I got thinking about this subject after reading an exchange between two friends on Twitter. One mentioned how two particular messages reached her and convinced her that their products could solve problems for her. The other pointed out how much she appreciated that someone pointed out how an advertising message influenced a purchasing decision.
My first friend’s point is worth noting in that if she hadn’t heard the message (no matter what the delivery mechanism), she likely wouldn’t have realized that product could solve her problem. While I don’t really respond to brand campaigns (I love beer commercials but for the most part hate beer), I definitely respond to these kinds of messages – in fact, I stumbled upon one just this weekend (warning, implied profanity, possibly not safe for work):
Now, it is safe to say these guys don’t have the budget to take on the more well known brands in this space. The video may look very casual and thrown-together, but don’t let that trick you into overlooking the thought that went into its production. While the video itself cost $4,500 to shoot, according to this interview with Business Insider, Dollar Shave Club’s CEO, Michael Durbin (the guy in the video), has extensive experience in corporate brand development and video marketing.
This is not to say that you can’t do something like this – but there’s a strategy here… with one well-produced video Durbin and his team manages to:
- define a problem,
- identify a value proposition, and
- establish a brand identity.
It’s not easy to accomplish all of these objectives through just one delivery vehicle, and in most cases you probably shouldn’t. For Dollar Shave Club this works because they’re marketing an online solution through an online medium. Marketing is not a one-size-fits-all game, it’s important that you understand who you’re marketing to when you’re figuring out how to convey your message.
A major part of NetCentered Marketing is identifying your audiences and figuring out what to say and how to say it to them. YouTube worked for Dollar Shave Club. It may be television, radio, or Facebook for your company. The important thing is that you figure it out before you jump in with both feet. The guys at Dollar Shave Club have been working on this for over a year. The time and energy they invested in crafting an effective message was rewarded in spades. If you’re not sure how to figure this out, let us know, and Cirrus ABS will help you through the process!