How Video Marketing Led to Brand Differentiation and Revenue Growth for The Fresh Diet, Part 1
This is part one of a two-part series on how diet brand The Fresh Diet has leveraged video to grow brand awareness and its bottom line. The second and final part of this series will run in Thursday's issue of ROI Report.
I've been using video for my clients since 2009. Some of my best examples came from a diet company that was a client a few years ago. I've replicated this success over and over, so I wanted to share this short case study (and a few tips from other clients) with you.
Background: Marketing messaging for many diet brands has become generic. It all seems too similar to me. As a diet marketer, you have to work pretty hard to break through the glut of similar messaging being put out.
My job as The Fresh Diet's marketing consultant was to position the brand differently.
So, how did I do it? I used video to promote the company as fun, lighthearted and deeply committed to its customers. Once the videos were created, I naturally posted them to The Fresh Diet's YouTube channel, and then cross-posted the same videos to the company's blog, website and, of course, all of its social media pages. We created dozens of videos, and asked our customers to create their own videos as well.
Results: Video, mixed with other marketing, helped The Fresh Diet achieve nearly 100 percent revenue growth year-over-year as well as multiple inclusions on the Inc. 500 fastest-growing list during my tenure.
Tips on How Video Can Help Define Your Brand
1. Define your goals before you create any video. I started with an assessment of The Fresh Diet and its market. Then I created a SWOT (strengths, weaknesses, opportunities, threats) analysis. From this, I defined The Fresh Diet's social media objectives as follows:
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.