Denny’s Zinger: Blue Apron — Magical Direct Meal Marketing
Our friends Kathleen and Jim signed up for the Blue Apron meal service.
The company sends approximately 2 million meals a month across the country to foodies who love to do adventurous cooking.
Each week subscribers receive three healthy, delicious meals—either two or four portions, depending on the size of the household. Shipment for two (6 meals) is a flat $60 a week or roughly $10pp. They arrive in a cardboard box, wrapped in quilted foil with freezer packs to keep the food cold.
Dietary preferences are accommodated (e.g. vegetarians, pescatarians, etc.)
The customer needs stock three items only: salt, pepper and olive oil. Blue Apron supplies the rest including full color 8-1/2” x 11” full color recipe card.
- The front: Beauty shot of the finished meal plus the ingredients shipped.
- Back of the recipe card: illustrated instructions for preparation step-by-step.
Viral Marketing 101
M-G-M: Member-Get-a-Member. Kathleen and Jim sent us a one-week free trial (paid for by Blue Apron). We loved it, signed up and gave our credit card number for automatic payments.
Great CRM – Customer Relationship Magic
In our second week a delivery problem occurred. Our account was immediately credited and three caring people called to make sure we were happy.
Takeaway to Consider:
- This is an intriguing, customer-centric business model.
Denny Hatch is marketing consultant, copywriter and designer. The author of four novels and 7 business books, his newest is Write Everything Right!
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