Whether
your company launches a marketing campaign in print, online, or
broadcast media, it’s likely to be successful if you feature a
celebrity as part of the campaign. Celebrities are ideal product
endorsers because they are already recognised. In turn, your product
will gain attention, too.
In
some situations, celebrity product endorsements don’t fit, while in
others they may be the tailor-made solution. Such is the case for
beauty products. If you’re considering signing up a female
celebrity to endorse a new lipstick colour, it would be smart to
choose a celebrity who’s well-admired for her beauty—such as
Aussie beauty queen Jennifer Hawkins or international supermodel
Miranda Kerr.
The
major dilemma in this particular scenario, though, is how to get in
touch with these celebrities and arrange a meeting to begin the
negotiations. Whether you are a start-up company or an established
one, you’ll need to pull a lot of strings to sign up a celebrity
and get her to agree to represent your beauty line. For this reason,
it is advisable to consider enlisting the services of a PR agency who
can connect you with the right celebrities, and do the negotiation
for you.
PR
agencies have established good practices in capturing market share
through celebrity seeding. With this method, celebrities are
presented with beauty products as a gift, which they can mention in
interviews and public events, encouraging their fans to try out the
products in the process. A female celebrity who mentions a brand name
for a ‘What’s in Your Make-up Bag?’ feature, for instance, is
likely to draw her fans to the brand.
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