Tag Archives: EAN

Read All About It! Monthly marketing column in EAN

Brian Gray from Lascivious Marketing writes a monthly marketing column for European erotic trade publication, EAN.

Here are the links to each article, where marketing tips and advice as well as informed opinion on key industry topics are provided. Enjoy!

 

Brian Gray from erotic marketing agency Lascivious Marketing marketing column in EAN publication March 2018 text (c) Brian Gray design image (c) EAN16th March 2018
IT’S TIME TO GET UN-POLITICAL

In this month’s edition, I take to task the brands and retailers who just can’t resist getting all political on their social media timelines.

When – if at all – is it worthwhile to get political while selling your wares? Perhaps never? Or is that just wishful thinking on my part?

In an industry geared towards generating smiles, tingles, and other giddy sensations among one’s customers, why are some manufacturers and retailers spoiling the party by spouting their own (or just retweeting somebody else’s) political views or prejudices online? Aren’t we already drowning in a sea of social media virtue-signalling, ignorance and self-validation?

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Lingerie, sex toy customer research. Brian Gray from erotic marketing agency Lascivious Marketing marketing column in EAN publication Feb 2018 text (c) Brian Gray design image (c) EAN16th February 2018
GETTING PERSONAL – PART 2
Following from last month’s column on the many reasons for surveying your customers, this month it’s time to get down to the nitty gritty of asking the right questions in the right way.

Hopefully your customer database has swelled to very healthy proportions. Now it’s time to take advantage of this. Properly designed customer surveys provide a treasure trove of data and subsequent insight. While I can’t provide a full guide to all the elements of a customer research project within a few pages here, I can at least give you some very helpful – and crucial – pointers so you ask the right questions in the right way. Get this wrong or go about it in a slapdash fashion, and you’ll suffer the consequences accordingly.

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Why erotic retailers should survey their customers. Brian Gray from erotic marketing agency Lascivious Marketing marketing column in EAN erotic retail magazine Jan 2018 text (c) Lascivious Marketing image design (c) EAN22nd January 2018
GETTING PERSONAL WITH YOUR CUSTOMERS
With the busy period from Christmas to Valentine’s Day in full swing, it’s the best time to be preparing to get into the minds of your customers to help your erotic retailing business.

By the time you’re reading this, Christmas and New Year have come and gone. I hope you all had great times with your friends and loved ones, and made some great New Year’s Resolutions. I hope one of these was to increase your profitability. I hope another – closely related to the previous one – is to know more about your customers. The two are, afterall, inextricably linked.

If you’re an online retailer, your customer database will hopefully be swelling from all those transactions over the festive period. And you’ve still got Valentine’s Day to go. It’s the perfect opportunity to really get to grips with your customers. Their minds, that is.

With a well-designed, well executed customer research survey, you’ll have a wealth of real insight to help your subsequent marketing decision making. Need further convincing? Shame on you! So here’s why I’m giving you not one but twelve – yes, you read right – reasons why you should be surveying your customers.

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Mission statements for lingerie and sex toy companies. Brian Gray from erotic marketing agency Lascivious Marketing marketing column in EAN erotic retail magazine Dec 2017 text (c) Lascivious Marketing, image design (c) EAN15th December 2017
WORK: WHY BOTHER?
In this month’s edition, it’s the turn of corporate mission statements to come under the spotlight. Waste of time? Meaningless corporate claptrap? You’d be wrong.

Forgive what may initially appear to be a flippant question addressed to fellow members of the erotic industry. But seriously: aside from a regular paycheck and all the subsequent benefits– at least, if you’re working for one of the bigger players – why do you turn up each day to the office, factory, or warehouse? Take a minute right now, to ponder this. What is your organisation’s common purpose that binds you and your colleagues, and determines the collective effort and direction?

Alternatively, if you’re working for yourself in this industry – I call them “Risqué-takers” – or you’re part of a small- or micro-business, you’re probably more acutely aware of your company’s mission.

