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
Viewerslearnpreciselywhatproducttoshopfor and the producersgeta compellinghow-tosegment.
Everyone feelsthe segment’spointwastoidentifyatrend andhow toachieve it. The product name only
supportsthat -- althoughitdoessowell enoughtodrive traffictocounter.Everybodywins.