Our turnover increased massively because we started doing PR
Sinful is an ecommerce store selling sex toys and accessories for couples as well as singles. Unlike most of their competitors in the industry, they have remained proper and sober-minded and at the same time have built up an excellent image and brand. We have spoken with Mathilde Mackowski, who is one of Sinful’s two co-founders, and the company’s spokesperson. Read this and be amazed about the fantastic PR-stunts they have made and how they have revolutionized their industry. It’s nothing like you have ever read before!
How did it all begin?
I founded the company with my boyfriend at the time, Tonny Andersen. It was all based on our interests in making our sex life more fun, adventurous and playful. We started Sinful in December with the dream to help other’s have more fun with sex and inspire them to make some changes to the way; they usually would be intimate with each other. So in the beginning, it was all just one big romantic dream, and it was just us, doing what we were already passionate about.
How did the company develop from there?
None of us had any ecommerce knowledge; I used to be an assistant at a realtor’s, and Tonny had been employed in a convenience store. We couldn’t decide whether we wanted to open a physical store or an online store — but the decision made itself. No one wanted to rent us their rooms or offices, when we told them, what we planned to sell.
We both quit our jobs and started to research on what systems and programmes to use and eventually launched the store. Tonny was in charge of the systems and applications, and I did all the text writing and product selection. After a year, we both went full time. We got our first employee and the turnover increased massively because we started doing PR. We never realised the importance of branding ourselves, before we saw the effect of it.
»The turnover increased massively because we started doing PR. We never realised the importance of branding ourselves, before we saw the effect of it.«
Mathilde Mackowski, CO-founder and spokesperson, Sinful
Up until 2012, things went well, but slow. But then some massive changes happened. First of all, Tonny and I decided to split up. We had become more best friends than a couple because we were working so closely. It wasn’t a bad breakup, it was an agreement, and we are still best friends today.
In 2012, we decided to move to Aarhus as well, and only one employee decided to go with us, so we had to hire a lot of new people too. We moved from 250 square metres to 800, and things took off from there. In 2013, we entered the Swedish market and recruited a Swedish girl — at this point we were 11 people. The same year, we decided to get a partner as well to be in charge of economics and administration — and we hired our best friend — so we did all of the no-go’s, but it has worked for us. In 2014, we were around 20 employees and today we are 40.
What systems did you choose back then?
We decided to get a Scannet platform but today we are using Magento, as we wanted something, we could develop in-house. Magento was also better for us, when we decided to go international. We have e-conomics and use Zendesk for support.
What is your most important marketing channel?
SEO, Adwords, and then PR. Everything is in-house. We should be in charge of our most important marketing channels as we know them best. We have one person on SEO and one on Adwords.
»Sex always sells, people tell me, but it can be too much — it’s about finding the balance.«
Mathilde Mackowski, CO-founder and spokesperson, Sinful
Explain your PR strategy
We have no strategy; everything happens spontaneously, as we are not afraid to try things. I have always liked the good story. When I was a real estate agent, I was introduced to doing different, innovative things — and we have done the same here.
Sex always sells, people tell me, but it can be too much — it’s about finding the balance.Among our tons of PR stunts, we have done Denmark’s sexiest name and sexiest town. We created that story based on the data we had on our customers, their names, and geographical area — and the media loves stories built on data.
»It’s all hard work, but if you provide the journalists with good stories, they will welcome your next one.«
Mathilde Mackowski, CO-founder and spokesperson, Sinful
What is your PR strategy?
Most importantly: Stay up to date. As an example, it recently came out that adults do not use condoms, so we decided to give away loads of them. All they had to do was send us an email, and we would ship them off. In January, we created a calorie calculator. Visitors should just enter their gender, weight, used sex positions, duration of intercourse, press OK, and then they could see, how many calories they had burnt during their latest intercourse.
That was super cool and was only invented because we kept in mind what the current tendencies were — and in January, it’s all about losing weight. Another example: I was on Mallorca last time there was election in Denmark, so I wanted to do something election-related. We came up with the idea of making a poll by selling red and blue dildos. They were cheap, as it was just a fun gimmick. We did statistics on the results, contacted news, and they came immediately and mentioned it in the news.
What is the most stupid thing you have done?
That must be, that we have been too slow at hiring more employees. It should not be down prioritised, and we have learnt from that, as we have already recruited five new people in 2016 alone.
What is the coolest thing you have done?
Definitely winning the Gazelle prize in 2015! Besides that, our PR this year has been super successful, the calorie calculator has resulted in masses of press coverage.
How have you reinvented the industry’s image?
It has been crucial to creating a sober looking friendly image, which people can relate to. The sex toy industry is seen by many as a shady industry, so it has been alpha-omega for us to signal, that it is a natural and everyday thing, which people shouldn’t be ashamed of.
»The sex toy industry is seen by many as a shady industry, so it has been alpha-omega for us to signal, that it is a natural and everyday thing, which people shouldn’t be ashamed of.«
Mathilde Mackowski, CO-founder and spokesperson, Sinful
It was mainly women, who were ashamed or hesitant to buy sex toys online, so the industry needed a person and a face to represent it, which ended up being me. No woman is afraid to ask other women for advice, and men don’t either. Our online store has a DNA and a feel to it that is streamlined throughout the entire site.
Every text is written in a certain tone of voice, and new employees are introduced to that ‘recipe.’ No one should come to our site and be disgusted or offended. A lot of our customers are couples too, and they should be able to enter the site, and both feel welcome. Our images are beautiful, stylish and not vulgar at all. It all has to be ‘edible’ and sober.
»Every text is written in a certain tone of voice and new employees are introduced to that ‘recipe’. No one should come to our site and be disgusted or offended.«
Mathilde Mackowski, CO-founder and spokesperson, Sinful
Our ‘about’ page is important too, as that is where our customers meet us, the people behind the page. We have photos of us and a good description of the company’s core values and mission.
What do you do on the Social Medias?
First of all, we are limited on the advertising part, at Facebook doesn’t allow us to advertise, as we are selling sex toys. So our sober, friendly and natural image shines through on our Facebook page as well. We try to create valuable, fun and exciting content, without being vulgar or shocking. No nudity and no nastiness. We want to come across as an energetic and welcoming company and removing the taboo of sex toys. The Gazelle prize has given us a lot of respect and credibility too.
What is your best advice, if I wanted to enter other countries?
It is a massive challenge. Understand that it is going to be difficult, it will take time — do not be impatient. It might be easier if you are selling a more regular product and not experiences or products with emotions attached to them. Investigate the market — is there room for you and is the market ready for you? Is it worth the time? It is time-consuming, and it has to be worth your time, as your focus will change from your daily tasks.
This post was originally published on the Sleeknote Blog.
