March 12, 2012 3 Comments
…They solve a problem or two, and create a brand with huge personality.
I realized I’d better talk about Dollar Shave Club when I found myself clicking the “Back” button on my browser so I could read more about the Humble Twin razor. I already knew that it was the razor I wanted – it’s the cheapest, and it only has two blades (for me, more blades = more irritation) – but I still went back.
I clicked “Back” because the blade was presented with a personality, and I wanted to learn more about that. It’s much like when I meet someone I have something in common with, I want to learn more about them. We all do it.
Beyond the beaming personality presented by Dollar Shave Club is a great business model. They solve a major problem: expensive razors. They also provide convenience in that the razors are automatically mailed each month.
If you want to see some fine marketing in action, check out DollarShaveClub.com. The website talks to you with fantastic energy, and it answers all of your questions (if you mail ordered CDs in the 90s, you’ll understand the second screenshot). You may have already been to the website; Dollar Shave Club’s video went viral last week. Watch it below, and you’ll probably end up watching it twice.
Dollar Shave Club has really started with a bang. It’ll be interesting to see how they keep things going. The company has built a solid brand, but in these times (with social media) it’s also important to listen and interact with customers. If they maintain their brand identity while Retweeting, commenting, and replying to fans, they may put Gillette out of business.
If you’re interested in learning more about the importance of fun in a brand, check this out.
Click right here to see what marketing guru Seth Godin has to say about Dollar Shave Club.