Celebrity endorsements are a staple in advertising, with more than 20 percent of all ads today featuring a famous face, voice or likeness. Even smaller businesses are using celebrity spokespersons.
The reason is simple: Celebrities sell. Consumers pay attention to celebrities because they are attracted to the familiar. But celebrities don't have to be major national names. Local and regional "celebrities" can also help pitch a marketing message for your small business.
Three ways your business can use a celebrity spokesperson are:
- Advertising: Celebrities can pitch your product via print, television, radio and even online
- Appearances and events: Celebrities can make personal appearances for your business at events ranging from charity fund-raisers to grand openings.
- Media opportunities: your spokesperson can speak on your behalf on TV talk shows or at press conferences, trade shows or other media events.
Define your objectivesDetermine what you expect from your partnership with your spokesperson and how to best use their talents. Clarify your needs and expectations from the get-go.
Find the right fitIt's important that the spokesperson you hire is a good match for your product or service.
Plan well in advanceWhen deciding on a celebrity spokesperson for your business, start early. You should plan at least six months out. The bigger the name, the longer the lead time.
Consider the costsTalent fees and celebrity endorsements run the gamut from a few hundred dollars for a single appearance by a local DJ to far more for a big star.
Make contactTalent agencies, entertainment marketing firms and even speakers bureaus can put you in touch with potential celebrity spokespeople. Contacting talent can be easier than you might think.
- Don't be afraid to ask. Maybe that certain superstar is not out of your reach or budget.
- Consider "B-List" stars who may be more available and less expensive.
- Local celebrities or athletes may turn out to be your best bet.
- Make sure you have an "out" clause in case your celebrity gets negative press or is involved in a scandal.