The Video Uploaded by Blue Apron Is Especially Short
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How Blue Apron'due south Content Marketing Fabricated Me a Loyal Customer
After hearing a lot of hype from friends and family unit, I jumped on the Blueish Frock wagon and signed up for their meal kit commitment. From the enticing aromas wafting through my kitchen to the delectability of their meals, information technology didn't take long for me to be impressed with the quality of Blue Frock. And then, as I familiarized myself with the make, I constitute even more to love: great content in the form of visually appealing emails, an honour-winning app and user-generated stories.
With a $2 billion valuation and 8 million meals shipped each calendar month, Blueish Frock has become a leading brand in the meal kit commitment business. There's a lot that Blue Apron is doing right to attain that level of success, starting with its email strategy.
As a new consumer, I didn't know a whole lot almost the brand, so I was glad that "five things you might not know nigh Blue Apron" was in ane of my first emails. It was a chance for me to learn a picayune more about the make's sustainable produce efforts too every bit what to expect in my future deliveries.
The email didn't bombard me with an overload of information. Instead, it was a simple listicle, easy to read with beautiful images, minimal copy and some key points on the brand'south messaging. Plus, its formatting makes it very mobile-friendly; an effective strategy when you consider that 47 percent of emails are opened on mobile platforms.
The next electronic mail I received was "What's in a Blue Frock box?" where I got a deeper look at the brand's unique ingredients and mission to back up responsible farming. Because Blue Apron didn't overwhelm me in the start email, I felt more inclined to open up the second, and became fifty-fifty more familiar with the make story. This is key in an age of e-mail overloads, and especially in the showtime few emails. If you try too hard, or do likewise much, yous run the risk that consumers volition be scared off from opening future correspondence from you.
Plainly, expanding their subscription base of operations is an of import goal metric for Bluish Apron, but their bigger creative vision, according to co-founder Matthew Wadiak, is to inspire domicile cooks to "e'er learn, always abound with the nutrient." This is evident not merely from their brand name and logo — in the culinary industry, a bluish apron is the symbol of a novice chef — merely in the wealth of tips, cognition and helpful videos shared in the app.
A majority of my engagement with the Bluish Frock make happens on the beautifully designed app, which Apple named one of its top 25 apps in 2015. I dearest how much I tin can learn from the app. I can, scout a curt and simple video on the best mode to skin garlic, or read up on what mirin is. Information technology makes cooking less scary, even with an ingredient I've never used before, considering I feel confident that Blueish Frock will guide me through the process and explain it clearly.
Meet what I mean?
There's even a link at the bottom of each recipe where I can read meal-specific tips from other Blue Apron chefs, or post my ain tips, assuasive me to connect with hundreds of other dwelling house cooks. This makes me look forward to each Blueish Apron box, whether or non I know exactly how to cook what'south in it. Plus, I love that I can snap pictures of my food, heighten it with filters and recipe labels, share the images with my friends, and really await like I know what I'chiliad doing.
Anyone can download the Blue Apron app, non merely subscribers to the service. In fact, effectually 25 percent of the app'south users aren't subscribers, but rather home chefs who savour Blueish Apron's recipes. Blue Apron could make the app sectional, but allowing user appointment from non-subscribers means increased make awareness. As Wadiak says: "The app is a aqueduct to acquire new customers, a channel to engage with our product and order more than ofttimes." Smart motility, I say.
On average, businesses see a 26 percent increase in Twitter date and a 6 percent increase in Facebook engagement after sharing user-generated content. Blue Apron put this practice to good utilize, publishing timely content around Valentine'south Mean solar day, when they posted "Dear Stories," first-person accounts from real users, like the one below, on their social media pages.
Other user-generated Blue Apron stories wisely focus on the consumer benefits of using Bluish Apron'south products and services, as relayed in web log posts such as How One Adult female Taught Her Kids to Melt with Conviction, and Customer Spotlight: Crystal Hypes. While reading these stories, it becomes easier for consumers — myself included — to run across the value of standing with Blue Apron's meal kit delivery service. I could, of grade, abolish my subscription at whatever time, but knowing the long-term benefits of improved confidence in the kitchen and healthier eating habits makes a skilful case for why I should stick around.
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Every bit a content marketer, I'1000 always interested in seeing how the brands I use engage me as a consumer. With Blue Frock, I've found a brand that lets me larn more most the service in a way that feels approachable and inviting. I expect frontward to engaging with this make for a long hereafter!
Source: https://www.paceco.com/insights/strategy/blue-apron-content-marketing/
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