Celebrity Product Placement 101

This post can originally be found here

red-carpet-package

Any small business owner who has experienced the “magic” effect of successful celebrity product placement can tell you: celebrities equal sales. As a publicist who works in the celebrity space, I can tell you that celebrities also equal placements, which, when executed correctly, is good for both you and for your clients.

If you’re interested in starting a celebrity program for your brand, here’s a little food for thought:

Does Celebrity Product Placement Make Sense for You?

Celebrity product placement can mean a huge investment of time, effort and money, so it’s important to be realistic. If your brand is a high-end accessories brand, you have a much better chance of leveraging the “celebrity power” than, say, a brand of patio grills. Similarly, getting an endorsement for your $2 lipstick from a celebrity who is used to wearing Dior is going to be pretty difficult. Be honest with yourself when determining if a celebrity outreach program makes sense for your brand.

Identify Your Influencers

It’s practically impossible to directly reach a celebrity. However, Hollywood is full of gatekeepers, or influencers, who can help get your product into the hands of stars. These gatekeepers include celebrity publicists, managers, agents, makeup artists, wardrobe stylists, hair stylists, etc. Depending on your product or service, you may target different groups of influencers to get your product in the hands of celebrities. Be careful to identify which influencers are right for your brand.

The “Wow” Factor

Celebrities receives gifts from brands every single day. Nice gifts – we’re talking thousands of dollars worth of swag and high-end goods and services. It’s not enough to have a high quality good to get a celebrity fan; you have to go the extra mile when it comes to presentation. This sounds easy enough, but be careful: creating special presentation can become expensive very quickly.

Quantity

When developing a celebrity product placement strategy for your brand, be aware: you’re going to have to send out a LOT of free product/offer a lot of free services before you’ll see any ROI.

The Delicate Art of Follow Up

When you’ve made the investment of sending a product to a celebrity or offering your gratis service to the celebrity, it is tempting to want to get an endorsement right away. You were nice enough to give them your incredible one-of-a-kind product, so why wouldn’t they jump at the chance to tell you how great it is, right?

Wrong.

First, celebrities are very busy and you’ll be lucky they ever actually use, wear or even see your product. Second, if you have sent to a particular celebrity’s manager or publicist, they don’t care about getting you feedback (especially if you’re not paying for an endorsement).

Instead, learn how to gently follow up to ensure the celebrity received your product and offer to send more should they desire.

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