Dollar Shave Club’s Viral Video: Behind the Scenes
Google recently told one of the startups I advise, ZipFit, that they should consider adding a YouTube video ad to their online mix to increase their overall click through rate. That’s easy for Google to say, but ZipFit has almost no budget for marketing of any kind. However the ZipFit team figured that if Dollar Shave Club could throw together their hilarious viral video for what was surely only a few hundred dollars, then so could they.
ZipFit quickly enlisted a videographer friend to film their video for only $500 and they figured they were in business. I aided and abetted by connecting ZipFit with a friend of mine, an amazing Swiss Army Knife kind of guy (creative/director/producer), who is between jobs and who was game to accept $300 (plus some free jeans) for directing and script development. The final piece of the ZipFit plan was for someone from the team to star in the ads for free, just like Dollar Shave Club’s founder had done. Easy peasy, right?
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Great Creative Takes Time
My clients who are new to marketing (and even some who are not) often want to dramatically accelerate their agencies’ timelines for producing creative whether it’s something like a banner ad, a website or even packaging.
This simple but brilliant video was created by the Hungarian marketing communications magazine, Kreatív. It’s been a great tool to help my clients understand the creative process and why better work requires time. Needless to say, our agency partners love it too!
Three Research Pointers for Beginners
Earlier this year I wrote a three-part series on the Top Ten Entrepreneurial Research Mistakes. One of my favorite market research professionals, wrote to me and suggested adding three additional points:
1) Don’t assume you know how to ask the right questions. Get a book on research questioning or find a friend in the field. That is the greatest skill mastered after years of research and is not easy for a novice. There are great books out there with this focus. In more than few instances I have been mortified by research designed by non-researchers. For many of the reasons you point out in your article, but also because most people are not smart enough to translate what you say about question asking to action on their end.
Some well-rated books on research questions include:
Asking Questions: The Definitive Guide to Questionnaire Design — For Market Research, Political Polls, and Social and Health Questionnaires by Bradburn, Sudman and Wansink
Designing and Conducting Survey Research: A Comprehensive Guide by Louis M. Rea and Richard A. Parker
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