Promotion with a Powdered Wig

One of my first marketing jobs required me to travel to various U.S. cities promoting a line of European flooring. It was not a high volume product for the company, rather it served as a door-opener for the products that drove more revenue and profit. Niche specialty products of excellent quality can accomplish this because they provoke interest even if their price point or perceived maintenance requirements keeps them relatively unknown outside high design circles. For a trade show of a couple days’ duration, I had to wear an 18th-century-style dress made of the flooring product. The European stylists gave me a powdered wig to complete the look. That was truly memorable marketing.

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