| You've certainly heard the adage that you don't get | | | | henceforth asked to make humorous modeling videos |
| a second chance to make a good first impression. | | | | after everyone else was allowed out in public. We |
| What if there was a way to create the environment | | | | walked through the front doors of the Banana |
| for a makeover of that original first impression? | | | | Republic and they asked me to narrate the entire |
| About every six months a marketing research firm | | | | experience. I opted for my incognito voice as if the |
| contacts me. I started going to their location a few | | | | 'crew' and me weren't attracting enough customer |
| years ago for studies on topics like teashops, men's | | | | attention. |
| television viewing habits and underarm deodorant. I | | | | After Banana Republic and a stop at a redesigned |
| have since been promoted to the in-home camera | | | | and disappointing Gap, we sat down at a local |
| interview. Six months ago I gave a detailed account | | | | Starbucks where I was asked to play 'guess the |
| how the maker's of the Centrum multi-vitamin could | | | | clothing brand.' They must have had too much |
| be more creative in their marketing efforts. I looked | | | | caffeine and thought I was a former retail executive |
| straight into the camera and said, "What if Centrum | | | | who could give them the 'holy grail' answer on how |
| could be shrunk inside the body and went on a | | | | to make the best men's casual pants. I guessed a |
| voyage much like the ship in that 1960's movie, | | | | few top brands for the clothing I saw, but was |
| "Fantastic Voyage?" | | | | wrong on all counts. It was revealed to me that |
| I must have made a good first impression. This time | | | | Dockers was making this hip new clothing. I was |
| they sent a four-person interview team to do a | | | | shocked! I have an image of Dockers being this |
| study about men's pants. I had a cameraman, an | | | | generic brand of men's pants that are worn on casual |
| interviewer, and two 'observers' or perhaps mental | | | | days to the office. I even went so far as to say |
| health evaluators. We spoke about how I purchase | | | | that the name Dockers reminds me of those sailing |
| men's pants and the qualities I seek. Some of the | | | | shoes, Docksiders. Docksiders are no fashion icon |
| questions were a little myopic for my taste, but I | | | | either. |
| pressed on for curiosity's sake. Ok, getting paid for | | | | Next the two casual observers were revealed to be |
| the study had something to do with the motivation | | | | executives of Dockers, one being the Director of |
| to keep going too. After a good hour of questions | | | | Retailing. I was asked if I would give Dockers another |
| the entire crew wanted to see my small closet. It's a | | | | chance. Looking back I should have asked for a free |
| good thing my Mother taught me to keep my closet | | | | pair or pants too. First I was impressed that people |
| tidy. I narrated the clothes in my closet; their history | | | | from the company wanted to meet with members |
| and how they are arranged as if I was doing a travel | | | | of the public instead of waiting behind closed doors |
| show to attract off-season tourists. Next, I had to | | | | for the marketing research report. These executives |
| pull out all of my casual pants and trousers and put | | | | were hearing from me and dozens of people across |
| them on the bed. The 'crew' wanted to film them | | | | the country first hand. Second they really seemed to |
| and see everything in one pile. "Hey I thought I was | | | | be sincere and valued my opinion. They asked |
| the star!" | | | | meaningful questions and listened. There was not any |
| One of the observing women wanted me to put on | | | | hint of defensiveness although they could always |
| an outfit that I would wear to a client for an initial | | | | view the video and shout obscenities at me in |
| meeting. I didn't realize that I had to do a fashion | | | | absentia. From what I saw in the Dockers' |
| show on top of the closet invasion! I changed into | | | | photographs, I was intrigued enough with their new |
| one of my new suits and a crisp blue shirt and | | | | 'look' to put them on my list of places to visit for my |
| sweater. The video camera kept rolling, as did a still | | | | next purchase of casual pants. |
| camera. I was beginning to think that this crew was | | | | How can you change the initial impression you make? |
| a front for 'America's Extreme Wardrobe Makeover.' | | | | When I work with executives on their presentation |
| My next task was to put on an outfit that was | | | | skills we often use the lessons employed by the |
| reminiscent of a second or third client appointment. I | | | | Dockers executives. If you made a terrible first |
| had no idea were this was going, but I was going to | | | | impression or want to significantly improve the one |
| kick them out of the house if they wanted me to | | | | you currently have, you need to do the following, |
| don my pajamas. I put on a pair of trousers and | | | | (1) Meet in person - this tells your customers, |
| another button down shirt. The cameras kept rolling. | | | | prospects or even friends that you think they are |
| The crew looked at the time and said, "We need to | | | | important, |
| hurry to the Banana Republic and Gap stores around | | | | (2) Ask thoughtful questions - when you ask relevant |
| the corner to do some 'on the fly' shopping before | | | | questions it shows that your effort was well thought |
| the end of the study. | | | | out. Spending time preparing equates to a greater |
| Driving to the store, I was wondering when my | | | | feeling of worth on the part of others, |
| video clip would show up on or another website. I | | | | (3) Listen without judgment - in order to value |
| haven't had this much fun in front of the camera | | | | another person's opinion fully, we must listen without |
| since I was in my high school modeling club. Back | | | | making an opinion, |
| then I was filmed advertising an umbrella. I twirled it | | | | (4) Present a united front - you need to know what |
| around my arm and before it made a complete | | | | you stand for consistently in order for others to |
| revolution, I smacked myself in the face. A few | | | | respect you, and |
| seconds later I opened it up, tripped and fell to the | | | | (5) Be patient - it takes time to change an initial first |
| floor since I couldn't see where I was going. I was | | | | impression. It might take months or years. |