In general, Tumi has garnered MILLIONS of dollars worth of press exposure (according to their internal estimates) based on their involvement with Distinctive Assets. A basic cost of goods investment and a nominal placement fee have resulted in an ROI that has kept them coming back year after year. Their exposure has included product highlights (by name and product shot) on Extra, The Today Show, Access Hollywood, Inside Edition and The Tonight Show.
Leading Jewelers of the World
The promotion was simple and straight forward: Place expensive diamonds and jewelry on GRAMMY talent. Leveraging relationships with stylists, publicists and talent, Distinctive Assets achieved placements for red carpet ensembles and/or on-stage costumes with Patti LaBelle, Natalie Cole, Mya, Angie Stone and Nancy O’Dell (who also wore a second piece on a later edition of Access Hollywood with a rolling-screen credit to the designer). Celine Dion was introduced to the product line at the GRAMMYs and selected a $29 million dollar piece to wear for the closing number of her subsequent CBS television special.
Calista Flockhart received a Dritti T-shirt in a gift basket from Distinctive Assets and loved it so much that she wore it for an entire episode of Ally McBeal. Similarly, other T-shirt designers have seen their “gifts” end up on Beyonce Knowles on the cover of Ebony magazine and on Alicia Keys in People. When George Lopez and Constance Marie -- stars of ABC’s The George Lopez Show -- were gifted with ThéChos T-shirts backstage at the 4th Annual Latin GRAMMY Awards they opted to wear them during a subsequent episode of their hit show.
These $170 Swarovski crystal flip flops were worn by Debra Messing on an episode of Will & Grace (through our relationship with the show’s costume designer) and consequently placed in InStyle magazine through Distinctive Assets’ PR Department. Over 1,500 pairs were sold!
Contemporary Baby, a small Ohio-based company, was asked to participate in our 5th Annual “Everyone Wins” Nominee Gift Bag based on an offer from a Columbus television station interested in doing a segment on the gift bags so long as an Ohio company was involved. The owner of the company was able to leverage her involvement to also secure a local newspaper feature and an additional television interview for herself. Distinctive Assets specifically mentioned the Contemporary Baby product during interviews with both of the Ohio stations who participated in the “Everyone Wins” Satellite Media Tour as well as during a Columbus radio interview set up by Contemporary Baby. Just based on the local media attention they received (and in large part generated themselves), Contemporary Baby reported the following results:
Direct-to-consumer sales increased more than 100% over previous months in the 3 days following the local television interviews. Sales have continued to rise since then as well.
An additional retailer in Ohio was added and another is very interested. Two other Columbus-based businesses have contacted them about working collaboratively.
During the first week following the Oscars, more than 5,300 potential customers visited the Contemporary Baby Web site. This figure represents 54% of their total Web traffic during the preceding 12 months.
They also increased the number of subscribers to their electronic newsletter by more than 50%.
The Sak/Elliott Lucca
It’s no secret that the handbag business is fiercely competitive. Distinctive Assets has given The Sak and Elliott Lucca brands the edge necessary to stand out from the crowd while generating significant Hollywood buzz and increased sales with a results-oriented, multi-faceted program. Over the years, not only have The Sak and Elliott Lucca handbag brands experienced increased sales as a direct result of event participation (The Elliott Lucca handbag that was featured in the 2006 GRAMMY gift basket became a must-have on their Web site; in fact, they completely sold out of that item within one week!), but they've also garnered significant press across all forms of media, from TV and consumer print to Internet. Furthermore, The Sak and Elliott Lucca have been given the opportunity to interact one-on-one with high-profile celebrities at key events. In addition to these priceless introductions, we encourage our clients to nurture and grow these relationships to further the development of the brand/celebrity relationship. For example, Sarah Jessica Parker and Teri Hatcher personally called the brands’ PR Director to say thank you for their gifts!
Escada Sport, in an effort to target a more youthful audience, decided that participation in our GRAMMY Talent Lounge would provide the perfect opportunity to reach this precise demographic. However, they were skeptical about the benefits after participating in an unofficial Sundance lounge that netted no celebrities of note and therefore no useable photographs. Not only did they have the opportunity to put the Escada Sport product in the hands of dozens of A-list talent, but they were able to have five top female celebrities, including Teri Hatcher, Mary J. Blige, Kelly Clarkson, Kelly Rowland and Jennifer Love Hewitt, pose for photographs in an Escada Sport ski bomber jacket. The brand’s full-time publicist was able to use these photos to pitch the brand to top fashion media outlets.
Ali Rahimi is the maker of fine couture clothing and owns a small boutique in Los Angeles. Not only did we facilitate a heavily discounted sponsorship package for Mon Atelier at two previous Costume Designers Guild Awards (through our relationship with the show’s Executive Producer), but also leveraged personal relationships with two of the event’s presenters (Judith Light of Ugly Betty and Law & Order: SVU; Bahar Sumek of Saw 3 and Crash). Ali Rahimi loaned the actresses fabulous gowns which were photographed by Wire Image, Getty Images and numerous other press outlets. Judith subsequently introduced the Ugly Betty costume designer to the store, and Mon Atelier was asked to create her character’s wardrobe for four episodes of the hit show. We also worked with Mon Atelier to create a very special gift package for last year’s Oscar nominees, and we have been selling their exclusive silk neckties through our Corporate & Personal Gifting division.
AG Hair Cosmetics
AG Hair Cosmetics has had tremendous success with gifting through Distinctive Assets. According to their Public Relations and Communications Manager, they saw their exposure significantly increase in the press after being in the official GRAMMY gift bags. The number of salon clients who requested their products apparently rose as well. After success at the GRAMMYs, they decided to jump at the opportunity to be part of the “Everyone Wins” Nominee Gift Bags. They leveraged their involvement in every way possible, and their sales representatives went out very proudly to their salons with the news that we were in the high profile Nominee Gift Bags. As a result, they saw those specific products chosen for the gift bags fly off salon shelves.
With a minimal marketing investment, Carved Solutions decided to participate in our Backstage Gift Lounge at CBS’ “A Home for the Holidays” television special. Before the event, the company was admittedly struggling to get their name out there and to generate celebrity buzz. Using the celebrity access at that event and some basic press outreach following the show, Carved Solutions landed on the pages of O: The Oprah Magazine.
Within thirty days of its first event with Distinctive Assets, GUNNAR Optiks was highlighted on The TODAY Show and in InTouch Weekly. Distinctive Assets also facilitated an introduction to a national eyewear retailer which led to a sizable purchase order. At GUNNAR’s second event with Distinctive Assets, musician 50 Cent was gifted by the company’s owners and was so impressed by the product that he invested in the company and is participating in billboard advertising and other marketing endeavors. GUNNAR Optiks exemplifies the powerful results that are possible when a fabulous product is introduced to the right people at the right time.