Gini Dietrich

Case Study: Wholesome Tummies Grows Via Facebook

By: Gini Dietrich | January 5, 2011 | 
59

This ran in the January issue of Franchise Times so it’s franchise-specific. But I think you’ll really appreciate the case study that comes from building a business through Facebook ads.

Think you can’t have an ROI from Facebook? Think again. Wholesome Tummies, a franchise out of Florida, has used Facebook (and Facebook alone) to gain five new franchisees since February of 2009.

A business started in order to change school meal plans from high-fat and processed foods to more fresh and natural selections, they began using Facebook because as Samantha Gotlib, co-founder and president, says, “I love Facebook!” (And really, who doesn’t?)

Using laser-targeted advertising, which is what Gotlib and her partner Debbie Blacher use, it’s hard to beat the cost efficiencies of Facebook. “We target passionate moms who gave up their careers for their kids, but now want something to do with their time. Facebook ads make it easy to target specifically,” says Gotlib. “Our ads have a sentence about working while kids are in school and link to the application form on our website.”

Spending $20 to $30 a day in the beginning on Facebook advertising (their spending has since increased to $50 a day), they quickly began to receive two to five leads each day. From there, Gotlib and Blacher interviewed the applicants themselves, gauged their interest, and then invite them to a Discovery Day.

Now, however, because of the sheer number of applicants coming from Facebook, they have “graduated” to an educational webinar coupled with an application that gauges interest before they invest the time in follow-up calls and Discovery Days.

“We really love Facebook advertising because you only pay what you’ve budgeted. For instance, we set a budget where we are comfortable and that’s all we have to pay,” she says. “And you can target people who are fans of other like-minded pages. It’s really that simple.”

The lesson here is that there are many ways to use the social platforms, and Wholesome Tummies didn’t try to get on all of the platforms at once to see what would stick. They went on Facebook, first, because they already used the platform personally and because they could target, very specifically, who would make a great franchisee. Their strategy was to grow their business, one franchisee at time, and they only bit off as much as they could chew.

Wholesome Tummies now has presence on Facebook, Twitter, LinkedIn, and Foursquare.

“We are definitely going to continue using Facebook because we’re very happy with the response,” says Gotlib. “The other social platforms we’re using simply to build brand awareness.”

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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59 Comments on "Case Study: Wholesome Tummies Grows Via Facebook"

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HowieSPM
HowieSPM
5 years 4 months ago
There is a race to get my comment in before Danny. I am competitive like that. So Facebook is not a very viral platform. In fact it seems anything but viral. It is REALLY hard to increase fans at any decent rate without gimmicks. I sent many invites to my 280 friends 90% in LA to Fan a client who makes yummy gourmet desserts and I got 6. These are good friends and close associates. People just don’t see invites or messages. The Insight numbers are pretty sad compared what I get out of Twitter for them, shocking as that… Read more »
HowieSPM
HowieSPM
5 years 4 months ago
There is a race to get my comment in before Danny. I am competitive like that. So Facebook is not a very viral platform. In fact it seems anything but viral. It is REALLY hard to increase fans at any decent rate without gimmicks. I sent many invites to my 280 friends 90% in LA to Fan a client who makes yummy gourmet desserts and I got 6. These are good friends and close associates. People just don’t see invites or messages. The Insight numbers are pretty sad compared what I get out of Twitter for them, shocking as that… Read more »
GACConsultants
5 years 4 months ago

First – Happy New Year Ginny – and you win the award for best smile – it’s infectious…

It’s interesting to see how Wholesome Tummy’s focused on just one platform to get traction on their social media presence, found success, and then branched out on to some other platforms to compliment their efforts. Seems to be a winning strategy.

Most of the time, you see at least three platforms being discussed by social media service providers when discussing where to start in social media.

Thanks for the insight Ginny…

GACConsultants
5 years 4 months ago

First – Happy New Year Ginny – and you win the award for best smile – it’s infectious…

It’s interesting to see how Wholesome Tummy’s focused on just one platform to get traction on their social media presence, found success, and then branched out on to some other platforms to compliment their efforts. Seems to be a winning strategy.

Most of the time, you see at least three platforms being discussed by social media service providers when discussing where to start in social media.

