What is the best way to get a celebrity endorsement?
I am launching a new business online and know it would be extremely helpful to have a celebrity love the idea and endorse it.
What would be the best way to approach them? What would be the best way to have them WANT to endorse your idea or product?
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Jun 20, 2014
Kimberly, the answer to that is simple Lots, and I mean Lots of cash.. I had the opportunity while in the Air Force to attempt celebrity endorsements once.
If you are promoting a cause (saving the Green Headed Gecko) Spotted Cats. wild screech owls, etc. Animals before clothing, then maybe you could get someone to climb on board right away, but otherwise, unless your product is revolutionary, one of a kind world hunger defeater, you will need the green stuff, and lots of it. sorry if this bursts your bubble.
Jun 19, 2014
Hi Kimberly,
My first question would be WHY? I'm not totally opposed to celebrity endorsements, but only if they make sense. For instance, would you hire Kate Moss to wear your garments, only to have her fall off the wagon again? What about Jessica Simpson who refused to wear her own line of cheap clothes? Or Charlize Theron who couldn't simply wear a stupid watch?
Joseph's idea of hiring pseudo-celebrities with online influence is good but again, tying your brand to someone who has little to lose is very risky. So often, these celebrities can't stay out of trouble long enough to do your brand any good. And when the ship starts sinking, you are the left swimming with the sharks. Instead, save the money and headaches and do something creative instead.
Jun 17, 2014
Going after influential bloggers is smart, but you don't have to discount the idea of getting a celebrity t endorse your business. Getting connected to the celebrity is always a challenge. It may take a bit of research and a string of contacts to finally get in touch with the celebrity, and you may have to do it through an agent. If you do not have the money to pay for an endorsement, you might be able to work out a deal where you pay a percentage of revenue to the celebrity. The beauty of this arrangement is that you will pay according to the success of the product or service. The downside is that you will pay according to the success of the product or service. In other words, if sales are dismal, you won't have to shell out a bunch of money up front, but if sales are through the roof, you will pay a lot to the celebrity. In working out a percentage deal, keep in mind that you will be utilizing other methods to gain business, so it would not make sense to give away half the profits. Also, in the agreement with the celebrity, you should have a time frame for when the contract will be renewed, and you should specify a percentage of profits, not gross revenues. This would allow salaries and expenses to come out prior to the calculation of revenue payable to the celebrity. Keeping the time frame at one year or less will allow you to go after a different celebrity if you need to do so. Keeping the percentage down will allow you to go after multiple celebrities at once if needed.
Jun 17, 2014
Kim,
I am not sure that a celebrity endorsement will get you where you want to go. In light of your statemet "other patent" am I to assume that you have another paten that represents the beach product? If so, have you thought about licensing the product and distributing business to business rather than a retail strategy? Many of the general publc do not place high regard on celebrity endorsements.
But, if you are set on a celebrity representation, I suspect that you would have to carefully select someone that fits the value of your product. There are many agencies listed on the internet that represent celebrities. Many celebrities do care about what they represent. The agency would clarify who would have an interest. Good luck.
Jun 16, 2014
The best way to build your authority and position is to interview experts in your field and by doing so you attach yourself to their position by association. Many experts and celebrities will give free interviews to people who are truely looking to help others. Also make sure that you video the interview and then turn it into audio, and text to use in many different mediums.
Jun 17, 2014
I have been researching who a good match would be. I am hoping that since the idea is really helping out others there will be the right interest from the right person. I will be sure to video the interview and use it to the max I can :) Thank you
Jul 27, 2014
A little self promotion here. Once you find your "expert", we at SpokenInk help businesses do interviews just like you describe.
Jun 16, 2014
Well this is going back a few (20) years. Try the direct approach call them or their agent. I had a Cadet that wanted General Chuck Yeager give a speech at her graduation so I did some quick research and found a phone number for him. So I called and got his wife, asked if the General was in. He wasn't but I told her what was going on and if the General would be willing to assist. He was booked unfortunately but she did give me some other ideas. The main thing is give whoever you talk to your objective and since this would be an endorsement what they will be paid for doing it. The sad fact is most actors get paid for their endorsements unless they are tax deductible. If money is a factor then you may offer some other incentive (product, stock and so on). The main thing is when you pick up the phone make it sound like they are the one and only that can do the job.
Jun 17, 2014
Ha love it! Yes, giving that feeling that they are the one and only is GREAT advice! Thank you!
