by BIG Mike McDaniel

With so many different programs, and reruns and re-packaging of older programs, we can assume there are few people on planet who do not know about Bob Vila. Starting with original "This Ol’ House" programs on PBS in 1979, Bob Vila and his empire, have grown into a major force in Home Improvement Television genre.

The professional salesperson can learn a whole lot more from Bob Vila than how to screet concrete or put mud on drywall.

Bob Vila is a study in brand awareness. Bob is brand. The challenge was getting people to recognize, and ultimately respect Bob Vila, as THE home improvement expert. Whatever he did before that first TV program is inconsequential as is whether or not he can saw a board of drive a nail (something he does verl little of on his show).

Bob Vila became a household name. Brand awareness to highest degree. So high in fact that Sears asked him to be a spokesperson and that killed his deal with PBS (his first network gig). Now Bob has "Home Again with Bob Vila", "Bob Vila’s Guide to Historic Homes" and others plus specials, books and tapes and even "Bob Vila’s Home Design" series on two CD’s (handsomely packaged, of course). They are recycling first PBS shows and calling them "This Ol’ House Classics". Bob is a TV pitchman, too. He sells credit card debt reduction and every product Sears can come up with, plus a closet full of books and videos.

This didn’t happen by accident, but by clever design. The design element continues today, every time you see him on tube. How did he do it? Simple, all he did was tell all people on TV to call him by name, over and over. A lot like subliminal advertising. You don’t realize you are getting message. A typical segment of any of his programs, past or present, might go like this:

Bob: Today on our show, Fred Murtz is going to show us how to cut a board with a handsaw. Welcome to our show Fred.

Fred: Thanks, Bob, glad to be here.

Bob: You’ve been cutting boards for a long time