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Why buy a sex robot? Brian Gray from erotic marketing agency Lascivious Marketing marketing column in EAN erotic retail magazine Nov 2017 text (c) Lascivious Marketing, image design (c) EAN20th November 2017

SEX ROBOTS: WHY BUY ONE?
This month I’m playing Devil’s Advocate to the sex robot detractors. And this is an article NOT recommended for easily triggered ‘snowflakes’, or anyone lacking realistic critical thinking skills!

Oscar Wilde famously opined that he could resist everything but temptation. Opinion pieces with questionable arguments have the same effect on me. The British newspaper The Guardian published an article on Monday 25th September written by “robotics expert” Jenny Kleeman, titled “Should we ban sex robots while we have the chance?” The sub-heading posits: “AI sex dolls are on their way, with potentially sinister social consequences. So before they hit the market, we must ask whether they should.”

…So why indeed would a man buy an adult AI sex robot? As a married man, I can’t imagine comparing a synthetic robot with my other half, for a gamut of reasons. But as Kleeman herself has shied away from proffering any reasons, Yours Truly will dutifully step up to the plate to highlight a few possible factors which could drive demand.”

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Dangers to customers using connected sex toys. Brian Gray from erotic marketing agency Lascivious Marketing marketing column in EAN erotic retail magazine Oct 2017 text (c) Lascivious Marketing, image design (c) EAN25th October 2017
THE INTERNET OF (SEXY) THINGS…AND NIGHTMARES?
Back in August I’d waxed lyrical about issues concerning AI sex robots…but in this article, I elaborate and highlight the dangers to those using connected sex toys and other sex tech, and the responsibilities bestowed upon manufacturers to address these key issues.

…And while most marketers won’t personally be involved in implementing or testing the security of their connected products, they had better be aware of the issues concerning them and how they are perceived by their most important audience – customers.

Admittedly, for some company creators, safety and security doesn’t make them tingle with excitement. Let’s be honest: an entrepreneur starting up an airline doesn’t go into business with the ultimate mission of making air travel the safest it could ever be. They do so to make money. But, without acknowledging the importance of (and spending money on) safety and security, they’re going to have empty planes. It’s a must-have requirement. Without it, there’s no trust. Without trust, there’s no sale. Without sales….you get the picture.

And with the rise of ‘connected’ sex toys and AI dolls, the adult retailing sector has to be similarly minded.

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Celebrity sex robots, branding and licensing sex toys. Brian Gray from erotic marketing agency Lascivious Marketing marketing column in EAN erotic retail magazine Aug 2017 text (c) Lascivious Marketing, image design (c) EAN21st August 2017
SEX, DOLLS, AND ROCK N’ ROLL
In the summer that saw mainstream media get their knickers in a twist about sex robots, this was the first article of mine that looked at the topic. Coupled with a look at celebrity sex toy branding and licensing, it’s quite the erudite and provocative quick read.

This past month, mainstream media outlets have been talking about the report published by the Foundation for Responsible Robotics, titled “Our Sexual Future with Robots”. Unsurprisingly, there was no shortage of both writers commenting on the subject, and readers wanting to know what the hubbub was all about.

The subject of sex robots and teledildonics comes with its own set of dilemmas and debates from various perspectives. Some of these are more well-founded than others, it has to be said. But looking at things purely from a marketing perspective, there are several points to ponder.

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Business relationships in the erotic retail business. Brian Gray from erotic marketing agency Lascivious Marketing marketing column in EAN erotic retail magazine July 2017 text (c) Lascivious Marketing, image design (c) EAN28th July 2017
IT’S GOOD TO TALK
My inaugural article highlights the importance of dialogue with your B2B contacts, as well as the dangers of relying too much on website analytics instead of gathering genuine customer marketing data.

In the 1990’s British Telecom ran a number of memorable television commercials with legendary actor Bob Hoskins (who featured in classic films such as The Long Good Friday, Mona Lisa, Who Framed Roger Rabbit) uttering the strapline, “It’s good to talk.”

