Most companies would love the opportunity to join forces with a household name to promote their business. And while this can be expensive, figuring out your budget is only one of the many components involved in creating a successful celebrity matching with your brand.
When it comes to celebrity appearances, many companies only think of popular appeal and not a connection to the brand or business.
A few months ago, Elite Draperies asked us if we thought it would be a good idea to pay someone to come into their shop to elevate their brand and increase business.
Our Ottawa Ad Agency has an Answer
That depends. You have to do the marketing math to see if it’s worth it. And, you have to pick the right celebrity to represent your brand.
Our Ottawa Ad Agency has Questions to Ask
Who is your target audience? This is an important yet often overlooked question. You cannot just pick the latest popular actor that’s available in your price range. Rather, you have to make sure that whoever you pick appeals to your demographic market. If your product is for health conscious and fit people, should you be planning an event at a bar with a B list movie star? Probably not, but don’t laugh as someone did just that!
Does this celebrity match your brand? If this person doesn’t look like someone that would use or need what you are selling, they cannot truthfully pitch your brand.
How will you leverage that celebrity to ensure that your brand gets the most benefit? One way to do this is to seek out media attention before the event and use your celebrity to get the press you need to ensure a successful event and solidify post event engagement.
Celebrity Case FAIL
A business owner was promoting a healthy fruit pill/vitamin and decided that celebrity endorsement was the way to go. But this business owner didn’t factor in the points we mentioned above when he picked Kevin Dillon as his celebrity. Yes, Matt Dillon’s little brother agreed to endorse this brand.
The problem was that this celebrity didn’t match the brand and the business owner didn’t leverage the celebrity with the right audience. He arranged an event for family and friends, not customers or potential customers that make up his product demographic.
Later that same night he brought Kevin to a bar, where everyone had a good time dancing, drinking and staying out very late.
And while there was a lot of fun taking place, it’s apparent that product education and sales opportunities were not an emphasis of the event.
Was this brand and celebrity alignment at work? Not at all. Partying and drinking all night at a bar with an actor did not line up with the product’s healthy image and having an event with family and friends did not lead to conversion. No conversion, no sales. Not only is no money made, I’d bet there was some money lost as either way, the pony still had to be paid.
Celebrity Case WIN
Elite Draperies took an entirely different approach to this same idea. First, they consulted with EMLand( http://emland.com/
Elite Draperies is an established high-end retailer specializing in draperies and home decorating and was looking for the right celebrity to match their brand, inspire existing clients and help to bring in new ones.
They decided to approach Sarah Richardson , a national celebrity well known in the decorating world, to host an event. The brand match was perfect! High-end shop; high-end design celebrity. This led to pre-event media interest due to Sarah’s reputation and the event sold out quickly.
Clients saw the value and were willing to pay for an afternoon with Sarah.
The event was held at Elite and was promoted, on social media platforms and to Elite’s current clientele. Now, with a successful event behind them, Elite can leverage the audience post event with sharing and inviting engagement via their e-blasts (database driven email marketing) and social media platforms. They can invite attendees to share their feedback about the event and can follow up with future events and value based offers for their clients. And lets not forget about all the great brand endorsements from the media before and after the event.
“I would have never thought of all the ways we could leverage this celebrity the way we ended up doing it. With all the exposure and positive feedback , the investment was well worth it.”
Owner Elite Draperies
Do your homework first. It sounds great to name drop and be seen with the cool cats but if it’s not the right match up, you could fall flat on your face and on your chequebook.
Tell us what you think in the comments and fan our Facebook page if you get a chance. We’re also on Twitter. We can’t promise you a signed autograph from Bradley Cooper or Jennifer Lawrence but …
Laurel E. Anderson,