In yesterday’s third chapter of our week-long “PR and Porn” series, performer/producer Joanna Angel described her entry into the adult entertainment industry and the events that inspired her to dedicate her career to her company, Burning Angel Entertainment.
Today, she discusses some very old-school PR techniques that she used expand her brand in a challenging market.
After Joanna attended her first AVN Expo in Las Vegas in 2004, she made a few key decisions:
“I decided I wanted to be one of those big studios, but I wanted to do it my way. I wanted to show people what I thought was sexy– so I went home and made it happen.”
How did Joanna promote her company in its infancy?
“We didn’t have the money to do big ad campaigns or market research like real businesses, so we reached out to friends and fans and had them hand out stickers and flyers wherever they went–it was real ‘grassroots’ marketing. I grew up in the punk scene, where people help each other out, and I posted stuff all over MySpace, Friendster and all the punk and hardcore message boards. Friends who ran little record labels put our ads on their sites. I tried to get our name out in whatever avenues were either free or affordable.”
Burning Angel’s PR efforts slowly grew more organized.
“I got to know all the New York party promoters I could, and we helped each other out. Every good party needs hot girls, so I brought my girls to events, we’d dance and have fun, and the promoters would put the Burning Angel name on their flyers and banners. We still do that today.”
“We pay very little for advertising. Our whole marketing strategy is really based on trading favors.”
Her first big move was producing the company’s debut full-length DVD.
“Something about putting out a DVD, a physical product, lit a fire under my ass. We started to get more press–someone wrote about us in the New York Times, then we started getting calls from Hustler and other big magazines and setting up meetings with big distributors. We were on the map.”