February is Condom Month! Or so a distributor’s email announced earlier this week.
Condom Month, which targets all types of condom awareness, is just one of many months and days recognized by myriad organizations — universities everywhere, the American Sexual Health Association, the Centers for Disease Control and Prevention (CDC) and so many more. These months and days highlight various issues related to health, gender, sexualities, etc. And though bringing awareness to these types of issues is important, campaigns that tap into things like condom month are also directly tied to potential mainstream attention and increased sales.
According to Anne Hodder, CEO and lead educator behind the sex-positive PR, marketing and sex education hub, Hodder Media, “Companies often bank on themed months for promotional campaigns because not only does it better the chances of a successful mainstream connection, but it ties directly into sales — and ultimately, all campaigns have one main goal: increase revenue.”
For instance, according to Hodder, “Anal August is huge for many retailers and manufacturers because the month is dedicated to destigmatizing anal sex while providing educational support to consumers curious to learn more and, in turn, buy product.”
“Masturbation May is also a big month for many companies, retailers especially, because almost any sex toy or intimate product can be enjoyed for self-pleasure,” she added. “Dedicating an entire month to a natural, healthy form of self-pleasure acts as a kind of ‘permission’ to consumers who might not otherwise have shopped for, or even considered using, a pleasure product.”
According to Hodder, Fun Factory and The Pleasure Chest are just two adult-centered spaced that have successfully utilized themed months for promotions.
Though this year’s Condom Month is probably out (2019 though?!), there’s no reason why you can’t be thinking about Masturbation May and Anal August – and also Pansexual & Panromantic Awareness Day (May 24), Orgasm Day (July 31), National Healthy Skin Month (November) and any number of other awareness months and days coming up.
Here’s a handy link (updated regularly) to all of them.
If you do want to plan a campaign around on of these awareness days or months, here are a few things to be mindful of.
1. Think about your campaign strategy: What are you going to do, and how much lead-time do you need to accomplish it?
2. Create day/month-themed offers: To promote your campaign, you’ll need to create special offers that engage the awareness month or holiday. This may include discounts that you can provide to your customers or special content/products.
3. Consider partnering with another entity or group: Be it inside the adult industry or a mainstream space, partnerships will increase your reach and augment your message.
4. Prepare your social media strategy — and no, this doesn’t mean stage a bunch of auto-tweets.
5. Consider planning an event. This can be IRL or online, but find a way to focus your promotion around a special and specific event that ties everything together.
You may be thinking — I’m a hosting company, there’s nothing we can do to connect with Anal August! — but let me be the first person to tell you, you’re wrong. These awareness months and days are ripe for your engagement, you just need to be creative.
Image via ‘Robert Owen-Wahl’ Link: CharterForCompassion.org.
