Zig Ziglar Social Media Campaign stops Amazon in their tracks: Interchanges.com Case Study

Case Study

Using Social Media to build awareness of brand and new product.

Social Media Optimization • Video Production • Social Media Community

Company: Ziglar Corporation is a world renowned performance enhancement company that provides life-impacting training programs, products and services to companies and individuals.

Industry: Professional Training and Coaching

Region: U.S., Global

Company Size: Mid-sized -Privately Held

Type of Solution: Social Media Optimization, Influencer Outreach, Customized Social Media Community, Video Production, Strategic Email Campaign

Challenge: Facing an impossible deadline and no way to contact past customers, Tom Ziglar, CEO of Ziglar Corporation faced a marketing dilemma for releasing their new book, Embrace the Struggle.

Solution: Interchanges created an online video telling the Ziglar story behind Embrace the Struggle, with a link to purchase the book at the conclusion of the video. The video was spread through a blended approach of social media engagement, influencer outreach and a strategic email campaign producing the desired viral video effect. A customized social media community developed by Interchanges captures customers and provides a
long-term solution for Ziglar to communicate messages while
interacting with customers about the Ziglar brand, products and
services.

Results:

• Significant time and cost savings to reach customers globally.
  
• Rapid increase in book sales.
  
• Awareness of new product carried fast and far.
  
• Minimized alienation and maximized response.
  
• Improved platform to develop products and services through customer feedback.
  
• Increased competitiveness.
  
• Long-term strategy in place for communicating directly with customers.

Major Social Media buzz causes Ziglar’s new book to stop Amazon.com in their tracks

“Amazon actually called the publisher and said, ‘What’s going on? We’re getting all this traffic on our site.”–Tom Ziglar, Ziglar Corporation CEO

Get the word out about new product
Facing an impossible deadline and no way to contact past customers, Tom Ziglar, CEO of Ziglar Corporation faced the marketing dilemma common among businesses releasing new products. Appeal to loyal customers with a story to get them talking— or try and position on the merits of the product?

Ziglar knew it was much more difficult to position on the merits of a product. He also knew his father, Zig Ziglar, had touched hundreds of thousands of individuals through his training and messages throughout the years.

The problem was how to reach this loyal fan base.
Individual customers were spread all over the globe reaching back over the past 40 years. Plus customer data was largely unavailable due to the types of touch points and marketing channels used to reach customers…such as book sales, seminars and company training.

Tom Ziglar, CEO says, “We told Interchanges, we have 10 days to get it
done. Here’s what we need.”

Social Media strategy leverages legacy

A world-renowned performance enhancement company, Ziglar provides life-impacting training programs, products and services.

One of the most quoted and well-known motivational speakers in the world, Zig Ziglar has created a legacy through combining “the will and the skill” by teaching sales, management, staff-development, and presentation skills alongside attitude. Leveraging the legacy surrounding Ziglar, Interchanges created a 2-minute video telling the story behind Embrace the Struggle with a link to purchase the book at the conclusion of the video.

Using a blended approach of social media engagement, influencer outreach, and a strategic email campaign, Interchanges was able to produce a viral effect for the Embrace the Struggle video.

Finally, a long-term strategy for Ziglar to communicate with customers was developed. Interchanges customized a social media community similar to a personalized Facebook site, where people could share their Ziglar stories and Ziglar could listen, learn and easily reach out to their customers.

Rapid book sales quickly push Amazon ranking up in 48 hours

Ziglar says it was a ten day scramble for everyone but “Interchanges built the whole community, met every deadline and our budget.”

Within 48 hours of pushing the video out on social media channels, Ziglar’s new book, Embrace the Struggle rose from a book ranking on Amazon of 5350 to 138. Ziglar knew they had a winner when Amazon called the publisher, Simon and Schuster, to find out what was going on. Ziglar says, “Amazon told Simon and Schuster they’d never seen traffic like that.” After that the publisher wanted to promote the book using the video too.

Ziglar believes the customized social media community will be their real success story though, saying, “Now the books are selling. Once customers digest the book then they start getting involved in the community.”

The Results

• Social media optimization created a real-time measurable and transparent platform to quickly reach customers globally resulting in significant time and cost savings.
  
  
• Video told story making it quick and easy to spread the company message.
  
  
• Leveraging the voice of the customer, message carried further by forming a wordof- mouth marketing strategy which more effectively resonated with consumers.
  
  
• Influencer outreach accurately targeted distinct groups minimizing alienation and maximizing response.
  
  
• A customized social media community offers a long-term solution granting the ability to listen and learn from customers, the opportunity for continuous improvement and increased competitiveness based on what’s learned, and a platform to communicate directly with customers.

View the Embrace the Struggle Video

To view the Embrace the Struggle video, go to www.ziglarmovies.com/embracethestruggle.

About Interchanges

Interchanges, a Florida-based company, assists companies worldwide to grow revenue utilizing scientifically proven Internet strategies. Using niche experts to head each platform, Interchanges has created more than 516 customized solutions over the past decade.

Interchanges offers a free executive analysis by a specialized internet marketing expert to help businesses determine internet effectiveness, opportunities for converting traffic better, and how to maximize your current online marketing efforts. For more information or to request your free executive analysis, visit www.Interchanges.com.