How To Build A Million-Dollar Catering Business: A Content Marketing Strategy Case Study On A Cannabis Chef - Part 1
Who Is This Case Study For?
Small business owners with the following objectives:
Getting your business in front of people, despite coronavirus.
Establishing “trusted expert” status and having people ready to buy when they contact you.
Putting time back in your schedule by offloading marketing and FAQs to videos that do that work for you 24/7/365.
Wealth-building by using video to let you work on your business instead of in it.
Philanthropy / CSR professionals and CDFI professionals with the following objectives:
Investing in small businesses in ways that make those businesses self-sustaining.
Saving some small businesses from closing due to coronavirus by helping them go online.
Working towards social equality by empowering Black woman business owners to use video to build and grow wealth-building businesses. Black women start more businesses than any other demographic, yet receive less support for their businesses from banks and venture capital than any other demographic.
What Is This Case Study?
In this case study, you get to follow Chef Jazmine Moore on her journey to use video marketing to build a seven-figure catering business.
To see who Chef Jazz is, check out this interview:
That interview is from December 2018, which is where Chef Jazz’s journey into video marketing begins.
Pursue Excellence, Not Perfection
The video above is one of the videos from Chef Jazz’s first recording session in January of 2019.
It’s important to note that Chef Jazz began her video marketing journey broadcasting from a card table.
Far too many people make no forward progress because they want everything to be perfect before they get started.
Perfection is never going to happen, which means you’ll never get started.
Perfection is an unachievable objective, in general, but it’s particularly unattainable when it comes to video. Ask anyone who has significant video experience and they will tell you that.
Excellence is achievable, but perfection isn’t.
Waiting for things to be perfect is a recipe for never getting started.
Video will never work for you if you never get started.
Lean On What Makes You Special
You may have heard this referred to as your “unique value proposition.”
Embrace your unique skills, talents, and personality.
If the only thing you ever do is what everyone else is doing, then the only thing you’ll ever get is what everyone else gets.
Whatever it is you do different or better than anyone else in the world is what you’re going to use as the foundation of your video communications strategy.
Video Communications STRATEGY
That word “strategy” is important because you’ll get nowhere by making “a” video.
With a video strategy, you can develop an ongoing video campaign that keeps you in front of your ideal client with a steady stream of videos that position you in their mind as a trusted expert.
“A” video won’t do that for you, but a video campaign will.
Chef Jazz has a number of things that make her special:
She literally saved her own life by learning how to cook with cannabis
She’s a natural educator / entertainer
She is a formally educated chef who has run commercial kitchens, so she knows her stuff when it comes to food
Chef Jazz combines all of those things in each episode of her cooking show. Here’s one of her very first episodes:
How The Cooking Show Started
After seeing Chef Jazz conduct one of her cooking workshops at a commercial kitchen, I saw how talented she was at engaging, educating, and entertaining an audience and I knew how she could do it via video and reach many more people.
I told Chef Jazz to get a stainless steel table like the ones that were at the commercial kitchen and she would be able to do a cooking show out of her home.
And so was born The Green Panther Chef Show.
Coming In Part 2: The Movie Star Effect
The “movie star effect” is what happens when you show up enough times in online videos.
Video elevates your standing in the minds of the people who watch your videos. They look at you like they would a movie star and can’t believe it when they actually see you in person.
[RELATED: From YouTube To Hollywood: A Real World Example]
In Part 2, we’ll take a look at how Chef Jazz is using the “movie star effect” to position her business as a premium brand that commands premium prices.
Be sure to subscribe so you don’t miss any parts of this ongoing case study where you’ll get to watch the building of a million-dollar brand.
Don’t Just Watch Chef Jazz!
Instead of just watching Chef Jazz build her seven-figure business, you could be building your own.