Thanks for the insight Ginny…

ginidietrich (Gini Dietrich)
5 years 4 months ago

Want a case study on how to use Facebook ads for business growth? Here you go! http://bit.ly/gnVIEr

glueeric (productionglue1)
5 years 4 months ago

RT @ginidietrich: Want a case study on how to use Facebook ads for business growth? Here you go! http://bit.ly/gnVIEr

skypulsemedia (Sky Pulse Media)

#theywork FB got 1 thing right! RT @ginidietrich: Want a case study on how to use FBook ads for biz growth?Here you go! http://bit.ly/gnVIEr

SamBroberg (Sam Broberg)
5 years 4 months ago

RT @ginidietrich: Want a case study on how to use Facebook ads for business growth? Here you go! http://bit.ly/gnVIEr :: informative!

ginidietrich (Gini Dietrich)
5 years 4 months ago

How @wholesometum uses Facebook ads to grow their franchise business http://bit.ly/gnVIEr

andynebel (The Andy Nebel Co. )

RT @ginidietrich: How @wholesometum uses Facebook ads to grow their franchise business http://bit.ly/gnVIEr

Doug_Davidoff
Doug_Davidoff
5 years 4 months ago

Gini,

Good stuff. I’m curious though – do you think there is a substantial difference in Facebook impact for B2C vs. B2B?

Doug_Davidoff
Doug_Davidoff
5 years 4 months ago

Gini,

Good stuff. I’m curious though – do you think there is a substantial difference in Facebook impact for B2C vs. B2B?

prweb (PRWeb)
5 years 4 months ago

Want a case study on how to use Facebook ads for business growth? http://bit.ly/gnVIEr via @ginidietrich @spinsucks #pr #smallbiz

DanBischoff (Dan Bischoff)
5 years 4 months ago

RT @prweb: Want a case study on how to use Facebook ads for business growth? http://bit.ly/gnVIEr via @ginidietrich @spinsucks #pr #smallbiz

ioanasaulea (Ioana Saulea)
5 years 4 months ago

Want a case study on how to use Facebook ads for business growth? http://bit.ly/gnVIEr via @ginidietrich @spinsucks #pr #smallbiz

ginidietrich (Gini Dietrich)
5 years 4 months ago

Case study: Using Facebook ads to grow your business http://bit.ly/gnVIEr

leilaergo (Leila Ergo)
5 years 4 months ago

RT @ginidietrich: Case study: Using Facebook ads to grow your business http://bit.ly/gnVIEr

StaciTara (Staci Tara Diamond)
5 years 4 months ago

This is great. Need more like this one! #bestSM RT @ginidietrich Case study: Using Facebook ads to grow your business http://bit.ly/gnVIEr

Delhicowboy (The Rodeo)
5 years 4 months ago

RT @ginidietrich: Case study: Using Facebook ads to grow your business http://bit.ly/gnVIEr

TimothySerrano (Timothy Serrano)

RT @prweb: Want a case study on how to use Facebook ads for business growth? http://bit.ly/gnVIEr via @ginidietrich @spinsucks #pr #smallbiz

NancyMyrland
NancyMyrland
5 years 4 months ago

Gini…always good to read case studies…thanks! These stories make us all better at what we do by helping us study what other businesses have done.

NancyMyrland
NancyMyrland
5 years 4 months ago

Gini…always good to read case studies…thanks! These stories make us all better at what we do by helping us study what other businesses have done.

ginidietrich (Gini Dietrich)
5 years 4 months ago

Need some real numbers to show your CEO about Facebook and business growth? You’re welcome http://bit.ly/gnVIEr

KaseyCrabtree (Kasey Crabtree)
5 years 4 months ago

RT @ginidietrich: Need some real numbers to show your CEO about Facebook and business growth? You’re welcome http://bit.ly/gnVIEr

TimothySerrano (Timothy Serrano)

RT @ginidietrich: Need some real numbers to show your CEO about Facebook and business growth? You’re welcome http://bit.ly/gnVIEr

mikecassidyAZ (Mike Cassidy)
5 years 4 months ago

thx!! RT @ginidietrich: Need some real numbers to show your CEO about Facebook and business growth? You’re welcome http://bit.ly/gnVIEr

Soundtrack_Pro (Tim Keenan)
5 years 4 months ago

RT @ginidietrich Need some real numbers to show your CEO about Facebook and business growth? You’re welcome http://bit.ly/gnVIEr

larryengel (Larry Engel)
5 years 4 months ago

RT @ginidietrich: Some real numbers to show your CEO about #Facebook and business growth? http://bit.ly/gnVIEr

fivelakesmedia (Five Lakes Media LLC)

RT @ginidietrich: Need some real numbers to show your CEO about Facebook and business growth? You’re welcome http://bit.ly/gnVIEr

ParkRidgeDDS (Family Dental Care)

