From the great moments in marketing file …
If you wan people to buy your product, give ‘em a free sample.
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 …