“We’re not even talking to those people. They should go to cheap rentals or gemachs"
“T
he goal,” said Avi Brachfeld, brandishing his Expo marker like a baton, “is to establish a climate of need.
“We can go on and on about elegance and beauty and special nights. But the message we must get across is: A Yocheved Lewin gown is something you need — not deserve, need, you can’t get married otherwise — that changes your entire identity, who you are as a brand. Anything less than a Yocheved Lewin gown is cheating yourself of a basic right — the right to own your wedding.”
Was this guy for real? I looked around the conference room, at the note-taking marketing team with their intense expressions. At my sister, nodding along with utmost earnestness, eyes trained on the Smart Board that was covered in colorful diagrams and mind maps. I contained a snort.
“And once we establish this need, this urgency, the customers walk into your lap like this.” He snapped his finger. “Like puppies.”
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