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LETTERS
Erotic Trade Only May 2009
ETO Mail
When you write to ETO you are airing and
E-mail your letters to:
sharing your views with the whole of the
editorial@erotictradeonly.com with ‘For Publication’ in the subject line.
UK adult industry.
Post your letters to:
ETO, Unit 15 Coed-Arian House, Oldbury Road, Cwmbran NP44 3JU.
Ladies night in Islington
On the 15th April 2009 Adult World went in there for two for the price of
teamed up with mega health club one cocktails after we had finished
chain Esporta to do a joint health and work!
beauty ‘Ladies Night’ promotion at We were originally helped by Sarah
their Islington Branch. Orchin of Apollo (now of the Adult
“Holding a Ladies Night could Group) to do some traditional Ann
bring in sales that the retailer would Summers-type parties in our stores
never have got normally” was the but we have now developed a lot
advice on the Welcome page written more variations of the theme - Ladies
by Dale Bradford in last month’s ETO, Lock-In’s, Private Ladies Only
but it is nothing new to us at Adult Shopping Experience, Ladies Only
World in Islington, as we have hosted Christmas Shopping Nights and other
numerous ladies-only nights since we similarly themed invitation nights at
opened the store just over 18 months all of our other more female friendly
ago. stores. I believe they are great fun
However, be warned it is not easy. but they will never let me in!
You can’t just expect loads of sex Billed as a night of surprises with
mad ladies to turn up - you literally luxurious beauty and adult fun, The
have to do ‘on street’ marketing and Tranquillity Spa Heath and Beauty
it was this that sparked off the Ladies Night had a superb ring to it
interest from Esporta when we called and everyone was really excited. The good news is that the Esporta motivated our staff was, including
in to see if anyone who worked there The Esporta offer was open to promotion went exceptionally well those left holding the fort, and how
would like to attend one of our Ladies members and non-members and and has potential. We all took money rejuvenated everyone was back at
Nights. They recognised that having included a free drink, goody bag, and orders, Esporta had lots of work next day. With all the doom and
some adult products for ladies to look hand massage and a fun adult booking for treatments and everyone gloom around at the moment it’s nice
at would add spice to their Health presentation by Sue Butt of Adult said Sue was terrific - I’d love to to be doing something different and
and Beauty treatment promotions and World. I was on hand before and after know what she said in her have fun for a change and it would
hopefully swell the numbers of people the event and was bowled over by the presentation! Even with five appear to have given everyone a real
turning up for it. So they asked us if quality displays that they had companies jointly promoting we could boost.
we could supply some products and produced in a very short time and still have done with a few more A big thank you to all our staff,
do a presentation. how professional everyone was. through the door and so it is wise to Esporta, Liberator, Joanna Lark,
Fortunately we have excellent They had transformed the slightly view Ladies Nights as a PR and Georgie Tier and The Living Room
female staff with passion and a sense clinical salon and treatment rooms marketing operation. But times are and Dale for the Welcome page tips.
of humour that are perfect for Ladies into the sexiest boudoir I have ever hard and it was a first time event and
Night events. Just as Dale (Bradford) seen! All our products were carefully we were very pleased. It was Stuart Inglis
had suggested, we normally supply selected by our store manageress particularly satisfying to see how www.AdultWorld.co.uk
the free champagne, chocs and mints Sue, and merged beautifully with
and usually choose a mid-week Esporta’s health products.
evening for our in-store Ladies Only As Dale said, these types of
It’s all in the timing
Nights. You can’t do it all the time, promotions can provide a welcome
but obviously the run up to Christmas boost to your takings if they go well
I would like to say thank you to the Mystery Shopper who gave our Stevenage
and Valentine’s Day are excellent and but as for making a profit on the
shop four out of five stars and to all of the industry personnel who took time
when you have a good reason to do it, night, it is very risky. You rarely get as
out of their day to call me to say “Well done”.
such as a new season’s lingerie many ladies as you had hoped for and
They same timing is everything - how very ironic.
collection. by the time you have factored in the
Sadly, a week or so after the ETO magazine hit my floor, we shut our
Again, as suggested by ETO, we lost, damaged, stolen stock, the
Stevenage shop for good. Obviously, the current economic climate has had a
involved our suppliers and invited giveaways, goody bags, prizes, extra
lot to do with the decision to close as well as personal health issues. For a
Liberator (bedroom adventure gear discount, flyers etc and paid extra
while there was a bit of interest in taking over the lease, but nothing came of
and new to supplying sex shops), wages and transport, you really have
that, so another empty shop.
Joanna Lark (fetish clothing) and to think about how to cover all the
I would just like to say that the support I have received from a few
Georgie Tier (Rude Cards 4 U) to angles to make it work.
members of our industry has been fantastic. I would like to personally thank
come along and join in the If you are thinking of doing it you
the whole team at ABS for their continuing support of my business and
promotion. Esporta also had the have to get the ladies through the
especially to Kate Hodgson-Egan for lending her ear on many an occasion.
nearby trendy lounge bar and door, so 90 per cent of your effort has
We are continuing to trade from our shop in Hertford and thankfully the
restaurant, The Living Room, who to go into your marketing if you are to
business that we have built up over the last four years has helped us. It has
regularly help with their promotions have a chance of doing well. You have
been a difficult few months both professionally and personally, but people
supporting the night. to excel in the event so your
often say these things can make you stronger.
Joint promotions are very good, not customers are satisfied and spread
Due to health reasons my workload is decreasing and although we will be
only for increasing the odds on the the word but you also have to provide
putting our Hertford shop on the market when the economic climate gets a
number of people who turn up on the incentives to get people back or to
little better, I would like to continue in this industry and will be looking at
night but as we have found more visit your website. Stuff them with
working from home on a new project, fingers crossed!
people get to hear about it and have leaflets, vouchers, discount cards,
I would just like to say many thanks to everyone that I have met over the
come into the store before and after maps of how to get to your stores, get
last four years and hope to catch up with a few of you at the ETO Show in
the event as well. Joint promoters contact details, get orders, get
July.
also end up doing more trade with booking etc and believe you can
each other, although I think the benefit from the increased business
Wendy Stevenson
Living Room won this one - we all in the long term.
SWALK Adult Store (formerly SA Lingerie)
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