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.