative industry going over the next 5-10 years?
This is such a great question; I feel the way we will be doing things a decade from now will be all mobile and web. There will ultimately be no need for commercials on TV etc. Why, when you can reach all your customers as well as potential customers in real time via text message, mobile banners, google ads etc. There are literally billions of people searching the internet via mobile phone or tablet every day. So why not kill two birds with one stone by targeting them on both simultaneously.
5What are your top three (3) favorite things about our industry?
1.) We love building websites; they are the face of the business's brand. It is the place where most customers visit before even deciding to make a purchase. And in doing so we get to showcase our work and talent.
2.) We also love the fact that without marketing agencies the world would have no visual of anything really. Without us, the world of sales really doesn’t exist. Well, it does just not in a visual context as far as what we are able to show the people.
3.) Making content for ads, social post etc. is extremely fun, we love being able to have a project placed in our hands and coming up with something so intense that the public cannot help but to bite.
6Who has inspired you in your life and why?
As for myself (Angelo) my mother, father, stepfather, and fiancé Ami have played a huge role in me getting my life together and finding my niche. Without their belief in me, I feel as though I might not be here.
As for Ami her inspiration is seeing her mom and dad always stand by each other no matter how hard things got. They always seemed to find a way to make it through. Their love for one another rubbed of intensely and helped Ami stick through the hardest of times when most people would throw in the towel.
Also her fiancé Angelo, he has shaped her into the powerful, strong and independent woman she is today, he always believed she was the diamond in the rough and his guardian angel. He made her believe that anything in this world was obtainable and within her reach.
7What makes your country specifically, unique in the creative industry?
America is one of the greatest countries in the world to live as well as for business. We have some of the most talented people immigrate here from all around the world which allows us to obtain the very best talent the world has to offer.
America is also the trend-setters internationally and is usually the first to have the greatest technology hit the market, so having the opportunity to work on major marketing campaigns before anyone else even sees the product, usually allows us to be the creative ones first leaving the rest of the world to either mimic us or be super creative and come up with unique ideas of their own. Which in result actually brings out the most prestige work around the globe?
I also feel like huge corporate America has the money to fund enormous marketing campaigns that requires extreme talent to bring the ideas to the forefront. Competition is heavy in America, so either your work is well above average or most likely you will be jobless.
8If you could give one piece of advice to someone considering a career in creative industry, what would it be?
Never overthink a project and always go with your natural instinct. Let your mind go free even if you find mistakes along the way you can always go back and edit etc. Some of the greatest work you will ever do, will be freehand and freethought.
Also, digital marketing requires you to be able to sell, one of the best pieces of advice we can give you here at ECL is don’t try to sell at all in fact. Simply allow the customer to buy you, know what you’re selling and know it better than the next, never lie to gain a customer, never say you can do something and not deliver. Being transparent in this industry even if it means passing up work goes a very long way.
9What resources would you recommend to someone who wants to improve their skills in the advertising industry?
Networking with anyone involved in your industry is the best resource you can ever have. Imagine if for every one person in your industry you connect with knows another one person they can introduce you to, well, you get the point.
People need people to survive and people offer more knowledge & opportunities that can help you improve than you could ever learn elsewhere. After all, any resource I could offer was written, created etc. by people to begin with.
10Tell us something you have never told anyone else.
I (Angelo Zammit) am afraid of failure; I guess that because I wasn’t always successful I am afraid to lose what success I’ve accomplished. I am aware that as hard as I worked to gain such a great reputation and build a successful empire, it can go 100 times quicker if I lose sight on what really matters.
11Finally, what is your key to success?
Our key to success was simply the belief in ourselves and our services. No matter what, we both stuck together even when things seemed impossible and unobtainable. We realized something long ago that most people will never figure out in a lifetime, and that is that 99% of the people will quit when their 1% away from achieving their goals because it’s that last percent that takes the longest and is the hardest to obtain.