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10


Spring 2019


BRANDS WE LOVE Brands We Love: Harry’s


If y u are a member of an in-house marketing team, you have undoubtedly heard someone say, “We need to focus our efforts.” That’s because the list of ways to tell product and brand stories today is literally endless: social, direct mail, paid advertising, podcasts, video marketing, content marketing, email, newsletters, etc grow exponentia


If you are amem team, you ha y,


u e need to


because the list o and brand stories social, direct mai video marketing, ne


s, etc. And within each, the choic.


grow exponentially. Therefore, when you see a brand like Harry basicswell—and s wo


a brand like Harry’s seemingly doing all the basics well—and still paying attention to the details—it’s worth a closer look.


Harry’ Harry’s makess makes and sells shaving products— individual razors, kits, shave cream, and gel—as well as other personal care items for men. As the story goes, company founders Jeff Raider and Andy Katz-Mayfield recognized, e most men on earth, that buying razors was a costly and painful process. Unlike most men, however, they decided to do something about it. Rather than just grow beards, they launched Harry’s launched Harry’s in 2013, selling their shaving subscription service directly to consumers online—and they started strong.


individual razo s, el—as well as ot men. As the story Raider and Andy like most men on was a costly and men, ho


th about it. Rather t


subscription serv online—and they


es


65,000 NEW FRIENDS Before the company even launched its e-commerce platform, Harry’s built a database of more than 100,000 would-be shavers. They did this via word of mouth and an intelligent referral system. Prior to the launch, with just a handful of employees, the small team at Harry’s spent time befriending, recruiting, and compiling a list of a few hundred people who would help share the news of their new brand. They launched with only a two-page microsite. On the first page, people entered their email address. On the second, they could earn free products by referring friends. The more friends they referred, the more stuff they got. All 12 employees sent personal emails to friends, asking them to join the mailing list and pass it along to friends to win prizes. By the end of the week, their list was 100,000 strong and their stats showed that 20,000 people had referred 65,000 friends.


Jeff Raider and Andy Katz-Mayfield, Company Founders


K.I.S.S. COPY Harry’s copy, including that in their launch campaign, is simple, fun, and easy to understand. Perhaps most importantly, it’s focused on the consumer and how he will benefit rather than on simply the features of the product. The brand’s goal is to connect emotionally with people and to let them know what they will get from what they are buying. In many cases, it’s less about making a sale and more about bringing a new person into the fold as a subscriber. Because the words have been carefully chosen, Harry’s makes even an email newsletter seem worthy of your time. As a customer, their playful and genuine tone makes you feel as though you are not being sold to—even though you are. The same is true of their direct mail, designed cleanly and with clear and simple


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