![]() ![]() After researching their core demographic, the number one complaint was terrible toilet paper. In October, the same year, with another $9.8 Million in funding, DSC began expansion into an area that nobody expected. “the tech press picked it up first, and then the mainstream press picked it up from there. The video’s launch coincided with the announcement that the company had closed $1 million in seed funding. ![]() Today, the video has 26 million views on YouTube and counting. Dollar Shave Club company took in 12,000 orders that same day. Thanks to his comic chops and some clever aligning with the tech community, the video became an instant viral success. The video cost $4,500 to make, funded directly from Dubin’s savings. This theme of honesty and simplicity has run through all their marketing campaigns since. “Do you think your razor needs a vibrating handle, a flashlight, a backscratcher, and ten blades?” Next, they lampoon conventional razor companies for all their ridiculous innovations over the years. Part advert, part Mad TV sketch, this one video launched the DSC brand.įifteen seconds and the message is clear: this brand doesn’t take itself seriously, even though it’s serious about offering value to customers.īut they don’t stop there. “Yeah, a dollar! Are the blades any good? No. For a dollar a month, we send high-quality razors right to your door.” Michael Dubin seated at a desk, talking directly to the camera. The commercial starts off sounding like an ad. With a blend of brash statements and farcical asides, the video introduced a new kind of brand voice. The offer was compelling, and the video was refreshingly different. On March 6, 2012, Dollar Shave Club published a video announcing itself to the world. Drawing on his love for improvisational comedy, he created the first promotional commercial for Dollar Shave Club. Knowing that directly competing with Gilette’s brand was an impossible challenge, Dubin took a left-field approach. Using his marketing savvy, he registered the next week and started on his new venture. ![]() Talking with his friend Mark Levine, he discovered someone who needed to sell a warehouse full of surplus razor blades.Īt this moment, Dubin created a rough business plan: sell razors by mail to men for a lower price, and take away the pain of going to the store. Most men would suffer through blunt razors as long as humanly possible.įor Michael Dubin, a New York marketing and advertising executive, the opportunity presented itself one evening at a cocktail party. On top of all this, the razors were expensive. The packages were locked in a cabinet for safety and required speaking to someone to get a hold of them. The usual practice for men to buy razors was to go to the store after they desperately needed them. ![]() As is typical with monopoly industries, the product was painful to acquire. In 2012, Gilette dominated the razor market in the United States, with a 72 percent market share. Harnessing the power of unique voice, compelling offers, and changing market needs, they successfully created a new business model that has shifted the way consumers want to buy.īest of all, the story of the company itself is entertaining and inspiring.įounder, Michael Dubin, was offered a warehouse full of razors and decided to sell them by mail. The story of Dollar Shave Club is a modern marketing masterclass. In 2015, the company was acquired for $1 Billion by Unilever, while allowing the founder to remain in control. Today, the company boasts revenues of $250M and four million subscribers. In less than five years, the company went from a one-person operation to over 600 employees. The business model, unconventional advertising campaigns, and a willingness to seek feedback directly from customers, created a perfect storm of success. Sometimes a business opportunity is hidden in plain sight.ĭollar Shave Club (DSC), the multi-million dollar online membership company, found their opportunity in razor blades.īut it’s not so much the product as the marketing savvy of Dollar Shave Club that has made it stand out. ![]()
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