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Will Work for Shoes: The Business Behind Red Carpet Product Placement

Overview

Get huge, powerful, cheap exposure for your brand by harnessing the star power of celebrities.

If you want your product to be a household name, look no further than the so-called Rich and Famous, who, as Susan Ashbrook shows in this practical, star-studded guide, wield potent influence over the buying public. Through colorful stories straight from the red carpet, hard- won lessons taken from years in the industry, and interviews with the top names in celebrity marketing, ...

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Will Work for Shoes: The Business Behind Red Carpet Product Placement

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Overview

Get huge, powerful, cheap exposure for your brand by harnessing the star power of celebrities.

If you want your product to be a household name, look no further than the so-called Rich and Famous, who, as Susan Ashbrook shows in this practical, star-studded guide, wield potent influence over the buying public. Through colorful stories straight from the red carpet, hard- won lessons taken from years in the industry, and interviews with the top names in celebrity marketing, Ashbrook shows you how to

- get your product on the body or in the hands of a celebrity
- connect with stylists, publicists, and other handlers who have access to the star
- avoid awkward product-celebrity match-ups and find the perfect person for your brand
- execute a celebrity marketing campaign for next to nothing
- get valuable loaned product back from sticky-fingered stars
- prepare for the attention and increased demand when you have a celebrity hit

Though focused on fashion, Ashbrook's advice is applicable to almost any type of product, and she makes a brilliant case for why placing products with celebrities can increase sales more successfully and economically than traditional advertising.

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Product Details

  • ISBN-13: 9781608321445
  • Publisher: Greenleaf Book Group, LLC
  • Publication date: 9/1/2011
  • Pages: 224
  • Sales rank: 739,740
  • Product dimensions: 5.90 (w) x 9.10 (h) x 0.90 (d)

Table of Contents

Introduction 1

1 What's Red Carpet Marketing All About? 5

2 Tiers of Celebrities 25

3 Tiers of Events 31

4 Persistence and Change 47

5 Magazines, Television, and the Power of the Internet 59

6 What Can Go Wrong 79

7 A Marketing Mecca for Any Product 93

8 Preparing for Hollywood Promotion 109

9 Getting Your Product to a Celebrity 129

10 Finding a Celebrity with the Right Appeal 147

11 Building Relationships 165

Conclusion 181

About the Author 183

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Sort by: Showing 1 Customer Reviews
  • Posted October 13, 2011

    Free Goodies

    Anyone in this modern age who has watched an award show or picked up a pop culture publication can wonder how these beautiful people always seem to have the right clothes and look.
    Thanks to Susan Ashbrook, they can now cash in on their celebrity by getting products for free or at least borrow them for a night on the town. For the last twenty years, Susan Ashbrook has been involved in celebrity product placement.
    It does make sense to do so. It may take fifty thousand dollars to put a full page ad in the People Magazine but less than that if a celebrity is wearing a particular product and their smiling mug is plastered on the glossy pages.
    In a step by step approach, Ashbrook does a marvelous jobs of the dos and don't of this public relations industry. She shares her good stories when a photograph. Kim Basinger in Escada dress after her 1998 Oscar win made all the right publication. She also warns of celebrities not returning products or worse yet not wearing them as promised.
    This book takes you behind the Hollywood glimmer and gives you a behind the screen tour of the magic of Hollywood.

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