marketing a culturally sensitive product . . .

I ordered a dozen bottles of something called "Sphincterine"
http://www.mintyass.com/ to sell in my barbershop on a trial basis. I'll
be marketing my barber services primarily to the sort of crowd who read
underground newspapers (here in Dallas); the sort of progressive open-minded
crowd. But I expect to end up with a mix of 2/3 progressives and 1/3
culturally conservative folks, who I'd like to keep as customers, and I'm
trying to think of a way I could let my customers know that such a product
is available without offending anyone who might view it as being a "rude" or
improper sort of thing to have in the shop.

I'll be taking out a small ad in the local underground papers, so I'm
thinking I could add a phrase to the ad saying something like, "Sphincterine
Now Available!" or even "This coupon good for $2 reduction on Sphincterine!"
I figure then I could keep it under the counter, out of view, and sell it
only to those folks who know about it and specifically ask for it, and spare
those who might take offense the pain of knowing I traffic in such things.

Anyone have any other ideas how I might approach this?

Thanks,

-Tock

"Tock" <tock@sbcglobal.net> wrote in message
news:cuiprs02mbk@enews2.newsguy.com...
>
> I ordered a dozen bottles of something called "Sphincterine"
> http://www.mintyass.com/ to sell in my barbershop on a trial basis. I'll
> be marketing my barber services primarily to the sort of crowd who read
> underground newspapers (here in Dallas); the sort of progressive
open-minded
> crowd. But I expect to end up with a mix of 2/3 progressives and 1/3
> culturally conservative folks, who I'd like to keep as customers, and I'm
> trying to think of a way I could let my customers know that such a product
> is available without offending anyone who might view it as being a "rude"
or
> improper sort of thing to have in the shop.
>
> I'll be taking out a small ad in the local underground papers, so I'm
> thinking I could add a phrase to the ad saying something like,
"Sphincterine
> Now Available!" or even "This coupon good for $2 reduction on
Sphincterine!"
> I figure then I could keep it under the counter, out of view, and sell it
> only to those folks who know about it and specifically ask for it, and
spare
> those who might take offense the pain of knowing I traffic in such things.
>
> Anyone have any other ideas how I might approach this?
>
> Thanks,
>
> -Tock
>
Not to be condescending, but have you tried selling a crucifix to a Muslim?
Or a Bible to a Buddhist?

You are betting your business on an impossible premise. Chose which market
you want as your 80/20, and if you see the 20/80 potential, open a store
down the road to cater to that group.

Your note struck real fear for your life when I read it. It sparked images
of right to life people torching abortionists.

I don't think this great US of A has reached the kind of tolerance you could
build a business on. Be careful.

Wayne

> I ordered a dozen bottles of something called "Sphincterine"
> http://www.mintyass.com/ to sell in my barbershop on a trial basis. I'll
> be marketing my barber services primarily to the sort of crowd who read
> underground newspapers (here in Dallas); the sort of progressive
open-minded
> crowd. But I expect to end up with a mix of 2/3 progressives and 1/3
> culturally conservative folks, who I'd like to keep as customers, and I'm
> trying to think of a way I could let my customers know that such a product
> is available without offending anyone who might view it as being a "rude"
or
> improper sort of thing to have in the shop.
>
I've been in many salons and barber shops that have a few display areas for
alternative products. In the front they may have salon or barber items and
in the back, in a glass case they might have incense, bongs, crack pipes,
condoms, stuff like that under lock and key. It's in the back and I've never
heard any negative feedback. You could even have it behind a curtain and let
your open minded customers know to look behind the curtain for ...culturally
sensitive products....
Good Luck,
Dave

- - - - -
USA Business Resources http://www.Network2020.com/go
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Pre-Paid Legal Information http://www.Network2020.com

"Wayne Lundberg" wrote
> Not to be condescending, but have you tried selling a crucifix to a
> Muslim?
> Or a Bible to a Buddhist?

Well, once upon a time I used to sell religion to unbeleivers. Not much
difference, really, and judging from what I see around town and on TV, it is
an endeavor not without its worldly rewards.

