Marketing Examples: Why Graze is ‘grate’
I first heard about Graze – tasty, natural snacks delivered through the post across the UK – a year or so ago. Then recently, a colleague arrived for a meeting clutching a Graze box and declaring it a ‘freebie first box’. The contents were delicious – different to anything I would normally buy – and delicious.
I decided to give it a go. I set-up an online account and signed-up for my first free box. Bargain. No obligation to buy, cancel at anytime yada yada. Except, I could get a second box half-price too…. So I might just do that, I thought. Not only that but through my account online I could view all the potential nibbles, and I could rate them so that I’d never get the stuff I hate (Anything coconut. Urgh), and I could request the ones I love first (Sweet Goan Curry Crackers. Nom). Genius.
I did get that half-price second box. In fact, I had a good few boxes over a period of a number of weeks. When I decided it was probably a luxury and I was becoming concerned I was simply bingeing on the box contents every Tuesday, I decided to cancel my order. However, when I went online to do this, a series of messages popped up persuading me to just postpone my delivery for a few weeks. Oh go on then…
I decided at this point that I loved Graze. As a customer, yes, but mainly as a marketer. As an internet brand it’s marketing genius – User friendly, engaging, socially connected, and sooo in-tune with its market.
The ‘free box’ offer is everywhere online. There are offline ‘free box’ vouchers floating around that can be passed on, and so naturally people are talking about graze both online & off.
I can rate my own box contents, so I can influence what I receive anytime I want (And we all know how much consumers want to be in control these days, right?). In addition, I get an email every Tuesday to accompany my box asking me to ‘rate or slate’ this weeks box contents. In the background Graze are also collecting critical data about their customer’s preferences, online use and buying habits. Brilliant.
I also have the option to ‘social share’ the contents of each weeks box via facebook, Twitter etc so I can tell my friends and networks what I got that week. I can also share ‘free box’ codes across my social profiles, and when someone else joins-up, I get £1 off my next box (All great & effortless viral marketing for Graze).
I can push back my deliveries anytime, postpone them while I go on holiday, and when I try to leave for good?… well, forget it. They are so persistent in such a nice way that I just don’t want to anymore, so I just postpone my next delivery for a while instead.
Graze is ‘grate’ on so many levels, and I hope other brands might learn from its marketing creativity.
Oh, one thing though… I mentioned/ complemented Graze many times on Twitter (@grazedotcom) and no one from Graze HQ picked up my tweets.
What a shame Graze… I was giving you 10/10 up to then :0)
Indeed! Graze marketing and their online presence is good. I recently got paid £1.51 to have the first free box as I went through Topcashback! That’s my kind of deal.
Ha! Thats brilliant (good tip too!)