What did @zomato do better than @swiggy_in, @ubereats in terms of marketing?
A Thread on how @zomato used the power of #Storytelling to encourage orderers to tip the delivery guys.
#branding #marketing #startup
A Thread on how @zomato used the power of #Storytelling to encourage orderers to tip the delivery guys.
#branding #marketing #startup
It all started with a random catch up with friends over cafe. We were talking about how habitual we've become w.r.t ordering food. Be it a coffee or bhelpuri, everything's just a tap away (1/9)
Gradually, we started discussing which app we prefer to order often -@zomato, @swiggy_in or @UberEats. While most of us used all 3, there was an Uncanny pattern wrt to delivery tips: Most of us have tipped @zomato delivery guys more than the delivers from other platforms. (2/9)
Now, this was uncanny. Every food delivery app promotes the tipping of delivery guys - What did #Zomato do differently that people find it easy to tip the delivery guys? I was vigilent the next few times I ordered from @zomato & the answer became Obvious? (3/9)
@Zomato uses simple storytelling elements to organically induce orderers tip the guys.
1. Once a delivery guy is assigned to your order, #zomato shares a short 20-30 word introduction for the DG besides his name. (4/9)
1. Once a delivery guy is assigned to your order, #zomato shares a short 20-30 word introduction for the DG besides his name. (4/9)
Here's an example:
"XYZ is from Andhra who's been living in #Mumbai for 9 years.XYZ loves reading cycling and playing with his 2 daughters in his spare time; his ultimate dream is to open a restaurant of his own" (5/9)
"XYZ is from Andhra who's been living in #Mumbai for 9 years.XYZ loves reading cycling and playing with his 2 daughters in his spare time; his ultimate dream is to open a restaurant of his own" (5/9)
In an instant, the reader forms a connection with the delivery guy. A migrant in Mumbai will indentify with the beginning of his story, entrepreneurs would want him to achieve his dream and yougsters will identify with his fatherly nature. (6/9)
@swiggy_in (Nothing against you guys, I love your services), @UberEats and other apps usually share just the delivery guy name, @zomato allows you a sneak peak into his story. That's the differentiaror. (7/9)
Even once you are done with your order, there are occasional mails from zomato sharing the story of the delivey guy -With a strong #subjectline to promp you to open the mail they make you feel a part of the victory of helping someone achieve their goals #EmailMarketing (8/9) 
The storytelling work is not too complex, but aren't the results amazing?
I write about such growth hacks that brands use in real-time
Follow me to read more threads on marketing that actually works. (9/9)
I write about such growth hacks that brands use in real-time
Follow me to read more threads on marketing that actually works. (9/9)
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