How Integrating Social Media Into its Marketing Mix Brought The Fresh Diet Success
The Fresh Diet also uses Facebook Ads, a tool that enables it to post display ads on targeted Facebook pages. In addition to Facebook Ads, The Fresh Diet has used paid celebrities (Lindsay Lohan, to name one) to tweet about its brand and drive people to its Facebook page. But that type of campaign can be expensive, Gilbert notes.
Groupon, the deal-of-the-day website, is also part of The Fresh Diet's marketing mix. "We're able to strategically select the areas we want to promote in — such as new cities where we'll be offering its delivery service — via Groupon," says Zalmi Duchman, CEO of The Fresh Diet.
The Fresh Diet is in the process of creating a social media app that will allow it to push its members’ meal choices to their Facebook or Twitter streams at the appropriate times, enabling its customers’ friends and followers to get an idea of what the customers are eating.
"It will be a clickable link, so if a customer's Facebook friends click on it, they’ll see a beautiful, full-color, professionally photographed image of the meal," says Ray Willig, The Fresh Diet's CTO. "Taking it a step further, when The Fresh Diet customer's friends or followers click on that link, the customer would get points or a reward."
Marketing beyond social media
But The Fresh Diet doesn’t only use social media for marketing. It also sends monthly direct mailers to prospects, for example.
"We work with a top-notch list broker, RMI Direct Marketing, and look for lists of people that have a certain amount of income, have proven that they've bought big and tall or plus-size items in the past, and are all direct mail responsive buyers," Gilbert says.
The Fresh Diet has increased its direct mail circulation this year. "We started out mailing 50,00 to 100,000 pieces, but now we’re up to 500,000 at a clip," Gilbert notes.
Related story: Turning Social Media Into Customer - And Shareholder - Value