Remote Point Of Purchase Dynamic Display Network the Latest in Adult In-Store Marketing and it’s Working!
Albuquerque, NM - Here in heart of this nation’s Great Western legacy with its history and tradition of El Camino Real, a lone retailer of adult movies, toys, lotions and other exclusively sexual items, has set up a new and immediately successful method to market adult products in his stores.
Robert Costa, the owner of VC Distributors, reports immediate increases in sales of products on the screens and better customer interaction. “We’ve even had to place tabs in the racks to indicate where the movies are that are on the screens. 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.” Mr. Costa has placed two LCD or Plasma screens in eight of his thirteen stores. He has contracted with a dynamic signage company who manages and operates everything for the program including production of the dynamic signs and the soliciting of the industry for their participation in the point of purchase marketing project.
“We have some of the leaders in the industry participating Vivid, Adam & Eve, California Exotics – we hope to have more.” The initial response immediately indicates that a large percentage of the 64,000 shoppers that shop in Robert Costa’s stores each month are being influenced by the screens. There are already reports according to Mr. Costa showing an increase in sales for the specific titles being promoted on the digital screens. “We know it works,” says Steve Fecske, President and founder of ODBN, Inc., the company that provides the turnkey service.
Mr. Fecske indicated that within the next 30 days the 30 minute loop should be sold out. Currently the companies that are taking advantage of this new and innovative method for marketing to customers when making their buying decisions are: Adam & Eve, Vivid Pictures, California Exotics, MD Science Labs, Jill Kelly Productions, Nectar, DVSX, Purrrfect Video, Zero Tolerance & 3rd Degree, Black Widow Productions, System Jo Lubes, Don Goo and Phoenix Releasing.
The Adult Store Channel also gives suppliers some new oversight and attention for their products in the stores – a new way to track their sales in the stores - something they were not previously able to do and to have retailers making sure the product on the screens are available. “The key to the success of this program requires close collaboration between the retailer and their distributor to make sure when someone asks for a movie they see being advertised that the clerk can immediately find it. That’s why we have printed tabs for markers in the racks because people have been asking and they’re not easy to find.”
The dynamic billboard network provides a tool for the retailer to provide the guidance for the products and companies that should be solicited. The companies that agree to pay for the opportunity to stand out in the stores get the benefit of the marketing. The cost to market is about $65.00 a month per store.
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. 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.” Mr. Fecske went on to say that the price would be dictated by the number of stores that eventually participate, but the more stores that do, the less the cost per store becomes.
The belief is that dynamic billboard advertising at the point of purchase in adult stores will become a main staple for marketing to adult consumers. “With so many products in our stores - we need to be able to influence sales and increase awareness of what is there, which will result in greater revenues and repeat customers. In fact we have picked up lines that had never done well for us and now sell.” said Mr. Costa.
Robert Costa, owns and operates thirteen stores stretching South from Albuquerque to El Paso. He 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. Mr. Costa has now successfully implemented the network and it is running in 8 of his 13 stores. He explains that though stores are now mainstream and everyone who works in them are open minded and willing to serve his customers, many people who come into his adult stores are still reluctant to ask for help. They have an idea of what they want but they’re certainly open to suggestion. I know that for a fact and I know that most are afraid to ask for ideas about what to buy.” Mr. Costa explained how he thought about the idea years ago and why he has now acted on those ideas and installed a state of the art point of purchase dynamic display network in the Albuquerque and El Paso areas. “When I saw the mainstream stores starting to use plasma and LCD screens to sell products then I knew it would help my business and so far I’ve been right.”
It was through his distributor, New Beginnings, that Robert Costa was introduced to ODBN, Inc. - the first company to offer dynamic signage to the adult entertainment industry, having deployed dynamic billboards in over 50 locations in 10 cities that include night clubs, gentlemen’s clubs and casinos reaching an “age restricted audience” - perfect for adult entertainment marketing.
Robert Costa contacted ODBN and asked them to set up a dynamic signage network in his stores. The two Companies agreed to enter into a business relationship in which they work together to increase sales in the stores. ODBN operates and administrates the network which includes offering the loop for advertising and producing and distributing the 60 second dynamic signs that play in the stores every moment of every day the store is open; 17 hours a day.
Robert Costa and ODBN created a media program to increase sales of the products in the store by offering his vendors, suppliers, movie makers, publishers and manufacturers an opportunity to distinguish their products to his 64,000 monthly customers.
If you are interested in more information please call Steve Fecske at 661-222-9595 or email him at [email protected]
