Every celebrity is an entrepreneur, and like most entrepreneurs, some are better than others. It’s up to the celebrity to find ways to promote themselves. So, in between acting and singing gigs, the Olsen Twins, Jessica Simpson and Gwen Stefani have carved out secondary careers in the apparel business. Let’s not forget multi-million dollar boxer George Foreman’s foray into a cooking kingdom, or Kathy Ireland’s houseware empire. All of these celebrities found opportunities to build further success. Celebrities are always looking for partnerships, and those partnerships can be bartered, borrowed and sold.
If you’re considering celebrity marketing you already know that a celebrity endorsement can increase sales and build excitement for your brand. One of the first questions a retailer asks is “what celebrities are using your product”? If your business doesn’t have the funds to advertise, then you need to take into account celebrity marketing. Retailers that carry your merchandise, or are considering carrying your merchandise, view your celeb marketing efforts positively because you are helping drive sales to their stores.
If you are still on the fence about celebrity marketing, here are a few facts for you to consider:
- The American public has an insatiable appetite for anything celebrity related. Weekly publication People Magazine caught the fashion world’s attention when readership started climbing to over 3 million, US Weekly came in second at almost 2 million.
- Anna Wintour and Vogue Magazine started putting celebrities on the cover recognizing that celeb’s sold magazines, along with merchandise they wear to events and in their personal life. “The bottom line is celebrities sell much better,” said Vogue’s editor in chief.
- Over 30% of the 2,400 U.S. magazine pages feature celebrities.
- Some celebrity driven internet websites reach almost 4 million unique visitors, so consumers are one click away from a sale.
Still not convinced celebrity marketing is “right” for your brand? Let’s take a look at an example from a celebrity’s point of view. One day I got a phone call from Gene Simmons, the bassist in the band KISS. He wanted to talk about launching his clothing line, and though it wasn’t the right product for my company, I told him how smart he had been for building his brand through numerous commercial avenues—all independent of the band. This is an example of a celebrity who has used his fame as a launch pad for business success. Gene offered me a testimonial I’ll never forget: “If the train is leaving the station, I might as well fill the seats.” Although Gene may not be the right partner for your brand, he is exactly the kind of celebrity I look for when I am consulting with a company looking for a celebrity partner. You need a celebrity with built-in media interest, and a celebrity with interest in your product.
Ralph Waldo Emerson penned the famous words, “Hitch your wagon to a star” about 150 years ago, and the saying still holds true when it comes to working with celebrities. I built my business on this idea and helped many clients benefit by “hitching their product” to a celebrity.
Where to start? Some research is key. If you are considering celebrity marketing, start by subscribing to magazines like People to familiarize yourself to “hot” names their readers want to know more about. Pick up any celebrity weekly magazine and you’ll see photos of Taylor Swift, Joe Jonas, Justin Bieber, Demi Lovato and Selena Gomez. Teen stars change frequently, with a whole new crop waiting for their shot. So, if your product appeals to the teen market, it’s important to search out what stars teens are following. Appealing to the Y and Z generation can be very lucrative.
Finally, here are a few deciding factors to consider before jumping into the waters of celebrity marketing:
- Get your sea legs first by building your business, and then consider working with Hollywood stars.
- Expenses can add up – make sure you’ve added realistic costs plus surprise costs into the equation. Remember, rarely do you get something for nothing, and this is especially true in Hollywood.
- Where is your product sold? Have an e-commerce website or, at least, one store where consumers can purchase it immediately.
- Be prepared to beef up production of your goods to handle a jump in sales if needed.
- Bartering product is cheaper than paying for an advertisement or endorsement. If a celebrity likes your product, be generous.
The bottom line is celebrities are real people, in spite of the mega salaries they command and the lifestyles they lead. Like real people, they are complimented to receive something for free or have the chance to borrow, instead of buy. After all, who wouldn’t like a closet you can dip into when you need something?