One of the truest sentences ever to be uttered. Especially in business. And the adult retailing industry is certainly no exception.

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Leading insight-based erotic marketing agency, Lascivious Marketing. Founder, Brian Gray, interviewed in EAN erotic retail magazine May 2017 text (c) Lascivious Marketing, image design (c) EAN24th May 2017
“LASCIVIOUS MARKETING OFFERS CLIENTS CLARITY, DIRECTION, AND FOCUS.”
EAN magazine’s original interview, following the launch of Lascivious Marketing.

Marketing has become one of the key elements of any kind of entrepreneurial activity. Libraries worth of literature, countless seminars, and hordes of experts are dedicated to the art of making products and services palatable to the consumers. Brian Gray feels that the adult industry is sadly lagging behind the rest of the field in this respect. Which is one of the reasons why he started a marketing agency called Lascivious Marketing, geared specifically to the needs and requirements of the adult industry. In our interview, the marketing expert outlines modern strategies and talks about ways to create effective marketing for adult-oriented products.

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As each new column comes out I’ll update this post accordingly.

AND THAT’S NOT ALL…
As of April, I’ll also be waxing lyrical on marketing in the lingerie, sex toy, pleasure products sectors in XBIZ World, the specialist erotic retailing publication from the LA-based XBIZ publishing stable.

Brian

 

NEWS: What’s Going On

‘Time for a Lascivious Marketing update?  Our thinking too.

Website content, interviews, magazine and book writing, newsletters: there’s a lot to cover!


BLOG POSTS
I hope you’re enjoying the mix of industry interviews and pearls of marketing wisdom from Yours Truly. There’s a gamut of talent out there and it’s refreshing to feel – albeit through reading – the ambition pouring from interviewees when talking about their respective journeys, the marketing issues being faced and how they manage things. It’s always been my hope that these interviews will be thought-provoking and act as a catalyst for your own ‘light bulb’ marketing moments.

Here’s the current selection for you to click on and read:

Jessie Maeday – Elysian Latex
Liam McKenzie  – Couples Playthings
Nataliya Vakhovskaya – LoveBox
Pierre & Hannah – Slap Stick Club
Rachael Purnell – Innocent Sex Toys
Martin King – Sinsins Boutique
Jo – Velvet Fleurs
Sophie Thorne – Twisted Lingerie
Eva Cincar – Persian Palm

And for future use just type ‘interview’ in the search function on the top right of the website (magnifying glass icon) and each one will be listed.  Or use this weblink to find Lascivious Marketing interviews.

Do keep coming back here as the interviews are an integral part of the website plus there’s some great sexySMEs lined up to appear. And as for further down the line, maybe it could be YOUR #sexySME company being highlighted.

EAN – MARKETING MATTERS
Some of you will have already seen my original Lascivious Marketing interview for European erotic trade journal, EAN, a few months ago, whereby I explained the raison d’etre of Lascivious Marketing, and the type of help we provide to adult retailers and associated companies.

Since then, involvement with EAN has deepened. Starting this month, I’m writing a monthly marketing column for the European erotic trade magazine, EAN. You can find my first offering, titled “It’s Good to Talk,” on page 60 of the July edition, which you can either download or view online. I hope you find this – and all my subsequent words there – enjoyable, but more importantly, thought provoking, and stirring enough to make you act on them to drive your own #sexySME onwards and upwards.

EAN – ADULT RETAILING INDUSTRY RESEARCH
Last month, Lascivious Marketing and EAN jointly announced an adult retailing research programme designed to provide the industry with some robust data that would provide insight into the state of the industry in the summer of 2017. The findings will be instrumental in driving discussion and debate among industry professionals and ideally serve as an excellent foundation on which to base subsequent survey waves at regular intervals.

To this end, an opt-in adult retailing industry research panel has been created, which will be managed by Lascivious Marketing. Industry professionals who sign up can look forward to giving their opinions throughout the year on key issues.

