![]() While Dollar Shave Club’s initial digital marketing success propelled the company forward, it is not the reason they are still thriving today. This is not a new concept, but it is one that Dollar Shave Club and many others have used to their advantage.īy catering to its target audience’s sense of humor, Dollar Shave Club can establish and grow its brand awareness beyond the value of its products. Dollar Shave Club uses humor and entertainment to draw attention and attract a wider audience. Regarding the target audience, Dollar Shave Club understands who they are targeting with their campaigns. The company focuses on a mundane, everyday task (shaving) and removes potential friction points for its target audience. Their marketing strategy, along with the company’s name, revolves around the idea of making shaving and personal grooming more affordable. Dollar Shave Club has been able to do just that. With so much content to compete with, demonstrating value in a concise and straightforward manner is always effective. Having simple, straightforward selling points can give any company an advantage in digital marketing. The remainder of the video can then serve primarily as entertainment, increasing the likelihood that it will be shared and viewed by more potential customers. The viewer is not left to wonder what the video is about or what is being marketed to them. Right away in the video, the viewer is told the company's name, what they sell, and how the product provides value. So, how has Dollar Shave Club done it, exactly? Marketing Basicsįor all the attention-grabbing humor and flashiness of Dollar Shave Club’s original viral video, the ad stuck to the fundamentals of marketing. The role of digital marketing has increased exponentially in recent years, with companies like Dollar Shave Club leveraging that to their advantage. This can come in the form of video content, social media posts, emails, or anything else involving online channels. What is Digital Marketing?įirst, let’s briefly cover what we mean by “digital marketing.” Digital marketing is any marketing content that uses the internet and other digital technologies to reach its audience. Here’s a quick overview of some of the keys to Dollar Shave Club’s digital marketing success. But that initial surge does not tell the whole story of how this company has sustained its success. Some of that success can still be traced back to the company’s successful digital marketing launch. While the content and digital marketing landscape has changed dramatically since then, Dollar Shave Club has continued to thrive. All of that started with one viral marketing video back in 2012. ![]() Over the past decade, Dollar Shave Club has amassed over 3 million subscribers to their service worldwide. They ship affordable razors and other personal grooming products to people around the globe using a subscription-based model. Dollar Shave Club has a simple business model. ![]()
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