Viral video marketing

Viral video marketing can produce spectacular results. Witness what happened with the introduction of http://www.dollarshaveclub.com/. These folks have taken a commodity - razor blades - and turned it into a continuity program. The premise is that you can get your razor blades monthly for a buck (plus S&H). Or pay a little more for better quality razor ($6 or $9).

Let's face it: the economics of marketing this program online make sense. You'd be hard pressed to make this work if you have to spend money on direct mail, space ads, or other offline media.

The video is a mere 1:34. It's engaging, fun, and has a great selling message. The first day it was released (about March 5) they had 5,000 subscribers. So if the average order is $5, that feels like about $25K a month on the first day.

But wait. Now they have around 12,000 subscribers. My math suggests $60K a month and growing.

All from a 1:34 very well done video that cost about $4,500 to produce. You can read the interview here:

http://www.mediabistro.com/mediajobsdaily/dollar-shave-clubs-4500-video-broke-its-site_b10217.

Oh, and did I mention that as of today the video has been viewed nearly 3 million times? How's that for viral video marketing? I'd say a great case study, and proof that video works.

 

Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.