GRASS has been serving its customers for over 65 years, as a development
partner and systems supplier to the furniture industry. With more than 1,900
employees at 18 different locations and over 200 distributors in 60 countries
around the world, GRASS currently ranks as the world’s leading specialist in
movement systems. Some of GRASS’s significant products are slide and drawer
systems, hinge, flap and corner cabinet systems.
 
GRASS’s mission is to design innovative and efficient products. The company has
been contributing to the industry remarkably, with their electro-
mechanical Sensomatic system, and the mechanical Tipmatic Plus system. Also,
their latest hinge generation, Tiomos, has been developed and improved over
decades through experiences. It is now a very elegant movement system, which
does not only meet the technical and functional requirements of today but also of
the future. Years of research have been dedicated to the reconceptualization and
development process. There is maximum care in every detail and function.
 
How do they promote themselves?

Through video.

GRASS has their own YouTube channel, “GRASS Movement Systems”. It is a very
efficient and powerful marketing tool. The platform helps to spread a message
across to the audience all over the world in seconds, does not matter whether if it
is a promotional video, event video, or a tutorial video. The videos are
straightforward and simple, especially their tutorials. They are mostly around 3
minutes or less, short, clear, and detailed, meaning that the viewers are able to
understand what they need in the shortest amount of time with a visual
explanation. The videos help viewers with installations, adjustments, and
reparation with their products on different furniture such as cabinets and
drawers. By providing tutorial videos, GRASS creates a strong connection with its
customers. When a customer, or potential customer, need help with anything
related to their products, they would know where to seek help.
 
Aside from tutorial videos, their channel also includes event videos which show
actual footage of their events and how their products look in person. The viewers
would get the chance to see how people interact with the products, the size

comparison between the products with other products, or people, and also the
appearance of different colours.
 
At Ben’s Idea, we believe that video is the key to create a connection. We
would say it is the ultimate tool, and also the most efficient as well. When a video
has the ability to help customers with a product, the customers are actually
gaining something out of it. The customers are able to connect with what they are
watching, and even follow the instructions.