Success Stories
Katz Gluten Free Products
Challenge: The brand and product lines are well-respected among existing customers – but Katz wants to expand to offer products in more grocery and health food stores nationwide. Marketing budget is modest.
Goal: Grow the brand through word of mouth. Increase sales by 1) inspiring people throughout the country to ask their local grocers to carry the product line; 2) getting more traffic to and online orders via www.katzglutenfree.com.
Methodology: Use social media tools to engage discussion about the products amongst people interested in gluten-free foods. This brings authenticity to the discussions, as people who use the products recommend them highly.
Role of Marketing That Works For You: Conduct all social media activities:
- Increase number of online fans, followers and discussions related to Katz’s products
- Implement targeted plan and monitor progress and discussions
- Write tweets and other online content
Results to date: In the 6 weeks of the program, using a multi-faced and targeted approach (targeting people with a specific interest in gluten-free issues), the word of mouth has spread significantly. It’s important to note that the followers and fans are people interested in gluten-free products, so Katz is very closely engaging their customers and potential customers:
- Facebook followers increased SIX-FOLD
- Twitter followers increased 15%
- Bingo!! Two followers who are gluten-free food aficionados who have gone on to blog positive comments about Katz’s to their 600+ followers
What impact does this all have? Katz’s presence in the gluten-free world is growing, and the company is becoming known as a thought leader and solution provider.
Benefits for Katz: Results are measurable and immediate; cost of promotions are very affordable; it’s easy to monitor “the buzz” and discussions, and address questions or new ideas.
Statement from Katz: "We have already started receiving more calls, emails and hits on our website. This started happening within days of MTWFY launching our program. MTWFY has been a joy to work with and we are getting better results than we had hoped for." ~ Joseph Jacobowitz.
