ODBN, a leading company in the digital signage industry, has developed a new point-of-purchase marketing program that involves using a dynamic billboard network that plays advertising loops in stores.
Robert Costa, the owner of VC Distributors, reported immediate sales increases and better customer interaction after implementing ODBN’s new program.
It was through Costa’s distributor that he was introduced to ODBN, believed to be the first company to offer the network to the adult industry for marketing purposes. The company has deployed similar billboards in over 50 locations in 10 cities that include nightclubs, gentlemen’s clubs and casinos reaching an age-restricted audience.
Costa, who owns and operates 13 stores stretching south from Albuquerque, N.M., to El Paso, Texas, saw this technique for selling at the point of purchase at a Macy’s when he was in Manhattan, resurrecting ideas he had for years about his retail business. He has now successfully implemented the network in eight of his 13 stores, which service about 64,000 customers on a monthly basis.
“We’ve even had to place tabs in the racks to indicate where the movies are that are on the screens,” Costa said. “My customers really like it and I think it’s going to be a marketing tool that other retailers will come to implement in their stores.
“I think the industry will come to love it because it will give them more control over their products and it will build more consumer awareness of their products, labels and talent. It also makes my sales people in my stores better too.”
According to Costa, there are already reports of an increase in sales for the specific titles being promoted on the digital LCD, or plasma screens.
“We know it works,” said Steve Fecske, president and founder of ODBN, Inc., the company that provides the turnkey service.
Currently the companies that are using the service are: Adam & Eve, Vivid, California Exotics, MD Science Labs, Jill Kelly Productions, Nectar, DVSX, Purrrfect Video, Zero Tolerance and Third Degree, Black Widow Media, System Jo Lubes, Don Goo and Phoenix Releasing.
ODBN is preparing to place screens in three of Kings Distributors' five adult stores in New York City and intends to expand as far as the adult retailers and suppliers will take it.
“There is a need to prove this method of marketing and we are going through that process now,” Fecske said. “The initial response has been overwhelmingly clear that this method works. So we do intend to expand but at the same time keep the cost to the advertisers at a rate that makes it worthwhile for everyone to do.”
If you are interested in more information, call Fecske at 661.222.9595 or email [email protected].
