![]() ![]() “If you can put your advertising budget into building unique experiences, through your products, your events, your retail space,” Johnny Cupcakes explained, “people will do the advertising for you” and that’s precisely what DSC strives for. When people are happy with your product or brand, they want to share their love of it. In a recent interview with CNBC, Dubin shared that “50,000 people a month refer a friend to the club” and this should come as no surprise. It is also this type of emotional and practical “delight” that make subscribers want to spread the word. It’s little perks like these that keep customers feeling special and interacting with the brand and community long term. In addition to their clever pieces of content, DSC also thrives on social engagement.įor example, when members share a photo of their monthly box on Instagram or Facebook page, the brand reposts their favorites, and then rewards that member with a free t-shirt. As a customer, you really can’t go wrong. Unlike other big brands, DSC makes the act of buying your monthly razors something worth looking forward to and smiling about - and they even have the added bonus of being more affordable. The content they put together for members is simple and inexpensive, but, like their launch video, they took an ordinary product and made it an extraordinary experience for the customer. “The Bathroom Minutes,” Dollar Shave Club's monthly lifestyle newsletter (including a note from the chairman, monthly quotes, member spotlights, trivia, and club news amongst other things.)ĭSC’s delivery here is brilliantly “delightful.”.Another playful welcome note (see above).Shortly after, your first shipment arrives with: ![]() When you first sign up for the club, you are met with a friendly welcome email (see the example from getvero below) that confirms your transaction, welcomes you into the community, and explains how you can get more out of it. “From our packaging to our digital presence to our media strategy, the DSC brand identity informs everything we do,” explained a member of their team in an interview with Brand Folder. Needless to say, this is something DSC takes very seriously. If your brand can give someone an experience unlike any other something they can share on Instagram, or mention to their coworkers around the watercooler, they will be that much more pleased (and loyal) in the long run. Johnny Earle (aka Johnny Cupcakes) explained the importance of this idea perfectly in his Bold Talk at INBOUND 2014 saying, “these little experiences make people happy. When you join the club, you’re not just signing on for low-cost razors and blades, you’re investing in the monthly “delight” that comes along with it.Īs a member, you get in on the joke and belong to an exclusive community that no other brand offers. Now this is where DSC truly broke the mold.ĭollar Shave Club is a young, smart, stylish, yet playful brand. If you have a product or service that no one will want or need, not even the greatest marketing will help it sell, but Dollar Shave Club presented a more effective solution to an age-old need. He simply created an affordable solution to a real, relatable problem shared by men (and even women) everywhere.īy selling something people actually want and need (in an industry that has not seen much innovation in decades,) Dubin set the stage for both marketing and overall organizational success. Founder and CEO, Michael Dubin didn’t reinvent the wheel. It’s a perfect example of product-market fit. No contracts, no hidden fees, or as they say “no BS.” Name-brand razors sold in drug and retail stores cost too much, but with DSC you’ll have quality generic alternatives automatically delivered to your door for as little as $3.00 a month. #1 Offering a Real SolutionĪt its core, Dollar Shave Club is an every-man’s brand with a simple value proposition. Today, that video has been viewed over 22 million times, and DSC has grown to include a team of about 45 full-time employees, 1.1 million subscribers, a whopping $615 million valuation in 2015, and most recently a $1 Billion all-cash acqusition by Unilever.īut how did they do it? Here are the two major factors I uncovered behind DSC’s booming brand and business success. ![]() With this nugget of video marketing gold, they took a boring topic and made it entertaining and worth sharing with a friend (not to mention, grabbing nationwide attention in the process.) ![]()
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