There is a new start up company with a very interesting value proposition – for just $1 a month, they will provide you with all of the shaving gear you need throughout the month, shipped right to your door. The company, DollarShavingClub.com, was started by CEO Michael Dubin to provide a more cost effective solution for people’s shaving needs.
While it seems that the market is dominated by major players like Bic® or Gillette®, Dubin is finding a niche in the market by providing high quality razors for just $1 a month. Recognizing the high cost of disposable razors, DollarShaveClub.com was able to find a way to import razors made in South Korea for a fraction of the cost of what Bic® or Gillette® charge for their products.
The business model of DollarShaveClub.com is interesting, but the most interesting thing about the company is its marketing and how quickly they have found success. Through a simple, catchy video that went viral almost overnight, the company now has the majority of their products on back-order and are flooded with new orders everyday. The video highlights the advantages of using their service and keeps the viewer’s attention with a humorous approach.
The video was posted on March 6, 2012 and now has over 4.5 million views. In a world of social media and viral campaigns becoming more and more powerful as a marketing strategy, video marketing has a huge impact.
If you are not doing any video marketing, take a note from DollarShaveClub.com and incorporate it into your marketing strategy right away.