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Will Work for Shoes: The Business Behind Red Carpet Product Placement Hardcover – September 1, 2011
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About the Author
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Growing up in the Midwest, Susan followed in the footsteps of her grandmother Pearl, who started several successful businesses at a time when being a female entrepreneur was a highly uncommon pursuit. After Susan left the Midwest she moved to New York, and later, to Los Angeles. She quickly fell in love with the excitement, beauty and constantly changing landscape of the fashion industry.
Following her position as the Director of Public Relations for designer Richard Tyler, Susan founded and developed her own company--Film Fashion, a groundbreaking agency that paired top celebrities with designers and fashion brands to gain international media coverage. The company landed Ralph Lauren as its first client and Susan has since worked with such A-listers as Angelina Jolie, Halle Berry and Jennifer Lopez and such clients as Lanvin, Kenneth Cole, Swarovski, Herve Leger and Harry Winston.
In 2008 Susan sold Film Fashion to the public relations powerhouse Rogers & Cowan. She is passionate about sharing her expertise and teaching others how to create new businesses and how to use celebrity product placements to boost brand awareness. Susan's first book, Will Work for Shoes (September 2011), details the art and business of red carpet marketing.
Ashbrook is available for speaking engagements which have included: The Fashion Institute of Costume & Design, Fashion Group International, Mastercard, and others.
Top Customer Reviews
Thanks to Susan Ashbrook, they can now cash in on their celebrity by getting products for free or at least borrow them for a night on the town. For the last twenty years, Susan Ashbrook has been involved in celebrity product placement.
It does make sense to do so. It may take fifty thousand dollars to put a full page ad in the People Magazine but less than that if a celebrity is wearing a particular product and their smiling mug is plastered on the glossy pages.
In a step by step approach, Ashbrook does a marvelous jobs of the dos and don't of this public relations industry. She shares her good stories when a photograph. Kim Basinger in Escada dress after her 1998 Oscar win made all the right publication. She also warns of celebrities not returning products or worse yet not wearing them as promised.
This book takes you behind the Hollywood glimmer and gives you a behind the screen tour of the magic of Hollywood.
and wonderfully affordable.
Will work for shoes is a book about celebrity placement, but it goes beyond the basics and shows you every single detail of it: how to get your product on the hands of a celebrity, how to decide whether a celebrity is worthy for your product or not, how to design a proper campaign, how to deal with the crew around the celebrity (networking is key!), how to convince this people that your product is the perfect match for the star, how to select the right media for the exposure, how to measure results and how to get ready for the BIG BOOM after the celebrity had used your product.
Read the full review here: [...]
Most Recent Customer Reviews
This book was very helpful with marketing to celebrities. It seems like a lot of work and money that many times are given as a gift to a celebrity but it may be just the thing to... Read morePublished on December 30, 2013 by Catherine Taylor
I recommend this to anyone starting a business so you can begin to wrap your mind around working with celebs. Read morePublished on September 14, 2013 by Barbra
This might a good book but I haven't had time to read its yet. I thought the cover was nice and that's why I bought this book.....:)Published on January 12, 2013 by Virginia Browning
Very few people/ books can explain to you exactly what goes behind landing a product on a celebrity. Read morePublished on October 11, 2011 by Aiisha