Posts Tagged ‘promotions’

Adult Content: The ultimate in “buzz” marketing …

August 9, 2012

From the great moments in marketing file …

If you wan people to buy your product, give ‘em a free sample.

 

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Excerpted from from the NYT

In  a special promotion, Trojan Vibrations is handing out 10,000 vibrators from two Manhattan hot dog carts identified as pleasure carts.

Along with the brand’s logo, the carts will feature sayings like “Getcha vibes here!” and “Relish the moment.”

“We thought that by giving out more vibrators, it would create some buzz, so to speak”

Trojan asserts this is the biggest handout of vibrators ever.

So new are the devices to mainstream retailers that growth in that channel has been phenomenal.

In the past year, revenue for sexual enhancement devices sold in drugstores and mass retailers grew 23.2 percent over the year before, to $16.1 million.

According to studies financed by Trojan and published in The Journal of Sexual Medicine, 52.5 percent of women and 44.8 percent of men have used vibrators.

Contrary to perceptions that they are used nearly exclusively by the unaccompanied, 40.9 percent of women and 40.5 percent of men report having used them with sexual partners.

What we’re doing is taking something like a hot dog cart that is so everyday and so mainstream … and we’re showing people that vibrators are mainstream.”

Carol Queen, curator of the Antique Vibrator Museum and a staff sexologist for Good Vibrations, a sexual products retailer founded in 1977, credits the new Trojan ads with “pretty seamlessly integrating men into the campaign.”

Rather than seeing the growing availability of the devices at mass retailers as a threat to specialty retailers like Good Vibrations, Ms. Queen said, “what’s fabulous about the way that Trojan has entered the marketplace is that a rising tide lifts all boats.”

Some consumers who buy their first device as an impulse buy at a mass retailer are apt to eventually be drawn to boutiques … with trained people who can answer your questions and help you choose,

You just can’t make this stuff up …

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“Fair & Square” … except on Fridays … JCP throwing in the towels?

June 1, 2012

According to AdAge

JC Penney is ramping up its promotional messaging in the wake of a dismal first quarter.

The retailer has added "Best Price Fridays" to its calendar

Certain products are marked down on those days, and the lower prices are in effect until the product sells out.

"The additional Best Price Fridays equates to adding promotions and is a step away from the company’s pricing strategy, suggesting that the company is willing to forgo its original thinking."

Store associates also have been instructed to place stickers with new prices for best price and month-long value items next to, rather than on top of, original prices.

The new approach will better highlight savings for customers so that they can … "Do the Math" .

"The change in strategy is an admission that the company’s existing  pricing strategy has flaws — less than 120 days since Ron Johnson’s new model took course on Feb. 1."

In discussing first-quarter results, executives admitted there has been confusion surrounding its pricing strategy and lack of coupons.

Shocker: Shoppers like deals and find it incredible (i.e. not credible) when a promotions-intensive retailer claims to have “seen the light”.

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