Tag Archives: brand

Adobe: Make the sale, then stop selling

My mom used to sell food products and supplies to hotel restaurants.  Now, my mom is an excellent salesperson, but there were a few lessons she had to learn on the way.  One time, she was selling cases of “unbreakable” china plates to a restaurant in Colorado. Here’s how she describes the interaction as happening after her initial sales pitch.

Hotel Manager:”Wow, Lisa, those are some plates. We’ll take them!”

My mom: “Excellent. And just to show you how indestructable this china is, I’m going to throw this plate on the ground as hard as I can. Watch how it doesn’t even–….”

SMASH! “Uh…whoops…”

Needless to say, she didn’t close the sale. The lesson? In mom’s words: Continue reading

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COVERGIRL and Sofia Vergara: Wins on Video, Loses in Print

When I discovered that Sofia Vergara would act as one of the celebrity endorsers for COVERGIRL, my immediate reaction was “Yes! I love her!”.  While I don’t normally get excited for celebrity endorsers, Sofia Vergara has such a big, fun personality (as Gloria on Modern Family and as herself on the red carpet) that I couldn’t help but root for her.

Having the right celebrity endorse a product is almost like hearing a friend’s recommendation. There’s an implicit level of trust. After all, celebrities spend countless dollars and hours promoting a brand for us to remember and recognize them by–to feel as if we know them. And if an individual that I feel like I “know” tells me to buy a product, it carries more weight than some stranger.  That’s why the most effective endorsements play into what the viewers “know” about a celebrity into the company’s product pitch.

In Sofia’s case, her brand is well-established. Funny. Loud. Columbiana. Flirty. Smiley. See how well her personality/brand shines through in the COVERGIRL commercial below.

Continue reading

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