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 had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.
