While a van advertising lubricants might not seem like an ideal mode of transportation, if you are the vice president of marketing for the lube company being pitched you might think of the O’ My van as the coolest vehicle ever.
The green van painted with loud images that represent the various flavor the lubricant maker offers more than make up for it’s lack of subtlety by introducing people to their products. In fact, more often than not the company’s founder Andreas Maulhardt is the one behind the wheel and he drives it throughout the Vancouver area on a regular basis.
“Wherever it goes he has people run up and ask for the samples. The van is a great conversation starter, a great way to get women to open up and ask questions about our product,” Jen DeTracey, who is the vice president of marketing for O’My.
Getting women to become comfortable with using lubricant is an important part of O’My’s marketing strategy.
"On a day to day basis women are not talking to their girlfriends about lube,” notes DeTracey. “Lube is a lifestyle choice, it’s not just because women are dry. It’s about making your sex life great. The mainstream’s perception is that if you have to use lube something is wrong with you.”
So the O’My van doubles as both a promotional and educational tool. “We utilize that van for the wow factor, then educate them about the products,” explained DeTracey. “A lot of women are worried about how their boyfriend will perceive them if they use lube – and the truth is, it doesn’t really matter to him. If it’s going to help him get laid, he’s for it.”
O’My tries to tie in their van with retail stores whenever possible. They pass out coupons for local retailers whenever they pass out samples.
“It’s a win for us because it helps push our product and it’s a win for the store because all they have to do is accept the coupon and place the lube in a prominent display. Not only do they benefit from selling our product, they also benefit from the extra foot traffic we send them,” noted DeTracey.
Currently O’My is beta-testing the van in the Vancouver area but if the concept keeps working they expect to expand the marketing program across Canada and the United States over the next year.
O’My lubricants are water-based, sugar-free and condom compatible. It comes in a natural flavor, as well as Strawberry Cheesecake, Cappuccino, Melon, Cherry, Pina Colada Passion Fruit and more.
For more information on O’My lubricants, visit Omyonline.com
