Ready, Aim, FIRE. FIRE. FIRE. FIRE
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Transcript of Ready, Aim, FIRE. FIRE. FIRE. FIRE
10/10/2014
Ready, Aim,FIRE. FIRE. FIRE. FIRE.
Chuck MillerManaging Principal & Co-FounderThe Market Element LLC
A start-up company headquartered in an apartment, with only $35k of capital, five passionate employees, and a good idea decided to take on a $13B industry.
Now, THE REST OF THE STORY….
Once Upon A Time…
The Beginning
• Founded July 2011, by Michael Dubin
• SAAS Subscription-Based Business Model
• SHAVE TIME. SHAVE MONEYConvenient Monthly Shipping Low Cost + High Quality Blades
• Lifestyle Brand – “Built on the idea we want to be the easiest place for guys to get the things they need every day. And it all starts in the bathroom.”
• Funny, Irreverent, Practical
Product Portfolio
“The Video” ~ March 2012
https://www.youtube.com/watch?v=ZUG9qYTJMsI
The Viral Results
• Crashed servers first hour after release
• + 12k orders in first 48 hours
• Video viewed +16 million times
• Michael Dubin has since raised an additional $20 million from investors.
• As of June 2014, Dollar Shave Club has ~ 650,000 members
• Today, Dollar Shave Club has 45 full-time employees and expects to post $60 million in revenue this year, triple 2013 revenue haul.
Dollar Shave Club Marketing MixAttract . Convert. Close. Delight
Attract Phase
Facebook Twitter YouTube
Google + Other Targeted Tactics SEO Keywords Radio Ads
‘Traditional advertising is a lecture. Social media is a conversation…DSC Gets it!’ – Richard Levick Fast Company Blogger
Convert Phase
Retargeting Ads, Email, CRM: Customer Referral Program
Close Phase
Call-To-Action
Convenience Testimonial Value + Options
Digital Asset + Social Sharing
Purchase Page
Delight Phase
Custom Email Marketing + Upsell
Monthly Publication with Each Shipment
Dollar Shave Club Success Learnings
Ready, Aim, FIRE. FIRE. FIRE. FIRE.
Ready: Unique Value Proposition
Value
Uniqueness Sweet Spot!Unique Value Proposition• Price/Quality Ratio • Convenience• Authentic Brand
Aim: Persona-Based Marketing
Chief Charlie• Male ~ 30-50 Years Old• Married with Family Income > $75k • Motivated by quality, value, and convenience
White Collar Jim• Male ~ 20 - 30 Years Old• Single with Income > $50k • Motivated by brand, value, and convenience
Blue Collar Mike • Male ~ 20 – 50 Years Old• Married with Family Income > $75k • Motivated by value and convenience
FIRE. FIRE. FIRE. FIRE: Inbound Marketing
Video Social Media
Keywords
Calls-to-ActionRetargeting AdsFriend Referrals Landing Pages
EmailWorkflows
Easy-To-Buy
Social MediaCustom Email
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Along the bottom are the tactics inbound Dollar Shave Club used to accomplish these actions.
FIRE FIRE FIRE FIRE
Key Takeaways
• Unique Value Proposition • Build Authentic Brand • Persona-Based Marketing • Embrace Inbound Methodology
Welcome & Thank You