I´m in Las Vegas today, covering the Affiliate Summit West, and as I was touring the Forum Shops at Caesar’s Palace, I saw the Banana Republic store with their testimonials smeared all over their glass fronts, touting the fit of their pants.
The first thought that popped into my head was, "Hey, I´ve heard they have great pants, I should get a pair and see if they fit me as well"?¦". I turned to my husband, aka the camera man, and told him we needed to try their pants. And as I was explaining that I´d heard they were great pants, I realized I´d heard it in my own head, from the many times I have read those reviews on their glass walls. Now, folks, that is great advertising.
Those testimonials had me believing the pants were a great fit, even though they were complete fabrications from their marketing department. Making someone who is relatively savvy, fall for a testimonial is pretty slick. And, considering how savvy today´s consumer is, the message they´re communicating is sound and is resonating. Way to go, Banana Republic.