Know-How Exchange : Advertising/PR

My husband loves going into those kind stores and buying any of those things. As only a recently married woman, my old beaus enjoyed it to. So my concern with your idea isn't from the view of Phil-- that few men buy those kind of things-- but that I don't agree they feel uncomfortable doing it. The experience, the anticipation, is almost part of the foreplay. What I think would make them uncomfortable is having a stranger bring those things to them for their wife/girlfriend.

If my husband/beau whatever goes to a store that sells toys or lingerie, the staff is really pretty clinical and benign. There is a whole different image (surely the wrong image but non the less) ,coming to my mind that my man called some woman to bring him lingerie and toys -- even if it was for me. Close the door to his office and go over these things-- I don't think so. And I know my potential reaction would be at the top of my man's mind. (Or better be) and that would make him uncomfortable. And I don't know any man who'd want that at his work place. Even the players. And to schedule a time during working hours for something this personal? I don't think that would be good in the boss's eye. Where do you envision meeting them if not his office? His home? That won't work either.

So, to move forward with your idea- -I'd create a men's night in more public places. Off the top the only place I can think of is a men's salon or health club. The other thing is to market yourself like a shopper service, to pick the perfect intimate gift. But the flip side of that-- an "intimate" gift picked by an outsider is an oxymoron.

I'm agreeing with where both Phil and Carol came out -- I think the niche you're targeting is all but non-existent. I don't see a way to change attitudes and behaviors enough to make this a viable market segment for you.

The good news is that this is researchable. If you really want to proceed, perhaps you need to interview a dozen people in your target audience and see what THEY have to say.

We are looking at this from a marketer's point of view, and what you need is the perspective of your target audience. Sure, some of us are men and some have purchased lingerie for women, but that doesn't make us any more expert than anyone else when it comes to attitudes and behaviors.

Your best bet is to research your target audience ... or hire a professional to do the research for you and report results.

You might consider doing additional research - interviewing the women whose men purchased specific items for them - and their reactions. If you can create a list of "most loved" items (not by sales, but by personal reactions), you may have something your demographic is looking for: ROI on effective gift purchases!