031: Dollar Shave Club Scores with Subscription Marketing – How to Make it Work for Your Business

Men who shave and men who don't, this episode 31 of The Heart Of Marketing podcast is for you, and it's about the newbie in the men's personal hygiene category that is knocking out the biggest players. John Gregory Olson, a man who shaves who is also a digital marketer with JGO Digital and cohost of The Heart Of Marketing, talks all around this issue of razor blades. Mostly, he speaks about this malcontent with Gillette, the category leader. While Jayme Soulati, the other always laughing jokester and cohost of The Heart Of Marketing podcast who is also president of Soulati Media, Inc., pokes a bit of fun at John for his intense distaste about the whole topic and his need to make a switch of razor brands, John defends his brand shift with the facts. In this episode, you will learn: How a stodgy old brand sitting on its throne without a care for the new online subscription model is in a bit of trouble How a category newcomer eroded market share razor by razor for the biggest players The public relations opportunities for stories and content marketing around data analytics and customer behavior More about the subscription economy and how you might jumpstart your brand in that realm Tips on working with a massive subscriber base ala the size of the Dollar Shave Club Throughout this episode, Jayme and John also reference previous episodes you may wish to listen to: Episode 1: Taylor Swift Episode 2: On Disruption Episode 17: On Starbucks and Cause-Related Marketing Episode 23: On Pencils of Promise and 800-Flowers Episode 30: Scott Hornstein on Direct Marketing