www.techsmith.com “Make Them Feel Like an Old Friend” How video helps Cravings Popcorn maintain a fiercely loyal fan base had Jordan is somewhat of a local celebrity. In the city of Lansing, Mich., Chad is well known for his marketing skills and ability to make the region’s best popcorn. But Chad didn’t start at the top of his industry. Through years of perfecting his culinary skills and using clever marketing tactics, Chad has built a fan base around his brand that keeps coming back for more and more popcorn. As Chad built his business, he found himself connecting with fans through social media. While he tweets constantly and regularly updates Cravings’ Facebook page, Chad felt the written word only went so far. So Chad began incorporating video into his marketing plans. Keeping

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