Have you ever seen that logo before? Do you know what it represents? No, then you should watch the video below:
That video managed to get DollarShaveClub.com (DSC) 12,000 customers within the first two days of going online. Furthermore, the video applies strong product differentiation to make an effective advertisement.
Competition- From the very start, Mike tells us about the razors’ “stainless steel head, aloe vera lubricating strip and a pivot head” differentiating his razors from those of his competitor’s with a “flashlight, a backscratcher and ten blades”. This positions DSC’s razors as cheap, simple and inexpensive, while alienating customers from expensive fancier razors.
JIT– Mike emphasizes that DSC is able to deliver the blades on a monthly basis right to the customer’s door. This is an example of JIT (just in time), where the customer will be getting their blades right when they need it. Not only does this make life easier for the customer, but it also means that DSC practices operational excellence, because they are able to get the blades delivered to at least 12,000 customers on a monthly basis. Furthermore, having a necessity delivered to your door is important, because when you go out shopping you often forget to buy these types of necessities, thus DSC is also saving you that extra trip to the store.
The advertisement makes a strong impression on most viewers by illustrating basic marketing concepts, while keeping the viewer’s attention through the use of comedy. This advertisement is a good way to show marketing done right and though it may appear silly at first, it comes off as a creative way to market razor blades.