For product demonstrations on broadcast segments, a "product sandwich" approach should be used to balance promotion of the brand and not annoy producers. The sandwich involves declaring a trend at the start, then naming the product being used, and finishing with the technique. An example is given where a makeup artist discusses the summer trend of using bronzers for a natural tan from a bottle. They name the XYZ Brand Beautiful Bronzer being used on the client and demonstrate the figure 3 application technique. This allows viewers to learn what to purchase while satisfying producers that the focus is on identifying trends and techniques rather than an unpaid commercial.

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.