Celebrity advertising is a high-impact marketing tool. It enhances brand visibility and credibility among consumers. It’s also a quick way to create a positive buzz for your brand and connect with consumers more efficiently. According to one survey, 16% of all internet users between 16 and 24 years discovered new brands through celebrity endorsements.
Companies are now using celebrities in marketing with high hopes of boosting returns. However, you must be strategic about how you partner with celebrities. Here are some tips for creating a successful brand/celebrity partnership.
Define Your Goals and Objectives
Have clear reasons why you want to partner with a celebrity and what you intend to achieve. It may be to introduce a new product in the market, enhance brand visibility, or boost sales. Set goals and objectives in advance before signing any contract. Once you know your goals and objectives, identify a celebrity with a large following to help you attain them. Defining goals and objectives will help you remain focused and accountable.
Choose the Right Engagement Strategy
Your celebrity engagement strategy should align with your goals and objectives. Decide if you want a long-term partnership with a star who’ll act as the face of your brand or a one-time event host. There are many types of brand/celebrity partnerships: meet and greets, event emceeing, brief appearances, fundraisers, formal sponsorships, and social media brand promotions.
Your partnership can be as short as one hour or run for multiple years. Having a clear engagement strategy will ensure you set a more realistic budget. It’s upon you to decide how involved you want a celebrity to be.
Get Funding
Brand/celebrity partnerships are expensive. You invest in a marketing campaign and hope for quick and higher returns. It’s essential to look for money before you think of bringing a celebrity on board for a partnership. Set a big budget if you intend to partner with a big star. The budget may vary depending on the engagement period and contract terms.
You may need an angel investor or a bank loan to fund a project of this magnitude. Otherwise, personal savings or a small title loan will suffice if you settle for a short-term engagement like event emceeing. Before applying for a car title loan, use a car title loan calculator to determine how much money you qualify for.
Get a Celebrity Who Personifies Your Brand’s Values
A celebrity partnership will succeed if you work with a star who embodies your brand’s values. Since they will act as a spokesperson for your business, it’s easier for them to market it if their values align with what your company stands for. A slight disconnect in interests can be detrimental to your brand.
You don’t want your campaign to backfire like Beyonce’s Pepsi endorsement after participating in Michelle Obama’s fitness movement. Take time to research a celebrity before signing any partnership deal. You’ll get the results you hoped for.