Swag Gag and why we don’t do lounges
There is only one natural place to begin the year in blogging and that is on Page Six! The Golden Globes are cancelled but the Swag Lounges live on….oh yeah — this is exactly where I’d like to begin. In this crazy flooded category of pregnancy and juve - why in the world would anyone waste a nickel (and it is so much more than that) of their limited budgets on Silver Spoon’s famed Baby Buffet (oh sorry, they do dogs too) or any other mass C list(see, I can be nice — page six called it “z list”) sampling events? Why, when targeted outreach is available (thanks to Amanda and her amazing team in LA) would someone just lump out the goods when FW offers direct access to the best of the bump and belly set? And with quite spectacular results (Julia Roberts nursing wearing Bravado shot and run everywhere for example). Again, this is a business. Sure, if you are just looking for some celeb encouters Swag Lounges might be just what you need. Or if your project analysis is sans a bottom line. But hey, don’t take my word on it - do the math: product+travel+staffing+media outreach+booth or display set-up = $$$. Let’s call it $5000 (and that is conservative). So then what? What if you could directly sample to targeted influencers and what if you could be in partnership with their stylists and managers to make sure they got what they wanted, when they wanted it in the right color and size. Hmmm, perhaps this would mean that they use it. And if they use it, they will likely get shot (maybe not on day one but eventually) using it…Ahhhh — happy influencers, using your product, being shot doing so with the blessing of their management. As my partner in crime Amanda would say “GENIUS”- and it is. And that is what we do.