I like to think I'm in a more honest line of work nowadays . . .



> You are betting your business on an impossible premise. Chose which market
> you want as your 80/20, and if you see the 20/80 potential, open a store
> down the road to cater to that group.

This would be just one product among the many I offer, all the others being
the usual variety of hair goops and soaps. I wouldn't think that offering
just one "colorful" hygenic product would constitute "betting on an
impossible premise."




> Your note struck real fear for your life when I read it. It sparked images
> of right to life people torching abortionists.

I've dealt with that crowd before, but no, I didn't write the original post
out of fear of violence. I'm just looking for some helpful suggestions,
really, maybe something constructive that I could use or build on.





> I don't think this great US of A has reached the kind of tolerance you
> could
> build a business on. Be careful.

True, I'm pretty sure the average American isn't ready for Sphincterine just
yet, but about half of my customers, I'm pretty sure, would regard such a
product as either a charming novelty or a useful product. I would expect
that such a product would prompt them to mention my shop to their friends in
their conversation thusly:
"Hey, did you know there's a new barbershop that sells Sphincterine?"
"What's Sphincterine?"
(a short explanation follows, filled with much joviality)
"Where did you say this shop was?"
(Name and location given)

Anyway, I figure some of the ultra-conservative folks would be uncomfortable
in an establishment that openly trafficked in such things, so I'm looking
for suggestions on ways to make both groups happy. Giving up before I even
start isn't really the way I do business; turtles don't get anywhere unless
they stick their heads out. Of course, you can't get your head cut off if
you don't stick it out, so ya, that's whey I'm looking for what my biology
professor used to call a fortuneteller who won the lottery -- a "happy
medium."

Thanks,

-Tock

<hinojo wrote
> I've been in many salons and barber shops that have a few display areas
> for
> alternative products. In the front they may have salon or barber items and
> in the back, in a glass case they might have incense, bongs, crack pipes,
> condoms, stuff like that under lock and key. It's in the back and I've
> never
> heard any negative feedback. You could even have it behind a curtain and
> let
> your open minded customers know to look behind the curtain for
> ...culturally
> sensitive products....
> Good Luck,
> Dave

Hmmm . . . ya, I think I could pull this off with a minor mention in some
local underground papers, and generating word of mouth by giving a sample or
two to gregarious customers active in the local community, and then get
customers accustomed to ask for it by name, and keep it stored out of sight
under the counter . . .

That's my plan . . . unless anyone could suggest an improvement?

10,000 thanks,

-Tock

[I ordered a dozen bottles of something called "Sphincterine"
http://www.mintyass.com/ to sell in my barbershop on a trial basis. =A0
I'll be marketing my barber services primarily to the sort of crowd who
read underground newspapers (here in Dallas); the sort of progressive
open-minded crowd. =A0 But I expect to end up with a mix of 2/3
progressives and 1/3 culturally conservative folks, who I'd like to keep
as customers, and I'm trying to think of a way I could let my customers
know that such a product is available without offending anyone who might
view it as being a "rude" or improper sort of thing to have in the
shop.]

Tock...

Response:

Think long and hard on this, my good man.
I know that wayne has made millions in business and I hope he does not
mind me saying so. My chips are with his warning in this case.
It's a "no go", with 33% of your client base being potentially dissonant
with the product and it's means of vending.
There is an old adage in the restaurant biz that "the only profit in
that last slice of a pie".

Be careful about setting up your back room etc. and about trying to sell
products "on the hush".
The appearance of what you would be doing could be far worst than the
reality of it.

You could easily be mistaken for peddling something illegal, and your
customers may not even tell you their objection.
If you tamper with 33% of your customers sensibilities, they have every
right to "vote with their dollars".

>From what I had seen a while ago, you have enough marketing savvy and
"oomph" to research and find other fine products to add to your line as
a integral line extension. Remember your positioning fundamentals 101.
You don't see Baskin robins selling condoms of 33 flavors in any "back
room". There is a very good reason for this: psychological Co-branding.
You are part and parcel to the brands you promote, and they are part an
parcel to you. Think of yourself as being in "showbusiness" in a sense.

