How Integrating Social Media Into its Marketing Mix Brought The Fresh Diet Success
Integrating social media into its marketing mix has helped drive revenue for The Fresh Diet, a gourmet diet delivery service established in 2005 that delivers freshly prepared meals and two snacks directly to its clients’ doors each day.
The Fresh Diet's newly redesigned website makes it easy for visitors to engage in social media, which creates excitement for prospects coming to the site. “There are all kinds of chicklets on our homepage where we drive people to our social media sites and blog,” says Jim Gilbert, The Fresh Diet's chief marketing officer and frequent eM+C contributor. “Then they can see what's happening on our social media sites to get a sense of what their peers are saying about the company."
What’s more, Gilbert says, “we know that once we have them on a social media site, we’re pretty good at drawing them out. We do a lot of contests and we have a lot of people who are very vocal. So we’re always doing fun and crazy contests there.”
A recent video contest The Fresh Diet launched on Facebook received 15 videos from customers that ranged from heartfelt to funny, Gilbert says. “One person who loves our cheesecake did a takeoff on ‘The Terminator,’ calling himself ‘The Cheesecakeator,’ and did a four-minute video on that."
While social media creates excitement for The Fresh Diet, it also helps drive sales. “We know for a fact that every time we run a special on Facebook, people come out in droves and order," Gilbert says.
Social media mix
To drive people to multiple channels, The Fresh Diet sometimes introduces a contest on Facebook designed to drive people to its blog. Or, it may use Twitter to promote its contests.
“Oftenimes, we use a combination of the three,” Gilbert says. “We drive people from the blog to Facebook, from Facebook to the blog, and Twitter to both places. We really believe that the more channels people are engaged in, the more likely they'll be our better customers."
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