In September 2006, Sportsheets International launched a multifaceted promotional campaign with the release of The Sportsheets Demonstration DVD. Since its release, 35,000 copies have been distributed internationally—a milestone for the adult novelty manufacturer.
The DVD, which contains no nudity, introduces Sportsheets’ system of restraints and devices to aid in various sexual positions with a couples-friendly message by mixing humor with informative tips and suggestions. Products featured on the DVD have experienced an increase in sales anywhere from 25-150 percent.
“We have always seen a correlation between our consumer education efforts and sales growth,” stated Todd Carter, Sportsheets’ director of sales and marketing. “Our products are tools to help couples expand and improve their sex life. Couples who know how easily our products can spice up their sex life will want to own our products, and the DVD facilitates that message.”
Comprising seven segments, the DVD is the anchor attraction in the company’s popular Sportsheets Plan-O-Gram, an in-store merchandising display program that centers a flat-screen TV on a wall featuring Sportsheets’ most popular products. While geared toward consumers, the DVD also is a helpful sales tool for distributors, retail staff, and home-party organizers.
Each of the seven segments demonstrates a different Sportsheets product: The Sportsheets Under The Bed Restraints, I Like It Doggie-Style Strap, The G-Spot Link, Super Sex Sling, and from Sportsheets’ home-party line, the Flirt Doggie-Style Strap and the Flirt Sex Sling. Additionally, products such as leather paddles, body ticklers, and blindfolds also are highlighted in various segments.
The DVD has been distributed through several channels—such as distributor mailings, trade shows, various ladies’ night events, retailer gift with purchase programs, and online retailer gift with purchase programs, in addition to being bundled with some of Sportsheets’ products, including the Super Sex Sling and The Sportsheets.
Currently on its fifth run of replicating the DVD, Sportsheets shows no signs of slowing down with this successful merchandising campaign, and the company is in discussions about producing similar product-display programs in the future.
Carter summed up by stating, “The DVD is the best way to educate your sales staff about our products. The more they know, they more knowledge they can share with the end consumer.”
