We live in the age of the celebrity.
Although it can be dicey to align your company with a star only to have them
implode, for the most part a celebrity endorsement can provide a solid boost
for your bottom line.
If you provide your product or service to a
celebrity and they later tweet about it or promote it on a talk show you've hit
the jackpot. Think of this as an "bonus promotion."
How can you land
a celebrity client?
Consider these insider tips:
Work
the referral.
Success in business requires hard work but
it could also help if you know the right people. That is especially true when
it comes to gaining access to a celebrity. If you take aim directly at the star
you won't get very far. However, if you can find out who represents them or
manages their business affairs you could find an in that way. You'll be on much
stronger ground if you can work a referral as opposed to cold calling a star.
Be
prepared to do the end run.
Depending on the celebrity, they could have
several layers of "protection" in the form of an entourage. This
could mean a whole gaggle of assistants, drivers and even bodyguards which will
keep you from direct access. There are always ways around these walls. For one,
you can try to befriend some of the support staff. If you're trying to connect
with an agent or manager, try calling at off hours when you can go shoot
through an inner office phone directory. You might get lucky if that person
answers their own phone!
Make your own brand a happening brand.
Don't stake your
entire business on a free celebrity endorsement. As mentioned, that is bonus
but you can get there by making your product a "must have." This
could mean providing items for award show gift bags. It's an investment but it
can get your product directly into the hands of the celebrity.
Always be kind.
Once you've gained
access you'll want to thank the people who got your there. Make yourself
available to the staff for further special orders. Don't hesitate to send them
a gift as a way of saying "thank you."
Create a great
website and online profile.
Suppose you're selling a cool new boot and you want to attract a
celebrity. Think about what appeals to them. They might end up doing a little
research on your company before accepting a product. That's why your website
should be current. Make sure that your
website tells your brand story well. Use videos, blogs and social media to
communicate your message.
