He knew that subscription razor blades were the million dollar idea, which struck him like lightening at a holiday party. Convenience aside, it was a heck of a lot cheaper than the going rate for a single pack of razors from the “razor fortress” at the drugstore.Ĭo-founder Michael Dubin was a long-time serial entrepreneur, but prior to DSC his other ideas hadn’t come to much. You pay anywhere from $3-$9 USD per month, and they send you razors in the mail, so you never run out. The Dollar Shave Club (also known as DSC) is a company that started out as a monthly subscription service for razor blades. What have they been doing, and what can they do now, to make sure they keep getting more sales? We’ll also give you mind-blowing, in-depth, actionable tips to take back to your own marketing teams.ĭSC’s meteoric rise to fame started with the all-important comedic viral video, but where did they go from there? Building a brand doesn’t just begin and end with one insanely popular ad. In this epic case study, we’re going to take apart Dollar Shave Club’s digital marketing and growth strategy piece by piece so you can learn from it. The current global shaver market is worth $15 billion in size and 75% had been cornered by Gillette – until now. Wrestling market share away from an industry giant like Gillette is no mean feat, and they’ve blasted a new path for ecommerce with the subscription model. DSC shows other startups how to compete with the big boys – and win. Now, many other startups turn to Dollar Shave Club for entrepreneurial inspiration. They startled a skeptical business world by disrupting the men’s grooming industry. They’re built to shake industries up, to grab eyeballs, and roar their message across platforms.ĭollar Shave Club has become legend in marketing and startup history for doing just that with their innovative approach to growth marketing. The most successful marketing campaigns don’t just tip toe into the marketplace.
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