We have to admit, he’s quite the businessman.
Diddy is heading over to the Home Shopping Network to hawk his fragrances I Am King and Unforgivable, as part of the network’s mission to prove that fragrances can be sold on TV.
To gear up for Diddy’s appearance, HSN has built a special set that gives it a half presentation and half conversational format.
HSN’s CEO Mindy Grossman says their strategy is to tell a backstory and ├óΓé¼┼ôto bring the fragrance, the brand and who he is to life” and he will ├óΓé¼┼ôbe sharing his beliefs behind his fragrances, why he developed them and what are the reference points.├óΓé¼┬¥
The whole storytelling aspect is part of the networks strategy to create a more exciting distribution, which the hope will bring in over $400,000 when Diddy tells his “story” on November 30th between 11 p.m. and 1 a.m.
Hope Diddy has a convincing story and people are willing to buy without their nose.
[Image via WENN.]
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