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For Less Commercial-Sounding Broadcast Segments, Serve Up a Product Sandwich
Stylists,makeupartists,chefs –anyone doingani...
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Serve up a less commercial product sandwich

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Serve up a less commercial product sandwich

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Serve up a less commercial product sandwich

  1. 1. For Less Commercial-Sounding Broadcast Segments, Serve Up a Product Sandwich Stylists,makeupartists,chefs –anyone doinganin-studioproductdemonstration -- muststrike a balance betweengettingattentionfortheir brandand productsand notannoyingthe segment's producersby slippingin anunpaidcommercial. Remember,thisis earned media. To tone thingsdown,make a productsandwich.Stuff the productbetweenyour declaration of atrend and yourtechnique forachievingit.It'ssimple. Startby declaringthe trendyouwantto tell consumers about-- whetherthat’sfood-related,the latesthairstyle,afashionseenonthe runways,anew lookfor lipsor eyes oranythingelse.Next,name the productyou're usingtoachieve thislook. Finishwiththe technique,the pro'stipthatgot youinvitedinthe firstplace. Here'san example. It'ssummerandyou've beeninvitedonalocal TV show to share makeuptips.When it's time todemonstrate bronzers,your “productsandwich”mightsoundlikethis: TREND The onlyhealthytancomesfroma bottle orcompact. Many womenfindaquickbrush-on bronzerissimple toinclude intheirsummermakeupregimen. PRODUCT I’musingXYZ Brand Beautiful BronzerInashade that complimentsMelissa'sskintone. TECHNIQUE NowI use the side of a brushto sweepitina figure 3 on the spotsthat wouldbe naturally sun-kissed:forehead,cheeks,nose,chin..." Viewerslearnpreciselywhatproducttoshopfor and the producersgeta compellinghow-tosegment. Everyone feelsthe segment’spointwastoidentifyatrend andhow toachieve it. The product name only supportsthat -- althoughitdoessowell enoughtodrive traffictocounter.Everybodywins.

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