Jun 16, 2014
Creating a relationship with a celebrity is much like creating a relationship with a journalist.
-You first have to do your research to find celebrities that would be interested in your product.
-The level of celebrity can be related to a journalists circulation. A local celebrity will be easier to connect with then say an A list Hollywood celebrity.
-Consider how you can make your product topical and timely. Also, be clear about the level of endorsement you are looking for. Retweeting a few of your posts could be a good place to start and help to develop the relationship further.
Fostering a relationship with a celebrity may sound different than a media pitch, but the behind the scenes legwork is very similar.
Jun 16, 2014
Kimberly,
I have three suggestions.
The quicker and more costly approach is to higher a PR company to represent you and and your company. A decent PR company will have access to celeb's PAs, these are the people who are tasked with getting products into the hands of celebs, the first step to a cheap (non paid) endorsement.
Much more effort on your part but a great way to foster an actual relationship with a celeb is have a very robust and interesting social media presence of your own. When you have that in place find celebs with comparable interests and slowly foster a relationship with them over social media. Instagram is the hot platform today and a lot of B-listers are personally active, it's a great way to make connections.
Third, go local. Your's appears to be a Canadian company. Look for local media figures like news anchors, local interest bloggers with larger readership, home town celebs and approach them directly. You'll find that local celebs are much more approachable and more interested in helping local business people out. If this works revenue goes up and you can consider my first step more seriously.
Good luck!
Jun 16, 2014
It depends what you mean by "celebrity". If you're talking TV hosts, musicians, pop stars, etc, you're almost certainly going to have to pay. Their agents work hard to protect their brands and will always be careful to use their air time and column inches to promote their own messages.
If you are talking about using an expert in the field or a name that is well known to your relevant audience, then social media and bloggers are your friends. Use social media to get to know your audience and the relevant influencers. Engage with them and build relationships, don't go in for the hard sell straight away. Explain how your idea or project adds values, is different from others and what makes it, and you, unique.
Good luck.
Jun 16, 2014
Thank you, that is great advise. Always being positive and building strong relationships is what I'm in business for… it helps me do what I do day to day :) I do need to focus more on getting the message on why my product is different and unique… I'm not good at adding a personal touch so thank you for the encouragement.
Jun 15, 2014
What Joseph said is true, bloggers and vloggers in many cases have more followers than high profile celebrities and should be your first point of contact.
In the case of actual celebrities, most of whom have their own social media team who delete your messages to them, your first point of contact should be their agent. IMDB Premium has lists of all the agents and contact details.
Some celebs and bloggers will let you advertise directly through them without actually endorsing it. So you place your ad on their site or social media:
https://buysellads.com/buy/detail/138096
Jun 16, 2014
Thank you, I will look into IMDB Premium. I also think I will focus more on the bloggers as you and Joseph suggest. I love the way people are confident and getting themselves and what they believe in out to everyone and becoming a web star!
I have tried putting Ads on pages but it was not successful since my product is a demonstration product. My new concept may have better chances with this since it does not need to be demonstrated to get the full instruction. Thanks again
Jun 16, 2014
http://www.dailymail.co.uk/home/you/article-2656209/the-teen-phenomenon-thats-taking-youtube.html
Just an article I was reading the other day about this very thing.
Jun 15, 2014
I would find someone who has influence than a celebrity. There are many bloggers, YouTubers, social media celebs that could help you out. People with a high Klout score. They won't cost thousands to get on board and you can get more targeted results. Find someone who would actually use your product.
I would also suggest finding some writers that do reviews. You can send it too them for free and they will write a short piece on it for free.
What business are you starting? What product or service?
Jun 16, 2014
Hi Joseph. Thank you for the suggestion. I do agree that with the amount of bloggers out there it is more beneficial to have them blast the word. The amount of followers they have is admirable! I will keep in mind the right person who would use my product and want to blog about it. I have gone to celebrity events with another product I have made designed and patented and I did not find the pictures with them really helped a lot. I thought maybe a celebrity to talk about my product on my website would be beneficial… but bloggers are web celebs :)
The product I am developing is for the beach, it is a tool/accessory. I tend to design beach related products that solve problems, such as my patented dress in a bag called Dressed'n-case :) Thanks again
LOL. Thank you Tim. This could end up being a problem. I am researching other amazing people with the same passion as me with "Fans" and this has been going well. They are their own super stars for a target audience and a better connection I am noticing so far :)