![]() Shoppers receive Glossier stickers and the memorable Glossier Pink Pouch (which Glossier even sold on its own). Whether customers are ordering from Glossier’s ecommerce site or visiting one of its popular pop-up shops, the experience is unforgettable. Moreover, the brand encourages customers of every age, ethnicity, and gender to showcase their Glossier, making the brand accessible on multiple levels. Customers and employees alike share videos and images sampling their products and teaching viewers how to properly use them. The evidence of Glossier’s cult following reverberates across social media. For example, rather than working with influencers, the brand gave free products to 500 “superfans” who had purchased the most product or engaged the most with the brand. ![]() Glossier has simplified the approach to buying beauty products, both through their marketing and product design. The makeup and skincare industry can be a complicated, convoluted world to navigate. ![]() When I think of Glossier, I think of one word: accessible. Hopefully, your audience will do the hard work from there. Takeaway: It may not be feasible to aim for a viral video, but it is possible to create great content and use your money and other resources to market it to the right demographic. They didn’t just reach out to any tech publications, either - they focused on media properties already reaching the male demographic they wanted to target, like Thrillist and Uncrate. But Dollar Shave Club didn’t rely on organic reach alone to promote their launch video.īefore promoting their video, Dollar Shave Club reached out to tech publications to let them know when it was going live, provided these publications early access to the video, edited a shorter version to run on late-night TV, and spent $10,000 promoting it on social media, among other things. The video doesn’t come across like an advertisement, it seems like a funny video your brother’s goofy friend made in his garage - which probably explains why so many people sent it to friends and shared it on social media. In the first three months, it received 4.75 million views, and within the first two days of the company's launch, 12,000 people had already signed up for Dollar Shave Club razors. Their video is wacky and memorable, with dance numbers, shaving babies, and a guy named Mike traipsing around a warehouse and making proclamations like, “Are the blades any good? No … our blades are f**ing great.” But it doesn’t hurt to have a strategy in place.ĭollar Shave Club, which sells - you guessed it - razors (among other bathroom essentials), launched their ecommerce company with a 1:33 minute video. No one can guarantee that a video will go viral. Whether you work for a D2C company or not, there are plenty of tangible marketing practices you can still try out for yourself. Let’s examine these eight D2C companies and discuss what you can take away from their strategies. We’ve examined eight D2C companies that all share one thing in common: their one-of-a-kind approach to marketing and advertising has brought them lots of recognition, customers, and revenue. D2C companies typically ship directly to consumers, partner with retail locations, or open pop-up shops to distribute their products.Įvery D2C company does advertising a little differently. The benefits of D2C marketing are clear: through this direct relationship, these companies are creating strong relationships with their consumers, understanding them better, and reaching a more specific, appropriate audience.īy controlling the start-to-finish buyer’s process, D2C companies reduce costs and have the advantage of focusing solely on consumers. ![]() Dollar Shave Club, for example, is up against Gillette razors, and Glossier’s makeup and skincare lines compete with stores like Sephora and Ulta. This direct relationship can occur through methods like social media, YouTube, or podcasts, but not through TV, billboards, or magazine advertisements.Ĭreating innovative marketing campaigns is a necessity for D2C companies, many of which are up against some big-name competitors. What is direct-to-consumer marketing?ĭirect-to-consumer marketing is when a company markets its product or service directly to their consumers. This “painless experience” he describes, which is especially attainable for D2C businesses, is ultimately what makes these companies so popular among consumers. Ultimately, Casper’s efficient delivery process and adept customer service impressed the consumer so much that he gave the company five stars - even though the product didn’t work out for him. ![]()
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