The IPPA Blog | The Blog of The Irish Professional Photographers Association

Archive for August 2012

….edgy, cool, fun, funny, attractive, innovative, uplifting, inspiring, modern? So is your marketing WORKING?Dollar Shave Club,Marketing, IPPA,

 

Have a look at how Dollar Shave Club are doing it. It’s probably not the most exciting product or industry in the world. If you are involved in sales and the pitching process of your photography business, you will understand how difficult it is to win new clients. that is before you consider the cost of advertising and marketing that goes behind all your efforts. So if you have not got the time to go to shows, networking meetings and other events, maybe there is an easier way!

If you are a small business there is no way to compete for your share with all the marketing ‘noise’ that is out there, so maybe you could try YouTube or Vimeo.

Here is how Dollar Shave Club have done it.

What Dollar Shave Club have done is taken an average product and made it ‘remarkable’. How? by creating a funny viral video, using the fact that it is an average product as the key selling point. This video provided Dollar Shave Club with 12,000 customers in the first two days of opening its e-doors.

As of this writing, nearly 6 million people have watched this video. The average CPC for a group of “shave” related keywords is currently around €0.80. Its unlikely you have almost €5 million to spend on marketing though, right? What Dollar Shave Club have done is get in front of as many people without the associated and traditional marketing expense. They currently rank number 3 on Google.com for the keyword ‘shave’.

For something a little closer to home (and a little lower on the production values) One Pound Fish has racked up over 2 million views on You Tube of the market stall trader at Queens Market Upton Park in London.

 

Be creative,  it’s worth it!

If you can stand out by creating great content like this and essentially pitch to potentially millions of potential customers with a single online video, surely that’s far more efficient than any other sales activity is likely to be.

And the long-term value is huge – especially in this case where you can generate sales from day one of the campaign and then incrementally build upon it. It’s definitely one of the best integrated social/content campaigns I’ve seen in a long-time.