April 23, 2013 Leave a Comment
Sometimes , a product just doesn’t need us.
No advertising dollars were spent to launch the brand, according to its founder.
Say it isn’t so! Nope, nada. Instead the sassy girdle-gal relies on four key promotional elements to keep everyone’s bottom line bottomless:
Word of mouth. Not the WOM we know as a tricky social media component, but good old-fashioned tell-a-friend. Stylists got wind, and then Gwyneth P.
- got wind, and well, that’s all you really need.
- Cool packaging. Instead of the beigy, blendy look of most pantyhose and other “foundational” wear, Spanx used cartoons, hot colors and phrases like “Spanx make your butt look better.”
- Oprah. Getting the big O to use your product is priceless.
- Sara herself. The founder personified her own customer, and so it’s a passion pursuit.
So, Sara is not our client.
Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, and LinkedIn