CEO Éva Goicochea found she had little trouble pitching her sexual wellness startup's line of condoms, vibrators, and lubes to investors.
Goicochea estimates the company will be profitable in 2021, which she attributes both to capital-efficient management and a marketing operation that keeps her brand at the front of customer's minds. People's sex lives are constantly in flux, which makes their product purchases unpredictable. The Maudern started off as a small occasional blog featured in Maude's marketing emails. Goicochea decided to develop it further when she realized customers were clicking through to read the articles as much as they were clicking through to view products. Since then The Maudern has grown to three sections, each targeting a different age demographic.
While running a fiscally tight ship has helped Maude, Goicochea believes, "What's more important is thinking about how you can create brand affinity that is very hard for other brands to just come and take." Businesses can take ownership of their area of expertise by building up a cache of regular content wrapped with their byline and branding.Goicochea estimates that a third of Maude's sales are driven by traffic coming from articles that mention her product.
A key part of getting journalist's attention is understanding that what they want to report on may not be exactly the same as what you want them to.
eva_goicochea getmaude Is it actually easier to talk about sex these days than it is to talk about shit? eroscoaching