LSF Network and Geary Group have joined forces!

We've joined forces to create one of the largest independent digital agencies worldwide.

The Geary LSF Group is now able to offer our clients a comprehensive set of services all under one roof: from Strategy to Development, Media Planning to Placement, SEO to Link Building, Analytics, Local, Mobile & Social as a Digital AOR or on a Performance basis.

We are busy building our unified website, but in the meantime you can check out our existing content.

 

client

Integrated Social Media Services Provided

  • YouTube Channel
  • Twitter Account
  • Facebook Fan Page

what client said

"Working with LSF has been an amazing solution for our small-staffed E-Commerce division to accelerate the growth of our brand outside the Philadelphia region. With a 70+ year old brand legacy to protect, we don’t venture lightly into our business partnerships. The LSF social media team has brought endless enthusiasm to our project, always eager and willing to work within our budgetary constraints to find solutions that are economic and still uphold the integrity of the brand. Their solution for our YouTube channel to be a collection of outside content featuring Di Bruno’s was just one example of finding the right strategy for us."

Rebecca Brumberg,
E-Commerce/Marketing Manager
Di Bruno Bros.

The Advertiser

DI BRUNO BROS.

Danny and Joe Di Bruno opened their 700 sq. foot grocery store in 1939 with cured meats, thousands of pounds of aged provolone, and imported cheeses from Italy and around the world. This collage of delicious products and intoxicating aromas made Di Bruno's the destination of choice for culinary enthusiasts throughout Philadelphia. Today, Di Bruno Bros. provides the most authentic foods from artisanal producers. The store also continues to inspire everyone who walks through its doors to nurture the relationship between family and food. Every cheese monger, gourmet specialist and customer service associate of the Di Bruno family holds not only a passion for celebrating great food, great people and great business, but most importantly, for the legacy of Danny and Joe.

DI BRUNO BROS.

The Industry

SPECIALITY FOOD/GOUrMET FOOD

Di Bruno Bros. is part of the $20 billion gourmet food industry and $81 billion natural and organic food industry, competing with giant multi-national grocery retailers such as Whole Foods and Trader Joe’s as well as privately owned specialty stores. Companies such as Whole Foods are bringing multi-national corporate buying power to the gourmet and health food markets. While online sales accounted for less than 20% of the total specialty food sales volume in 2010, they have recently shown double-digit growth rates in a sluggish economy. The gourmet market appears to be nearly recession-proof, as experts indicate that gourmet products do better in uncertain times because consumers want affordable luxuries.

The Challenge

HARNESSING THE POWER OF SOCIAL MEDIA

A study published by eMarketer states that more than half of social networking users have become a fan or follower of a brand online. Moreover, users are far more likely to say something positive about a brand than something negative. In short, users are actively seeking out their favorite brands online. Not surprisingly, spending on this online advertising medium is expected to continue to increase over the next five years. Needles to say, it’s extremely important for brands to have a presence on YouTube, the world's #2 search engine, as well as the most popular social networking sites, including Facebook and Twitter.

Considering the success they had with their Facebook Fan Page and Twitter account, Di Bruno Bros. was eager to harness the power of YouTube and approached LSF Interactive to create a YouTube channel for their brand as part of an integrated social media campaign. Here is where things got tricky: Di Bruno Bros. did not have any video of their own, and there was no immediate budget available for video production.

The Solution

SOCIAL LISTENING, SELECTION, & OPTIMIZATION

The greatest opportunity for a successful integrated social media campaign was found in the impeccable brand of Di Bruno Bros., which was already attached to the online community. While Di Bruno Bros. may not have produced any online videos, they were recognized as the #1 source for gourmet food and outstanding customer service, and as a Philly institution, Di Bruno Bros. had numerous videos from TV segments, vendor-produced promotions at tasting events and even raving fans walking around the store with their iPhones. LSF Interactive conducted a social listening audit and determined the overall sentiment of the videos on YouTube, and they gathered intelligence directly from Di Bruno Bros. to better understand which video best complimented the brand and its interaction with the community.

SOCIAL LISTENING, SELECTION, OPTIMIZATION

The Results

A BRANDED SOCIAL MEDIA CAMPAIGN THAT AMPLIFIES THE LEGACY

Having a consistent brand and voice across multiple channels helps make a brand more memorable and lets users know they are on the official company page. As this example shows, a YouTube channel doesn’t have to merely be a vehicle for new commercials. It can house interviews, behind-the-scenes stories and, best of all, a new, visual way to interact with fans and increase their loyalty. When this image is integrated across multiple channels, including a frequently updated Twitter account and professionally managed Facebook Fan Page, it creates a consistent message that amplifies the brand legacy.