Have YOU signed up to join the panel? Seriously, if you’re involved in adult retailing, your views are important and they do matter. You belong in the research panel: it’s as simple as that.  And while it was hoped that the inaugural survey fieldwork would have already been completed by this time and I’d be neck deep in tabulations and key driver analysis, the reality is somewhat different. In a nutshell, we still don’t have enough panel members to make the survey a worthwhile exercise. Even if there was a 100% response rate from those already signed up, the subsequent dataset could not be considered robust enough to stand up to scrutiny, nor would it allow for any sub-group drill-downs.

As there hasn’t been any industry research survey like this conducted before, there’s no benchmark established for likely response rate. Therefore, it’s really important that there are sufficient numbers of panel sign-ups. And the sooner those materialise, the sooner the survey can be launched – it’s that simple.

So, if you’ve not signed up yet and you want to participate, don’t put it off. Sign up now!

RISQUÉ BUSINESS: THE BOOK.
It’s tough when you’re building a #sexySME business. More often than not there’s a constant battle between time and money to contend with. If you had the money but little time, there could be a number of things you’d outsource to skilled contractors or agencies to fulfil. Alternatively, perhaps your cash flow just won’t allow you to outsource marketing work, and you either have to do the work in-house, regardless of how time-starved you already are. Or….even worse, the marketing work slips further and further down on your to-do list. And as you should know by now, marketing your business is a constant activity: ignore it and you’ll suffer.

So what’s a #sexySME marketer (or entrusted with it) to do? Lascivious Marketing may just be able to help out. If you have the time, the motivation, and the desire to get stuck in yourself, there’s a forthcoming book dedicated just for you.

Yes, you read right. There be a book being written just for you sexy adult sellers!

And the name of this mighty future tome?  There’s currently a working title….all will be revealed later!

Writing has already begun so watch out for more info as the project progresses. We’re really excited by this as we can now provide marketing assistance that’s affordable for every #sexySME owner and marketer. Remember, we’re on a crusade – making marketing sexy – and actionable – for all adult retailers, regardless of budget. We’ve got your back!

‘SIX OF THE BEST’ NEWSLETTER
When the Lascivious Marketing website first appeared, adult retailing professionals were invited to sign up to receive ‘Six of the Best’ – literally six of the best adult retailing news stories or marketing articles for your reading delectation.

In the busy past few months, I decided that at least initially people would probably prefer to read about other people, especially within the industry. Hence the growing number of interviews featured on the website.

Now that there’s a healthy number of people signed up, together with a decent amount of interviews the time is right to launch the newsletter. Now….. this presents a bemusing issue. Months ago with a plentiful supply of lofty intentions, the plan was to provide a Six of the Best for each sector (dating, lingerie, sex toys, fetish wear and events). Then I read a great article about email marketing, written by a chap who’d sent millions of them. One of his key learning points is that there’s absolutely no point in segmenting email content. Much better is to include various segments in one email.

So….is one weblink per sector sufficient? Probably not. That’s the end of ‘Six of the Best’ then (a shame as I really enjoyed the saucy double entendre!). Perhaps ‘Decadent Dozen’ will be the new moniker….wait and see.

WEBSITE – MARKETING SERVICES
If you’ve read the first EAN Article or my interview with the Ukrainian Media Marketing Review you’ll have got a good flavour for what Lascivious Marketing is about. But it’s also the kind of information that should be on the website as well. Don’t worry, this hasn’t been forgotten about. In fact the webpages have been created months ago, it’s just a matter of getting a consistent look and feel for them. It’s also a delicate balancing act regarding content. How much is too much, especially when for many #sexySME owners, this might be the first time to be exposed to marketing concepts and frameworks and so forth?

So bear with me while we strive to get the balance right. Of course if you’re champing at the bit to discuss any marketing projects, you know what to do!

So, that’s it for now. Remember and say hello on Twitter or sneak a peak on Instagram, and above all: stay sexy, competitive, and marketing-led!

Brian