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The National Association
for the Advancement of
Science & Art in Sexuality
Whether you are starting a sex toy business or looking for a way to increase marketing your existing adult novelty business you are going to want to get publicity both paid and earned. So what is the difference between the two?
Paid publicity is when you simply pay for advertising; whereas PR (whether it is done through you or a PR firm) creates what is known as a third-party endorsement and is considered earned publicity. It simply means the media has researched or interviewed you and your company has been verified as the legitimate brand you claim it to be. This means that when Dr. Oz or Good Morning America interviews you as an expert or business leader, consumers as well as other media outlets see you as the real deal.
Paid publicity is something that you can control as you are paying for it and can ensure that what is presented is just the way you want it to be seen. However, earned media publicity is not something that you have the luxury of controlling so it is very important that you understand how to present yourself and your business to ensure that you are putting forth the best information to represent your company. You need to be prepared for controversial topics, adversarial questioning and even negative press.
Branding your company is essentially creating a reputation to let consumers know it is one they can trust. Credibility is especially important in the adult industry because it is already difficult for many consumers to trust any business in the field of sex. We can help you make your business messages bulletproof when it comes to media scrutiny as it is important that your company have a stellar image in the highly competitive adult industry.
When creating a sex toy business you have to decide if you are going to present a spokesperson(s) within your company as a sex expert or if you are going to present the company as the resource that offers sexual expertise. Once you have decided how and if you want to present sexual education for consumers then you will need to determine how to achieve that expertise and how to present it.
It is important that you do so properly and avoid some of the common mistakes that newbies make such as-
Learn How To Do Interviews
Remember that giving an interview does NOT mean that you are making a friend or that you are having a simple conversation with a journalist; you are talking to potentially millions of people. The reality is that 'off the record' is not always respected and it is always a good idea to request pre-approval of the finished article if you are giving an interview that will be written. Getting quoted out of context, giving sensitive information and naming competitors are all examples of things that can all hurt your business. Understanding how to avoid things like repeating reporter's questions and using their wording or being led into an area of discussion that you do not want to address is important.
Getting your own message out in the way that you want is a skill and something that will be important for you to master. Having pre-made quotes that are planned out ahead, knowing what you are willing to say and how to say it are all ways for you to be prepared for media exposure.
Approaches such as press releases are valuable but in this ever-changing technological world of marketing it is also important to understand what resources you can use to get your company information out there such as tapping into industry analysts, bloggers and journalists who are looking for experts and information, using social media and creating newsworthy content on your site / blogs.
sex toy companies in the adult industry will need to address following
key points when addressing their consumers and when interacting
with the media-
Using a professional PR company that specializes in the adult industry may be ideal for your company as it is always a good idea to work with those who understand the special hurdles that adult businesses have to overcome in marketing.
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