CHINO, Calif.—Armed with information and willing to try new things—and blog about it—a new generation of adult consumers is finding more fun and enjoyment in their sex lives than ever before.
The Sexperts blog program from California Exotic Novelties gives these users a platform to share their experiences and inspire others to try something new.
Since its introduction at the 2009 ANME show, Sexperts has grown to 100 qualified bloggers worldwide and nearly 1 million views each month. The program operates by sending participants a monthly toy to review and monitoring the results.
California Exotic Novelties Vice President of Sales Jackie White knows firsthand: "There's no question that online information sharing has been an amazing asset to the adult toy industry," said White. "The CalExotics 'Sexperts' blog program allows users to compare notes about what works for them. And 'word of mouth' from satisfied customers is the best kind of advertising."
The products sent to participants in the Sexperts program are a cross-section of new releases from low, middle and top price points.
"When Al Bloom and Dave Newman Advertising first came to me with this program, I was a little skeptical about what it would mean for us," said California Exotic Novelties President and founder Susan Colvin. "But after almost a year we realize that social networking is a valuable marketing tool and I'm just thrilled with the results."
Director of Marketing Al Bloom added: "We've been able to refine the list of Sexperts to identify the ones with a unique voice, who are serious about supporting the program and providing valuable feedback."
A monthly report keeps track of reviews, reaction and web traffic.
"Most of the time we hit it out of the park ... but even when we don't, we get valuable information," said Bloom. "The Sexperts and their followers give our product design team an unvarnished view of what they want and need from our products. And consumer trust is strengthened because they know CalExotics is really listening to them."
On the sales side, White knows there's power in the blogged word.
"It's not a coincidence that the products reviewed by our Sexperts are selling more rapidly than usual," White said. "Blog readers are also consumers. The Sexperts provide information and spark new ideas that drive sales. It really is amazing."
Qualified bloggers may apply to join the program at CalExotics.com.
