Celebrity endorsements are a great way to enhance a marketing push for a particular product. Not only do people generally trust the brands that their favorite celebrities use, but also the added exposure of having a celebrity for your advertising is priceless. However, the key to making these endorsements work is to use them effectively so that you get your money's worth from the exposure and marketing.
Instructions
1. Create a specific advertising campaign that ties in with the celebrity. For example, you don't want to use a basketball player to hawk deodorant, and instead of focusing on the star power as a basketball player, you dress him in a T-shirt and jeans, sitting on a park bench. Instead, focus on his celebrity; have him dress in his uniform and show him using the product on the court or just before walking on the court to make an amazing shot.
2. Host a kick-off party for your campaign. This is where your celebrity can "officially" announce her endorsement of the product. Include a red carpet and invite a slew of media personalities, all of whom can ask the celebrity about his/her involvement with the product or service. This is his/her opportunity to say that he/she loves the product and uses it often, or something similar.
3. Refrain from overkill with the campaign. For example, if you have the celebrity talking about the product or service too much, it doesn't seem natural. So, perhaps ask him/her to drop hints every now and then in media interviews and, of course, to unleash your campaign. But other than that, only have the celebrity mention the product if it comes up naturally in conversation.
4. Rely on more than one celebrity to endorse your brand. If you stick with the same celebrity, their star power may get stale after a while, making their endorsement less effective for your brand. Switch it up and don't be afraid to cross genres; for example, if you are currently working with an athlete, try a TV star or musician for an endorsement or vice versa.
