If you walk into a department store, a pharmacy or a beauty shop, you can find the same hairstyling products or shaving creams displayed on the shelves. Usually the only difference is the way they are displayed, and sometimes even that is completely the same. Most, if not all of these products, are neither new nor innovative, and most of them have the same effect and do the same work.
This is precisely why many companies that produce these products have difficulty in finding the best way to make their products stand out from others that are similar and to find a way to make them sell more.
Blind barber is a company that like many others, founded hard to face the challenge of identifying the best way of promoting their products. This company has three barber shops situated on three different locations where apart from offering their services, they also sell their line of products. In addition they also sell their small line of products in several stores across the state.
Even though it was a daunting task for them to find an effective method of promoting their products, the Blind Barber were able to make things work and directly address their customers. Jeff Laub, who is the co-founder of Blind Barber, explains how the company discovered a unique way that made them be more appealing to customers.
He explained that Blind barber offers a sense of community, which means that the accent is not placed on the products you put on your hair or the shaving cream you use to shave, as both of them will give you the results you have expected. The accent is placed on the sense of belonging you get whenever you interact with the Blind Barber in or out the shop. In the Blind Barber people tend to stop by for a chat with the guys and they easily become part of the crew thus part of the community. And when they are away they can simply open the Instagram and still keep track with the latest developments in their favorite barber shop. They use every moment they get to communicate with the people they share the same interest and to exchange opinions on a number of topics.
In the past few years, the social media has gone viral and researches have shown that it had huge influence on the importance of the community. Thanks to the social media, brands can now create that feeling of the belonging, belonging to the community, even when they don`t have physical location or when they are remotely located and not so easily accessible.
The social media has also done a lot for the Blind Barber and has helped them sell their products by reaching even to those consumers that have never stepped into the barber shop. Now, when people see the brand on the social media, they want to become part of it and find something in common with the people around them. Since we live in a society where the market offers unlimited number of similar products and services that will pretty much give you the same effect for relatively the same price, the community aspect is what makes the difference and helps the brand stand out and be more attractive to potential customers. Laub says that since there are million products available to purchase on the market as well as many stores that offer them, the key is to find the right way to help the store tell the story. At the end of the day it will be the story that will sell the products and not the ingredients that are used to make them.
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