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Will Work for Shoes: The Business Behind Red Carpet Product Placement Hardcover – September 1, 2011


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Will Work for Shoes: The Business Behind Red Carpet Product Placement + Celebrity, Inc.: How Famous People Make Money + Understanding Celebrity
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Product Details

  • Hardcover: 224 pages
  • Publisher: Greenleaf Book Group Press (September 1, 2011)
  • Language: English
  • ISBN-10: 1608321444
  • ISBN-13: 978-1608321445
  • Product Dimensions: 9.1 x 5.9 x 1 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #1,157,422 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Susan J. Ashbrook has been involved in celebrity product placement for twenty years. She founded and pioneered Film Fashion, the first fashion product placement company in Los Angeles. Her first client was Ralph Lauren, and she went on to match top celebrities with a roster of clients that included Lanvin, Chopard, Swarovski, Escada, Isaac Mizrahi, and many more. She has also consulted for non-fashion brands like Nikon, Hasbro, and MasterCard. Ashbrook sold Film Fashion to the PR powerhouse Rogers & Cowan in 2008.

Customer Reviews

4.7 out of 5 stars
5 star
83%
4 star
8%
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2 star
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1 star
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See all 12 customer reviews
Informative and interesting.
Fashionista
I'd recommend this book to anyone and everyone who knows what they want but doesn't know how to get there.
Lyn
I thought the cover was nice and that's why I bought this book.....:)
Virginia Browning

Most Helpful Customer Reviews

1 of 1 people found the following review helpful By Catalina on September 30, 2011
Format: Hardcover Verified Purchase
Will Work for Shoes woke me up to the power of the Red Carpet. Susan J. Ashbrook makes it clear that attention to "details" when walking down the crowded lane of media exposure can be worth millions for both the product producer that is adorning the celebrity, and for the celebrity selected to be the virtual billboard for the product. It's a win win for celebrities and products. Any product. The book moves fast in a quiet, confident manner and dishes out information that everyone can find, at the very least, captivating and, at the most, a goldmine of marketing wisdom. Ashbrook, with her company Film Fashion, set a high bar for PR and marketing innovation. The book is up to date with information on every kind of media exposure. It is a must have handbook for anyone wanting to investigate every possible avenue to shine the light on product and/or celebrity. I found it fascinating how closely linked our perception of what is "in" is tied to what celebrities and product producers have negotiated behind doors and presented as the latest thing. It is interesting that the book itself is an example of what celebrity and product partnerships can do. This brilliant business woman, with her book, shares her savy insight about the role celebrities play in today's marketplace. It's a big picture window on how world culture is being shaped, and it's going to continue. Stay tuned. Read this book!!!
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1 of 1 people found the following review helpful By Dr. Wilson Trivino on October 13, 2011
Format: Hardcover
Anyone in this modern age who has watched an award show or picked up a pop culture publication can wonder how these beautiful people always seem to have the right clothes and look.
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.
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1 of 1 people found the following review helpful By Lyn on January 7, 2012
Format: Hardcover Verified Purchase
I LOVE this book!!! I was listening to an terrific interview with the author on Bloomberg radio and tracked her down thru Google. Not only is it easy and fun to read....it gives you all the tips you need to jump start your unique collection!! I'd recommend this book to anyone and everyone who knows what they want but doesn't know how to get there. Immensely enjoyable
and wonderfully affordable.
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Format: Hardcover
If you have never performed a celebrity product placement action before, WILL WORK FOR SHOES: THE BUSINESS BEHIND RED CARPET PRODUCT PLACEMENT by Susan J. Ashbrook is a book for you. I devoured this book in about two days, after finding it in Amazon for a super interesting price. It was so catchy from minute one that I really couldn't leave it. Mostly because of the tone in which it's written and the multiple practical examples and real cases the book offers. This book goes straight to the point (just like Ready to Launch: The PR Couture guide). This is something I deeply appreciate when I read a book because I want to learn something.
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: [...]
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By Steven on November 18, 2011
Format: Hardcover Verified Purchase
I too bought this book because of the cover. More importantly, i bought it on Amazon and down loaded it to my i-pad. Although it is a "industry how to" book I found it fun and interesting. Largely to the amount of web sites that Susan mentioned. Reading on my i-pad, I could just "click" on the web sites then and there and look up fun Hollywood stuf. Anyone that is into selling to celebraties should buy this book electronically, as it is a fabulous source of information. Well done Ms. Ashbrook. I hope more authors have your vision.
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Format: Hardcover Verified Purchase
That the book is about product placement is somewhat a misstatement. The book discusses in very generic level how to get celebrities to accept free products and use them in the public. The advises unfortunately have little outside generalizations like targeting a right product for right person, being persistent and creative. The book therefore stays shallow, consisting of small anecdotes, stories on how certain celebrity used certain free product and for that reason it offers little for someone who is interested in product placement.
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More About the Author

With an innovative entrepreneurial spirit, a keen eye for fashion and a warm personality, Susan J. Ashbrook blazed a trail for celebrity product placement and has created countless connections in the fashion world during her twenty years in the business.

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.




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Will Work for Shoes: The Business Behind Red Carpet Product Placement
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