“Ik wilde gewoon een lekker wijf op een billboard”
Verslag van Online Tuesday #46.7: Sex sells vs selling sex
Wulps over motorkappen gedrapeerde vrouwen, tandpasta’s die een onzekere man veranderen in een vrouwenverslindende Don Juan, wie kent ze niet? Veel merken maken gebruik van seks om hun waren aan de man en vrouw te brengen. Reden genoeg om de meest oktobereditie van Online Tuesday te wijden aan ‘sex sells’. Een kijkje in de wereld van seks en marketing.
Serge van der Hooft over ’s werelds grootste erotiekconcern
Serge van der Hooft, CEO van Beate Uhse AG, trapte de avond af. Serge neemt ons mee langs de geschiedenis Beate Uhse en de seksindustrie. Het bedrijf is genoemd naar de oprichtster. Het begon allemaal met een pamflet over anticonceptie. De vrouwen uit de regio wilden niet in groten getale kinderen op de wereld zetten in het na-oorlogse Oost-Duitsland. Dat mondde in 1960 uit in ’s werelds eerste seksshop. In Duitsland heeft Beate Uhse 98 procent bekendheid, vergelijkbaar met het niveau van Coca-Cola. In Nederland kennen we Beate Uhse vooral van merken als Pabo en Christine le Duc.
Een sprong in de tijd. Tot de jaren negentig bestond de seksmarkt uit VHS-videobanden, ‘cabines’ en bioscopen in red light districts. Het product was porno, gericht op de man. Ook postorder was een belangrijk kanaal.
Bron: Antony Stanley
De intrede van het internet in combinatie met de opkomst van speeltjes veranderde dit. Wat gebeurde er?
- De klant verdween uit de winkel, naar internet.
- Het aanbod is veelal gratis.
Kijken we naar online dan zien we de volgende tweedeling:
- Producten: voornamelijk door de opkomst van de vraag van de vrouw. Denk aan speeltjes.
- Videocontent: video-on-demand, maar ook amateurfilmpjes. Dat laatste gaat veelal op basis van revenue sharing met amateurs. Sommige mensen hebben hun baan ervan gemaakt en verdienen wel zo’n tienduizend euro per maand.
Van Mars naar Venus
Die nieuwe wereld bood zowel uitdagingen als kansen. De belangrijkste kans was de mogellijkheid om speeltjes aan te bieden aan vrouwen via internet. De belangrijkste uitdaging voor de branche is dat de klant nu bepaalt, terwijl daarvoor de winkels bepaalden wat het aanbod in de winkels was.
Andere uitdagingen zijn dat het online makkelijk is om prijzen met elkaar te vergelijken, en dat het internet geleid heeft tot een toestroom van veel nieuwe marktpartijen. Het was ineens voor iedereen mogelijk om een shop te beginnen. Dat is een groot verschil met de tijd van de catagolus, waarin Beate Uhse een monopolie had. Wat wel een voordeel is, is dat de markt an sich veel groter is geworden.
Beate Uhse koos ervoor om zich te richten op de vrouw in plaats van ‘de vieze man’. Het moderne assortment bestaat voornamelijk uit lingerie, speeltjes en beauty & wellness, die via internet worden verkocht. Daarnaast is het bedrijf gestart met verkopen van producten onder haar eigen merk. Ook zet het affiliatemarkting in om aan consumenten te verkopen, ze kunnen volledige drop shipment vanuit de groothandel verzorgen.
Net als andere retailers is Beate Uhse bezig met een omnichannelstrategie. Klanten kunnen producten die ze online bestellen naar een winkel laten sturen. Anderzijds kunnen klanten in de winkel, wanneer een product niet op voorraad is, deze direct online bestellen.
Serge geeft aan dat zij onderscheid maken tussen 4 soorten klanten:
- Fun-klant – Op zoek naar spanning/geintje
- Passant
- Cadeauklant – Die iets leuks cadeau wil doen, een keer geen Rituals
- Probleemklant – Die een (aan seks gerelateerd) probleem heeft en daar wat aan wil doen
Seks in marketingcampagnes
De 2e spreker van de avond is Sofie Rockland. Sofie komt zelf uit de fashion-wereld en is daarna 210th gestart. Onder dat merk verkoopt zij ‘producten om de communicatie mee te stimuleren’, producten waarmee stellen weer tijd en aandacht voor elkaar hebben. Het meest bekend zijn de verschillende spellen en pakketten. In de dozen vind je o.a. kaarten met 25 seksvoorstellen erotische voorwerpen (variërend van blinddoeken, en massagekaarsen tot vingervibrators).
Met 210th wil Sofie nadrukkelijk wegblijven van het platte vibratorhoekje van de Etos. In plaats daarvan zet ze sterk in op storytelling. Zo is er een 210th-hotelkamer in een hotel in Londen waar standaard een 210th-box aanwezig is en waar stellen de telefoon uit zetten en tijd & aandacht voor elkaar hebben. Ook werkt ze met kunstenaars om invulling te geven aan de campagnes.
