TEMPE, Ariz. - Press releases, blogs, webmaster boards, and industry trade shows are just a few of the marketing resources that can help you get your name out there if you're a webmaster who is new to the adult entertainment business. The question is, what methods would work best for you? Those methods were on the minds of the audience listening in during today's "Viral Marketing" seminar, which included some of the biggest names in the industry. The panel featured Mark Hurson of P2PPads, Corey Hedgepeth of WEGCash, Derek Meklir of Mr. Skin and AdultWhosWho, Harlan Yaffe of PrideBucks, Holly Ruprecht of NakedSword, Steve Jones of LightspeedCash with AVN Online Associate Publisher Monty McMahon serving as moderator.
So how does a webmaster that is new to the business and has a small budget get started and establish a powerful presence?
"Come to shows like [the Phoenix Forum], get to know everyone at these conferences. While it may be costly to travel to these shows, it is definitely worth it, as you'll get to know all of the right people in the adult community. Take the time to introduce yourself to someone who you'd like to do business with and make sure you print up business cards and flyers, as that is an inexpensive way to make yourself known to the industry," said Steve Lightspeed of LightspeedCash. "Brand yourself by wearing your own company merchandise or take it to the next level and brand your personality. For example, I'm Steve Lightspeed of LightspeedCash, and you'll always see me wearing my Lightspeed baseball jersey. That way, you won't forget who I am."
Many of the panelists pointed out that it's all about the way you carry yourself. "You have to be a friendly, accessible person. Carry yourself in a professional manner and be sure to make that pitch in a minute or less," said Yaffe. "Follow up with that business contact immediately after a show with a friendly email or phone call to get the ball rolling. Don't forget about the gay market, too—because if you leave them out, you are missing out on a lot of business."
Other ways to brand yourself include using the webmaster boards, such as GFY, JustBlowMe, and YNOT. It's an easy way to get to know your competition, as well, and at the same time build new business contacts. Most panelists pointed out that word-of-mouth still goes a long way in this business.
A valuable lesson that Lightspeed learned was to be kind to the press. While he always wanted to treat the affiliates to special trips or parties for doing such a good job, he found out most of them didn't have the time. So, he took the press on a helicopter trip and in turn built solid press contacts, which led to good and bad press. "As the saying goes, there's no such thing as bad press, as any press is good press."
Audience members also asked which methods were best for marketing a product without breaking the bank. Most panelists agreed that webmasters should be utilizing sites such as PornoTube and XTube. "These sites continue to grow and you'll definitely reap the rewards," said Hurson.
"Be sure to post your 'bloopers' videos, as well," said Meklir. "You'd be surprised on how much traffic such clips would generate."
If a webmaster is new to the adult community and would still like to gain even more innovative marketing strategies on how to build a business, most panelists recommended attending one of the ad:tech shows that periodically take place throughout the year.
