All three adult studios split exhibition space with Venus Sex Shop & Video, a popular provider of DVDs and novelties to the Mexican community.
“We’d like to thank Venus for the invitation to participate in the Show,” Zero Tolerance President Greg Alves said. “It was important for us to be here because we have long identified the Spanish-speaking consumer as a target demographic. That is obvious, as Zero Tolerance is the only company to consistently offer a Spanish audio track on our DVDs.”
Also in tow for the trip south of the border were pornstars Alektra Blue, Angel Dark and Zero Tolerance contract girl Courtney Cummz. Cummz was featured on the popular Mexican music program “Telehit.”
Reaching out to its Mexican fans has long been part of Zero Tolerance’s marketing mix. In March, San Diego’s F Street Adult Video & Gifts included a promo for Zero Tolerance on its billboard on the Mexico side of the U.S.-Mexico border.
“We approached Zero Tolerance for the billboard because they are the first company to offer the Spanish audio track on every DVD, and clearly label that on the front cover,” F Street's Ben Gonzales said. “Zero Tolerance is already reaping the benefit among the Hispanic market here in San Diego.”
Spanish-language promotions are part of the company’s M2M Program according to Zero Tolerance’s Scott Stein. Launched earlier this year, M2M stands for “manufacturer-to-merchant” program.
“In all of our marketing meetings and scheduling, we plan on attacking that market,” Stein said. “When you look at the sheer numbers, they necessitate it. It just makes sense — and, we hope, dollars.”
