Adam & Eve: Almost Recession-Proof
You know the economy is in bad shape when private companies issue press releases boasting that sales weren’t down by all that much.
Adam & Eve, which sells adult entertainment products, announced last week that its 2008 sales were strong. Yes, that’s a bit vague: The cataloger’s 2008 sale were actually down 3.6%, though its orders had decreased only 1.3%.
So Adam & Eve customers are still buying its products, the company said; they just aren’t spending as much per order. What’s more, the merchant’s sales for November and December were up over 2007—while most, more-conventional gift retailers had a horrible holiday season.
Merchants like Adam & Eve should be doing well right now: Consumers aren’t leaving their homes much. They’re not taking vacations, they’re not dining out as much, and they certainly aren’t out at the mall shopping. (And if they are out shopping, they’re not buying.)
Adam & Eve, which incidentally reported higher sales of massagers last year, did see an anticipated drop in product sales from the traditional print sources. But it had double-digit growth in sales through radio and television marketing channels 2008.
Maybe that’s a good strategy to reach couch-bound consumers in 2009: Tap the TV marketing channel.
February 12th, 2009 at 1:05 pm
Of course, an even more cost-effective way to reach and stay connected with one’s customers is through email marketing. Used properly in conjunction with one’s direct mail efforts and catalogs (if applicable), the ROI of this multi-channel strategy will far exceed any other marketing initiative and ensure top-of-mind awareness with your customers when they’re ready to get off the couch and buy.