Seks in reclames
Sofie neemt ons mee langs verschillende manieren hoe seks kan worden ingezet voor promotie:
- Seks is grappig. Voorbeelden zijn Friesche Vlag (zie hieronder) en de recente campgne van Radio 538.
- Seks is op het randje. Seks is ‘edgy’ en balanceert op het randje tussen wat wel mag en wat niet. Dit blijkt weer eens met een campagne van Suit Supply. De beelden zorgden voor veel ophef en PR en werden van Facebook verwijderd.
De ‘sex sells’-campagne van Diesel (waarvan 1 beeld bovenaan deze post prijkt) zorgde eveneens voor veel ophef. Ook Axe zinspeelt veel op seks.
Er zijn ook oudere voorbeelden te bedenken. Wat te denken van de reclame ‘Tease‘ van Centraal Beheer en Mercedes’ sex sells billboard.
- Seks is provoceren. Hoewel je bovenstaande voorbeelden ook als provocatie kan zien, benadrukt Sofie deze categorie nog eens apart. Sofie vindt Agent Provocateur een mooi voorbeeld. In de campagne ‘Don’t forget Valentine’s Day!’ spreekt het merk de vrouw aan.
Is het seks of de ophef die ‘sellt’?
De laatste spreker van de avond is Rob Heilbron, mede-oprichter en voormalig marketingadviseur van Sapph, het lingeriemerk dat zich onderscheidt met o.a. ‘pakkende’ abri-campagnes. Rob Heilbron heeft in het verleden O’Neill naar Europa gebracht en is daarna bij Sapph aan de slag gegaan. Rob is recht voor z’n raap en vertelt graag. In een discussie met moderator Bram Koster vertelt Rob over zijn ervaringen.
Hoe groot was het succes van Sapph? Op het moment dat Rob instapte bij Sapph, bedroeg de jaaromzet 150.000 euro. Een jaar later was dit opgelopen tot 1,1 miljoen euro.
Het concept van de uitingen van Sapph was simpel. “Pure geilheid”, aldus Rob. Het verhaal van Sapph is er een van ophef. “In plaats van plaatjes op internet‚ wilde ik gewoon een lekker wijf op een billboard”, aldus Rob.
Vanwege het blootgehalte en het ‘Photoshop-gehalte’ zorgde Sapph zelfs voor kamervragen, vlogen auto’s uit de bocht en werd het merk als ‘vrouwonvriendelijk’ bestempeld. Als Bram vraagt naar hoe Rob daar over denkt, in relatie tot bijvoorbeeld de ‘echte vrouw’-campagnes van Dove, is Rob duidelijk: “Moeten wij dikke vrouwen op billboards zetten om vrouwen die er niet uit zien goed te laten voelen over zichzelf? Dan moeten ze maar geen twee keer per week naar de McDonald’s gaan.”
Ook kreeg het Sapph het aan de stok met Marlies Dekkers, omdat de ontwerpen “teveel op die van haar leken”. Dat mondde uiteindelijk uit in een jarenlange strijd in de rechtbanken. Alle ophef die dat veroorzaakte, heeft Sapph geen windeieren gelegd. “Het verschil was in het begin 2 ton vs. 30 miljoen euro omzet”, aldus Rob. “In een strijd tussen David en Goliath hebben mensen vaak sympathie voor de eerste.”
Online vs. offline
In de tijd dat Rob bij Sapph actief was heeft hij nooit online kanalen ingezet. Ook was er geen online verkoopkanaal. Inmiddels heeft Sapph wel een webshop, maar daarvan verlopen de verkopen relatief slecht. Grote verkopers als Wehkamp en V&D doen het goed, zo stelt Rob.
Sex sells, ook als het niet relevant is?
We noemden al eerder dat seks een gevoelig onderwerp is. Het is daarom niet vreemd dat de afzender erg bepalend is in hoe er op de advertentie wordt gereageerd. Voor een jong, nieuw of rebels merk – daar werkt het voor. Voor Beate Uhse veel minder, juist omdat ze er met hun aanbod dichtbij zitten. Als niet-sexy merk is het makkelijker seks te gebruiken zonder kritiek. Het wordt dan sneller humor.
Partners en sponsoren
Online Tuesday is het maandelijkse event over online marketing dat wordt georganiseerd door Marketingfacts, Traffic4U, NEWPEOPLE, DQ&A Media Group en PostNL.
De events worden mede mogelijk wordt gemaakt door onze sponsoren Nextail, MeasureWorks en Massarius.
Data-gedreven digital marketeer. Resident bij Amdax en Woonduurzaam. Daarnaast vertel ik vaak als spreker over data-gedreven marketing. Auteur van het boek Data-bedreven marketing. Eén van de twee Groene Nerds.
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