Case Study: Cravings Popcorn achieves lasting customer loyalty with TechSmith

How video helps Cravings Popcorn maintain a fiercely loyal fan base

Cravings Gourmet Popcorn, run by Lansing marketer and owner Chad Jordan, faced the challenge of turning routine social posts into deeper customer relationships. Chad wanted to stand out from competitors and connect with customers more personally, but needed a faster, simpler way to produce engaging content than lengthy written posts or costly productions.

He started making short, personable videos—using a local production company for big pieces and TechSmith’s Camtasia and Snagit for quick updates—to show new products and share his personality. The approach improved engagement, built a searchable video library for new customers, and strengthened brand loyalty by making thousands of shoppers feel like old friends.

Cravings Popcorn

Chad Jordan

Owner