Marketing and Sales

Disrupting Entrenched Marketing Ideas

Headshot of Gary Hennerberg
By Gary Hennerberg

Disruptive technologies can fundamentally shift a business’s trajectory. But what about disruptive marketing ideas? Continuity-marketer Dollar Shave Club (DSC) didn’t disrupt the technology of razors, but they disrupted the distribution channel with monthly shipping of razor blades direct to the consumer. DSC chipped away at the dominance of retail competitors even if DSC sales were only 5 percent of the U.S. market with 3.2 million members.

So now we learn that Unilever is purchasing the unprofitable (as of yet) Dollar Shave Club for $1 billion.

Procter and Gamble sees the writing on the wall of disruptive marketing and is testing a continuity program named Tide

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Headshot of Gary Hennerberg

Gary Hennerberg

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, 'Crack the Customer Mind Code.' He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

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