25 Jul

Quest Nutrition Bars Social Media Marketing Impresses Me Again

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Quest Nutrition bars has done it again.  I wrote a blog post here a few weeks ago about how Quest Nutrition Bars and Chobani are doing social media marketing right.  At the time I had just written a blog post for Cook Train Eat Race regarding the 6 pictures that always make me laugh on Instagram and I received a tweet from the Quest Nutrition twitter account about how much they enjoyed the blog post.  The post was really a humorous look at Instagram but once I dove deeper into the Quest Nutrition social media marketing I realized how much they were doing right.  There were followers of the brand posting pictures everywhere and sharing those pictures via various social media platforms.  

Let's say for example that Quest has a team of 4 people in their marketing department and they pay them $50,000 per year (this is to make the math easy as I have no clue what they are paying them.)  That is a payroll expenditure of $200,000.  Now think about all of their followers on all the various social media platforms and let us estimate that to be 100,000 (again I don't know as I didn't do the math to add them all up) and they pay them $0.  As a matter of fact those followers are paying Quest when they purchase the bars.  Those pictures reach hundreds of thousands of people who may already be consumers or are soon to be consumers.  I think you can see where I am going here.  For $200,000 Quest is reaching the masses and getting their products branded into the consciousness of so many people.  That is an effective ROI.

Now here is where I found myself with my mouth agape and why I am writing this post today.  Last night while scrolling through the CTER Instagram feed and noticed just another picture of the Quest bar wrapper from an account I follow.  What I also did was take note of the hashtags and the tags in the comments and one stood out.  The one that stood out was @questcreator.  Intrigued I tapped the name and a whole world of Quest was opened up to me.  Needless to say I was so impressed that I am writing a blog post about.

The account is the actual creator of the Quest Nutrition Bar.  Her name is Shannan Penna.  How do I know that?  It is right there in black and white for you to see.  Score 1 for social media marketing prowess.  We want to connect with brands but more than that we want to connect with people. Right off the bat the Quest Nutrition brand is humanized by the mere fact that Shannan is providing you her name.

The second point tallies up quickly as you read through the description.  The word Quest is mentioned three times in her description alone. Quest Nutrition, Quest Protein Bars,  and Quest PB Cups, although she may want to add Quest Pasta-bilities to the description but that is minor at this point.  So you know her name, and now you know her products.  OK, I am intrigued and seeing the light of this brand and then it happens.

Shannan has provided her email address.  Not some info@ or sales@ email address but one directly to her.  I haven't the foggiest idea if this goes to an assistant or not but the fact of the matter is that the email address is human.  There is no generic email provided and you get the feelign that Shannan not only wants to be there for you if you have questions but encourages it.  This account has scored everywhere and I haven't even reached the pictures yet.

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Surely, the feed is going to be nothing but pictures of Quest bar wrappers everywhere.  Surely I am going to have no idea what Shannan looks like or what she eats or her personal life.  Yes, there are human traits at the beginning but the feed is going to be company generic.  Well, that guess would be wrong.  As a matter of fact I had to search for Quest Nutrition promotions in the feed. They are just not that promininet and that is another victory for their social media marketing.  There is no need to constantly push a product but rather include it in a normal day that showcases when you actually do use the prodcut.

There are pictures of Shannan, her food, her family, her pets, her, motivational quotes and more.  This feed makes you feel as if you are a part of her life and that also means a part of her brand.  When you look at a company on social media these days you want to feel a part of and the Instagram account of Shannan does exactly that

I applaud Quest Nutrition and Shannan for leveraging the medium in the way it should be leveraged.  Humor, brevity, branding, HUMAN and everything in between.  Now only if other companies would take Quest as an example and use social media to its fullest potential.

And, oh by the way: The bars taste great too!

Last modified on Thursday, 25 July 2013 14:12
Jason Bahamundi

Jason Bahamundi is a marketing specialist with Sonix Studio, a web development, design, SEO and hosting firm with offices in Green Bay, Wisconsin and Dallas, Texas.  An MBA graduate from Iona College in New Rochelle, NY with a BS in Marketing from SUNY-Oswego Jason started his career in marketing in the television industry creating marketing plans for Fortune 500 companies including Pfizer, Clorox, Kraft and Darden Restaurants to name a few.

Jason is not only a marketing professional, but also an Ironman triathlete, which is to say that he knows no limits.  Being able to be creative on the fly is one of his assests and has benefited him and his clients along the way.

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