ready, aim, fire. fire. fire. fire
DESCRIPTION
Legendary business guru, Peter Drucker, famously coined, ‘If you can’t measure it, you can’t manage it”. It’s an old business adage, yet in today’s dynamic and competitive business landscape, investments are increasingly scrutinized and required to produce measureable returns. For small/midsize business leaders, growing the business requires strategic and disciplined investment in specific tactics that produce measurable and reliable results. Since the dawn of commerce, businesses have struggled with measuring ROI on marketing activities, which typically have the highest risk and are the hardest to measure. With the rapid democratization of technology, modern marketing has made it possible for small/midsize business to make better calculated investments with insights on analytics and management capabilities. In “Ready, Aim, FIRE. FIRE. FIRE. FIRE”, I will discuss a practical, affordable and modern framework that enables businesses to attract high-quality leads (FIRE), convert leads to opportunities(FIRE), nurture opportunities to customers (FIRE) and ultimately create delighted customers (FIRE). This transformative marketing framework puts a rapid-FIRE spin on Peter Drucker's famous saying, making the new management mantra, ‘If you can’t measure it, DON’T DO IT”!TRANSCRIPT
10/10/2014
Ready, Aim,FIRE. FIRE. FIRE. FIRE.
Chuck MillerManaging Principal & Co-FounderThe Market Element LLC
A start-up company headquartered in an apartment, with only $35k of capital, five passionate employees, and a good idea decided to take on a $13B industry.
Now, THE REST OF THE STORY….
Once Upon A Time…
The Beginning
• Founded July 2011, by Michael Dubin
• SAAS Subscription-Based Business Model
• SHAVE TIME. SHAVE MONEYConvenient Monthly Shipping Low Cost + High Quality Blades
• Lifestyle Brand – “Built on the idea we want to be the easiest place for guys to get the things they need every day. And it all starts in the bathroom.”
• Funny, Irreverent, Practical
Product Portfolio
“The Video” ~ March 2012
https://www.youtube.com/watch?v=ZUG9qYTJMsI
The Viral Results
• Crashed servers first hour after release
• + 12k orders in first 48 hours
• Video viewed +16 million times
• Michael Dubin has since raised an additional $20 million from investors.
• As of June 2014, Dollar Shave Club has ~ 650,000 members
• Today, Dollar Shave Club has 45 full-time employees and expects to post $60 million in revenue this year, triple 2013 revenue haul.
Dollar Shave Club Marketing MixAttract . Convert. Close. Delight
Attract Phase
Facebook Twitter YouTube
Google + Other Targeted Tactics SEO Keywords Radio Ads
‘Traditional advertising is a lecture. Social media is a conversation…DSC Gets it!’ – Richard Levick Fast Company Blogger
Convert Phase
Retargeting Ads, Email, CRM: Customer Referral Program
Close Phase
Call-To-Action
Convenience Testimonial Value + Options
Digital Asset + Social Sharing
Purchase Page
Delight Phase
Custom Email Marketing + Upsell
Monthly Publication with Each Shipment
Dollar Shave Club Success Learnings
Ready, Aim, FIRE. FIRE. FIRE. FIRE.
Ready: Unique Value Proposition
Value
Uniqueness Sweet Spot!Unique Value Proposition• Price/Quality Ratio • Convenience• Authentic Brand
Aim: Persona-Based Marketing
Chief Charlie• Male ~ 30-50 Years Old• Married with Family Income > $75k • Motivated by quality, value, and convenience
White Collar Jim• Male ~ 20 - 30 Years Old• Single with Income > $50k • Motivated by brand, value, and convenience
Blue Collar Mike • Male ~ 20 – 50 Years Old• Married with Family Income > $75k • Motivated by value and convenience
FIRE. FIRE. FIRE. FIRE: Inbound Marketing
Video Social Media
Keywords
Calls-to-ActionRetargeting AdsFriend Referrals Landing Pages
EmailWorkflows
Easy-To-Buy
Social MediaCustom Email
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Along the bottom are the tactics inbound Dollar Shave Club used to accomplish these actions.
FIRE FIRE FIRE FIRE
Key Takeaways
• Unique Value Proposition • Build Authentic Brand • Persona-Based Marketing • Embrace Inbound Methodology
Welcome & Thank You