Michelle Schettino: Cream New York is a high-end designer boutique located on Manhattan's Upper East Side. [It] opened in May, and [was] looking to raise public awareness to attract chic and savvy shoppers from the New York area, as well as out-of-state and internationally.
What made The Tyra Banks Show such a good hit for it? How did you pitch the producers there?
Schettino: Tyra Banks reaches a huge audience of fashion-conscious women, which makes it an ideal target. We had worked with the show's senior producers in the past, and in this case they approached us with a concept and asked us to help develop a segment that incorporated the boutique. The challenge was we only had three days to organize an event that made sense for both the show and Cream New York.
Did you media train the boutique's owners? What other information did you provide to clinch placement?
Schettino: We didn't have to do media training, but we did arrange for jewelry designer Nicole Romano, whose products are available at Cream... to talk on camera about her 2009 spring line. We also created a guest list mixing New York-based socialites, magazine editors, and other media types, and secured last-minute sponsorships from VeeV spirits and Svedka Vodka... and AJ Maxwell's Steakhouse.
What was the impact of the hit?
Schettino: The segment was very impactful. Cream's exterior and interior signage had on-air screenplay, and the boutique was mentioned by [Banks] herself and got a rolling screen credit. Cream New York and Nicole Romano have since received multiple inquiries as a result of the segment.
Name: Michelle Schettino, senior account executive at Fingerprint Communications (New York)
Placement: The Tyra Banks Show, November 5
Pitch timeline: One week