In this episode, Stacy discusses the 8 steps a brand manager needs to take to invite a celebrity to an event, and not sabotage a celebrity endorsement partnership, while ensuring that the brand gets everything it needs from the experience.
How to Encourage A Celebrity To Come to Your Event?
That’s a tricky and common question for brands who want to invite a celebrity to come to their event. Why brands need it? One primary reason is that celebrities are one of the best ways to grab media attention – so having them on your trade show or brand launch events is really a wow factor to increase your consumer awareness. However, safeguards ARE needed to make sure time, energy and the all important dollar are saved to the greatest degree possible.
Not only do these celebrities not attend for free – you need to negotiate every single thing up front. Forget to ask for a social post? Need a CEO meet and greet? Spend more in the long run.
Celebrity endorsement articles that you should check out
Do Celebrities Improve Your Sales and Consumer Awareness?
Even when the brand does secure the celebrity with cash, many brand managers sabotage the process by not being prepared with enough knowledge up front to truly get expectations met at the end of the day.
Brands bring in celebrities to events because:
- Celebrities get media to attend and cover the event.
- Celebrities provide photo opportunities that will later make the event appear even more exciting – especially the sizzle reel.
- Celebrities can impact their fan bases through social media and raise awareness of the event.
- Celebrities are PR friendly, providing content for public relations story development.
- Celebrities excite other event attendees, whether they are distributors, C-level executives or the public.
- Celebrities get more (unpaid) celebrities to attend.
Before initial contact is made with a celebrity, the brand manager needs to figure out the overall plan, as without one securing celebrities can become quite costly, take up a lot of wasted time, and ruining executive’s expectations.
A case in point: Celebrities won’t ‘add-on’ aspects to their event attendance after the offer is made without significantly raising their fee. In the worst of cases, some poorly planned activations have stirred up legal issues and negative public attention.
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