Popularity by association
In a post about the stars of "Gilligan's Island", David Dalka aptly derives the power of associative branding from an amusing news item involving the prohibited pot smoking habits of now-aging hottie, actress Dawn Wells, who played one of America's favorite girls next door, Marianne. The original source, Yahoo Buzz Log cites:
The story stirred a tremendous amount of interest in Search—but not about Dawn Wells. Instead, lookups skyrocketed for Tina Louise, the va-va-voom redhead who played Ginger on the show. We registered an astonishing 13,076% rise in demand for her name (compare that to Wells' 5,860%). Just the thought of Mary Ann triggered all these luscious old memories of Ginger, Ginger's photos, and Ginger's legs. Searchers also boosted "tina louise news" and "tina louise now." What would the Professor say?
It appears that chatter about Marianne brought on more than twice as much pubescent re-collection of Ginger.
Isn't there a similar effect on sales or interest in a product when it's worn or used by a celebrity? Doesn't trade news or the popularity or notoriety of a well known competitor increase interest and demand throughout the industry? If this is true, wouldn't a salesperson's memorability be increased if he were recommended by a popular and trusted advisor?
- Imagine the magnifying effect if more than one reputable advisor introduced you to their client or prospect
- What's the affect on your relationship with the referred prospect when these advocates revisit with them?
- How much more successful will you be in completing business with recommended prospects from trusted advocates?
What can you do to be 3 times more popular?
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