Very interesting! RT @ginidietrich: Need some real numbers to show your CEO about Facebook and business growth? http://bit.ly/gnVIEr

brentkinnaird (Brent Kinnaird)
5 years 4 months ago

RT @ginidietrich: Need some real numbers to show your CEO about Facebook and business growth? You’re welcome http://bit.ly/gnVIEr

alisonCsays (Alison Clancy)
5 years 4 months ago

RT @ginidietrich: Need some real numbers to show your CEO about Facebook and business growth? You’re welcome http://bit.ly/gnVIEr

BethHarte (Beth Harte)
5 years 4 months ago

RT @ginidietrich Need some real numbers to show your CEO about Facebook and business growth? You’re welcome. http://bit.ly/gnVIEr

StevenLJohnson (Steven L Johnson)

RT @BethHarte: RT @ginidietrich Need some real numbers to show your CEO about Facebook and business growth? You’re welcome. http://bit.ly/gnVIEr

kunter (kunter ilalan)
5 years 4 months ago

RT @ginidietrich: Need some real numbers to show your CEO about Facebook and business growth? You’re welcome http://bit.ly/gnVIEr

askaaronlee (Aaron Lee)
5 years 4 months ago

How @wholesometum uses Facebook ads to grow their franchise business http://bit.ly/gnVIEr rt @ginidietrich

SamBizInc (Samantha Peters)
5 years 4 months ago

RT @askaaronlee: How @wholesometum uses Facebook ads to grow their franchise business http://bit.ly/gnVIEr rt @ginidietrich

JoeFBlaze (Joe Blaze)
5 years 4 months ago

RT @JamieCrager: How @wholesometum uses Facebook ads to grow their franchise business http://bit.ly/gnVIEr RT @AskAaronLee @ginidietrich

nancymyrland (Nancy Myrland)
5 years 4 months ago

Thanks Gini–> RT @ginidietrich: Need some real numbers to show your CEO abt Facebook & business growth? You’re welcome http://bit.ly/gnVIEr

lalaland999 (Laura Gutierrez)
5 years 4 months ago

RT @NancyMyrland: Thanks Gini RT @ginidietrich: Need some real numbers to show your CEO abt Facebook & business growth? http://bit.ly/gnVIEr

thewayconsult (The Way Consultants)

RT @askaaronlee: How @wholesometum uses Facebook ads to grow their franchise business http://bit.ly/gnVIEr rt @ginidietrich

ginidietrich
ginidietrich
5 years 4 months ago

@NancyMyrland You still want some black bean soup?

ginidietrich
ginidietrich
5 years 4 months ago

@NancyMyrland You still want some black bean soup?

ginidietrich
ginidietrich
5 years 4 months ago

@Doug_Davidoff Oh sure! We find, generally, Facebook works better for consumer-facing businesses. It actually works really well for Arment Dietrich, but we think that’s more because it’s what we do for a living and less because it works for professional services firms. Of all of our B2B clients, we use Facebook for only one of them…and it works pretty well as a recruiting tool for them.

ginidietrich
ginidietrich
5 years 4 months ago

@Doug_Davidoff Oh sure! We find, generally, Facebook works better for consumer-facing businesses. It actually works really well for Arment Dietrich, but we think that’s more because it’s what we do for a living and less because it works for professional services firms. Of all of our B2B clients, we use Facebook for only one of them…and it works pretty well as a recruiting tool for them.

ginidietrich
ginidietrich
5 years 4 months ago

@GACConsultants Aren’t you nice?! Happy New Year to you too! I actually asked their founder that very question – why are you focused solely on Facebook? And I think it’s mostly because they’re a start-up company, without venture backing, and they just have time to explore other avenues. Plus Facebook really works for them!

ginidietrich
ginidietrich
5 years 4 months ago

@GACConsultants Aren’t you nice?! Happy New Year to you too! I actually asked their founder that very question – why are you focused solely on Facebook? And I think it’s mostly because they’re a start-up company, without venture backing, and they just have time to explore other avenues. Plus Facebook really works for them!

ginidietrich
ginidietrich
5 years 4 months ago

@HowieSPM We have a consumer client who has a product almost all of us buy…and Facebook ads did NOT work for them. I think it just depends on the business and its growth strategy.

ginidietrich
ginidietrich
5 years 4 months ago

@HowieSPM We have a consumer client who has a product almost all of us buy…and Facebook ads did NOT work for them. I think it just depends on the business and its growth strategy.

sierratierra
sierratierra
5 years 4 months ago

Great post for its tangibility for small to mid-sized businesses. The costs of running Facebook ads (as seen in the post) are not outrageous and have a much better chance of grabbing your target audience — esp. if you’re in a market like Wholesome Tummies. Lord knows it’s better than spitting in the wind with print media!

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