Now, this product website has a bunch of bare behinds sticking up into
the air etc. and takes political jabs etc. etc. and may have been
humorous. But, friend, ask yourself if the image of this company is
something that is or is not what you are all about. If it is, by all
means shout it from the highest mountain top, with no apologies and no
regrets. If it's not, scrap it.

When you have nothing really to sell besides personal service... make no
mistake -- you ARE the featured product. To market with full potency
make sure that EVERYTHING about you aligns with your personal branding
statement. If you have not yet committed to a personal branding
statement, that's why the decision is unclear for you.

I have seen this sort of thing create a 3 month rise in sales then lower
for a year. IS it worth it?

B4 you answer.. here are some figures.

Lets say you sell the product in question for 10.00 and a haircut is
10.00 , just to keep the math simple. The exact figures don't matter as
much as the concept in this case.

The product is definitely in the novelty category from what I can see,
so you are not banking on long term repeat sales here. 1 or 2 bottles
may be all you get with 1 customer. How much "rear freshener" would 1
person need to use? Not much per use, so it won't sell in volume, like
say.. mouthwash.

So Lets say 10 bottles a week (100.00 less cost =3D 30.00 in profits). In
4 weeks you have 120.00 and in 3 months you have about 360.00 net gains
from product.

So you moved 40 bottles/ month x4 mos.=3D $360.00 profit. Yes, your sales=

could be higher or lower.

But while you were making that 360 bucks, your conservatives and
moderate types saw you taking guys back into your back room and the guys
rushing out with bagged "mystery" packages. Customers may never tell you
they are concerned. Lets say they just drop off. Not many people like to
be in a police raid. Remember, they have no idea what u are selling!

Each one that stops coming was dropping 20.00 a mo. for cuts. How many
do you need to drop off before you undo your profit from the spray?

Better yet, if only 10 drop off, you have lost $2,400.00 in a years
time:

2,400.00 - 360. =3D 2,040.00.

In this case, that's a $2,040.00 experiment you just did. A bit
oversimplified.

But because the potential losses far outweigh potential gain-- too
risky.

Or -- change your Market and fully commit to the other (underground
type) market, products, etc.

All the best,

~zion~

"Tech 22 22" <projectteamiii@hotmail.com> wrote in message
news:cv2koa030k8@enews1.newsguy.com...
\> Now, this product website has a bunch of bare behinds sticking up into
> the air etc. and takes political jabs etc. etc. and may have been
> humorous. But, friend, ask yourself if the image of this company is
> something that is or is not what you are all about. If it is, by all
> means shout it from the highest mountain top, with no apologies and no
> regrets. If it's not, scrap it.

This product the OP is considering seems like one of those products that is
purchased once for a laugh or for a gag gift for someone. It is not like a
haircut that the customer needs regularly -- or even shampoo, which everyone
uses. That seems like the essense of repeat business and a model that is
beautiful, and the envy of many a business person.

Also, I get the sense that the poster wants to -- at some level -- tweak the
conservative type people out there. I think that urge goes back to the 60s
where there was the image of the young person doing something outrageous and
there was the old WASP gasping with shock. The young rebel could feel smug
that he is enlightened and the dominant culture is archaic. The rebel would
not exist without the WASP watching and looking dissaproving. That old,
dissaproving WASP does not really exist any more. Heck, the rebelling youth
shows up in McDonalds ads. What could be more establishment?

As for me, I am socially liberal and have a live and let live attitude.
However, I would not come back to your shop if I saw that product on the
shelf. It is not that it would offend me it is simply that I would find it
uncouth. It is gross. Disgusting. Yuck. Frankly, it is just low class.

Maybe I am going to go to lunch right after my hair cut appointment.
Frankly, at the salon I want a relaxing place to sit and read a magazine --
and then have a hair cut and some conversation.

--
Robert Anderson