At 2013 AEE: AVN session on promoting brand features porn stars, sex-toy manufacturer

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Las Vegas- from www.lvrj.com – The conference room in the Hard Rock Hotel held almost 70 people, wearing various forms of business dress. Collared shirts, brown loafers and smart hairstyles filled the room. They came to hear about using different forms of media to promote a brand.

Their gurus? Only those who know best: two porn stars, a sex-toy manufacturer and a social media expert.

Through Saturday , the 2013 AVN Adult Entertainment Expo has taken over the Hard Rock Hotel. The show is bringing an estimated 30,000 attendees to Las Vegas with $38.2 million in nongaming economic impact, according to the Las Vegas Convention and Visitors Authority. The show is open to the public

Sherri Shaulis, senior editor with AVN Magazine, moderated the discussion.

“There’s no reason to shoot anything and put it just in one place anymore,” said Joanna Angel [pictured], founder of the website Burning Angel.

Content delivery, she said, should be executed online and via DVD, but even there content producers should think imaginatively.

“Don’t lock yourself into a formula, because the world is changing,” Angel said.

If you want to make a movie, for instance, do it. It doesn’t have to be an epic that lasts for hours. Make a 30-minute flick with one woman. It should do the trick, as long as it’s hot. Then, post some of those (nonsexual) movie stills on Facebook and other websites to promote.

“It’s a good way to do quick and immediate marketing. And put it right in someone’s face,” Angel said.

And, she suggested linking directly to a website from Twitter, too.

“You have to know that everybody is inundated with (stuff) on the Internet every day. You have to put yourself in the consumer’s position. You really have to figure out how to do something interesting and pull people in,” Angel explained.

And social media is free and immediate.

Tom Stewart, president and founder of sex-toy manufacturer Sportsheets, said his company uses online videos to help promote products and that better explain their processes to consumers than ad copy can.

Lauren MacEwan with 7 Veils, a social media and marketing firm for the adult industry, said that creating a unique online personality and building relationships with potential customers is paramount, and you can showcase that personality through multimedia platforms.

“That’s where new media really comes into play,” MacEwan said.

She suggested sharing different images across social media boards, to make each experience unique. And content creators should focus on one board until you build an audience there, then branch out.

While some social media sites aren’t very adult friendly, there are ways around that. Businesses and performers can build personal blogs or sites that don’t feature adult content, then you can link to them from Pinterest and Facebook. From there, you can direct customers to your adult site. In any case, it helps get your brand out there.

“You can attract more of an audience that maybe wouldn’t come by otherwise,” MacEwan said.

And on YouTube, posting behind the scenes videos or promo videos that don’t feature adult content also can help promote your brand and still fulfill the site’s terms of service.

Gabe Rubin, CEO of Global Adult Group, attended the lecture. His membership site, xxxgamergirls.com went live in November after a year of development work. The site is geared to gamers and allows players to interact while playing games such as chess or checkers.

Thus far, he’s had trouble coordinating members and performers being online at the same time. But, he uses social media to get his company in front of a new audience, and he said it’s been helpful.

“Twitter is very useful,” Rubin said.

Down the road, he’s planning to create a network of membership sites targeted to specific audiences.

“Because the adult industry is saturated with free content, it can be said that the adult website and the member are both seeking the next step of interaction. That is really Global Adult Group’s next step is bringing that next level of interaction to the web cam industry,” Rubin said.

But he wasn’t ready to release the details.

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