I’m not a marketing expert, but here’s an idea that could be a way to bring naturism to the attention of a lot more people. As far as I know it hasn’t been tried before for promoting naturism. Some existing naturist organization or organizations will have to pick it up and run with it. That’s probably not likely, but I’ll put this out there anyway.
This method may help promote naturism in general as well as organizations that use it. Perhaps it’s already been considered. It’s a contest/sweepstakes kind of thing. Yes, that sounds kind of hokey – but such is the essence of marketing. It does mean there are legal technicalities to consider. But the payoff could be large. Not only does it help promote the sponsoring naturist organization (“SNO”), but there could be large benefits for naturism itself.
The idea is to get people to post on Twitter (or Facebook, Pinterest, etc.) mentioning something provided by the SNO. For instance, it could be an ebook about naturism (e. g. “How to enjoy nude recreation”) or a gathering at a naturist resort sponsored by the SNO. There are a number of possibilities. To enter the “contest”, someone only needs to post a link to a SNO page that describes the thing, and notify the SNO online somehow. No actual purchase is necessary (legal requirement).
The “prize” to be offered could be, for instance, airline tickets and admission to a naturist resort or gathering someplace nice (California, Florida, Jamaica, Vera Playa, etc.), or a nude cruise, for the winner and a friend. If it’s a resort or a cruise, the provider of the prize might assist in the project (donating all or part of the cost, for instance). Additional secondary prizes could include naturist books, T-shirts, some number of admission fees to a naturist resort or spa, and so forth. Lots of possibilities.
Promoting either an ebook or a gathering admission could offer lots of benefits to the SNO and naturism. The first is simply to increase awareness of the SNO and naturism. Then if someone actually purchases whatever it is, there will be some profits from the sale. In addition, once the buyer takes advantage of the purchase he/she is more likely to learn about and become involved with the SNO and naturism.
Of course, I realize that all SNO’s finances are limited. The promotion alone could bring in some profits from sales of an ebook or gathering admission. The provider of the prize could help with the expense. A small naturist organization could also look into using a crowdfunding site like GoFundMe for this specific purpose.
There are good psychological reasons why this kind of “contest” could be an effective marketing tool. To begin with, most people like to enter lotteries and sweepstakes in the hope of “winning” something. The main marketing problem naturism has is that most people don’t really understand it and are afraid of possible downsides. But by entering a contest and admitting to others they’ve thought about naturism, people may be motivated to learn more about it. Taking specific actions about something (e. g. signing a petition) is known to increase involvement with the thing.
Another nice characteristic is that “word of mouth” is considered the most cost-effective sort of marketing, for many reasons. Almost any “product”, including naturism, gains credibility when other people see that a friend of theirs is interested in it. There’s motivation to look into something a friend suggests because, presumably, a friend’s opinion is important and is probably more credible than conventional advertising. Another factor is the notion of “triggering”. This means connecting an idea (naturism) to a specific person or other familiar thing/event/concept. The reasoning is that people are likely to think about the idea whenever they think about something familiar connected with it. In this case, that would be not only a friend who suggested the idea, but also the familiar idea of lotteries and sweepstakes. (“Hey, my partner and I might win a nude cruise!)
So that’s the marketing suggestion. Let’s see whether anything comes of it.
Reblogged this on Naturist Holidays in Europe.
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NAKd.life is planning some things for the future (capital is required for any sweepstakes). One issue that helps every contest is brand recognition. Word of mouth and advertising can only help so far as the contestants remember who you are. Building brand is first, and no naturist organization is part of the zeitgeist yet.
AANR is probably the leading contender in the US or maybe YNA, but both would need to become a serious presence in the media for a while before the acronyms become as common as AARP or… *blank*
Good point about brand recognition. It’s necessary to start somewhere working on that. The contest/sweepstakes might help. The first objective is to motivate people to post about it on social media. Can give extra chances to win for each medium posted on. Next try to get media attention with press releases, especially in appropriate niche locations such as travel magazines.
While demographics are important – Nike doesn’t advertise to the elderly – being a name & logo that is instantly recognizable is the first step. “Appropriate niche locations” will limit the demographic unnecessarily. Again Nike, octogenarians may not wear them, but they’d know to buy them for the grandkids. That’s what we’re working on now, what many organizations are doing – getting to the point where the logo & name are associated with a message or product without explanation.
The sweepstakes will then work much better because even those who wouldn’t agree with the entire message (Taiwanese child factory workers) would still participate or pass on the news to those who are in the demographic.
The only way I see the sweepstakes idea working right now is if the prize was coveted by everyone, not just nudists. A clothing optional resort reservation wouldn’t work, a new car might but that has nothing to do with the message. Hmmm…. gotta think some more.
Well, if the criterion for running a sweepstakes is being a “brand name” for the general public, I don’t think that’s gonna happen in the foreseeable future as far as any naturist-related thing is concerned. I’m not even sure naturism should be more than a relatively small niche. If it were ever large, then it would be the province of names like Carnival Cruises, Sandals Resorts, etc. However, in the past relatively niche businesses such as Publishers Clearing House have used sweepstakes effectively, and that started in 1967, only 14 years after founding, so I doubt it was a brand name then, and it’s not clear it is now.
By “niche location” I meant things like travel-related publications. That would include glossy travel mags, AAA mags, and so forth. Travel isn’t an especially small niche. A related niche is camping/hiking, which isn’t especially small either. How big would you say a niche needs to be in order to support “brand names”? Seems like there can be “brand names” within smaller niches. TNS and AANR are brand names in the nudist/naturist community, though somewhat weak ones. But they badly need to stop their membership decline. Their problem is that they appeal mostly to older people, and younger people hardly at all. What’s true now, but wasn’t in the past, is that viral publicity on social media is very cheap – if you can get people interested in social nudity, especially young ones, to participate in the contest. That’s what the sweepstakes idea is designed to do. The number of people who follow nudist/naturist sources on Twitter, Facebook, Reddit, etc. is probably at least as large as the combined membership of TNS and AANR – yet most probably aren’t currently members.
An excellent example. PCH didn’t have much going on, yet could offer the one thing a bookstore couldn’t… volume discount prices. The Amazon of the 70s. Columbia Music followed suit and both capitalized on Sears catalog-sales trend. PCH used the sweepstakes as a marketing vehicle. A household name even to those who never ordered from then. Getting celebrity endorsement helped.
How much do you think Miley Cyrus would charge?
Cool article and reblogged on internationalyn.org with thanks!
Reblogged this on Naturalian's Blog and commented:
What a good idea….