We live in a celebrity-obsessed world. People and US Weekly magazines dominate newsstands while Access Hollywood and E! fill our screens with nonstop celebrity news.
No wonder, then, that spokespersons are used to promote events, increase product sales, and generate publicity for marketing programs.
As you plan your celebrity marketing strategy, keep in mind these top 10 tips for using a spokesperson.
1. Choose what type of spokesperson is best for your marketing campaign
Spokespersons typically fall into three categories:
- Celebrities: TV and film stars, musicians, comedians
- Athletes: Current and former professional athletes, broadcasters, Olympians
- Experts: Home design, fitness, nutrition, financial, relationship, lifestyle, medical, fashion, parenting, travel, etc.
Depending on your brand strategy, one or all of these could be a good fit. Look at your product messaging and company values to determine the ideal spokesperson for your audience.
2. Understand what a celebrity spokesperson can do for your marketing efforts
- Draw traffic. A well-known and respected celebrity will serve as a draw to your event or product. Hall of Fame star Ronnie Lott of the San Francisco 49ers attracted attendees to a recent Genentech corporate event with his keynote speech and autograph-signing.
- Attract the media. The right spokesperson will naturally attract media coverage. Intuit, in only in the middle of an eight-month program marketing program ("Small Business Big Game") with Bill Rancic (entrepreneur, author, season one winner of “The Apprentice, and reality television star of Giuliana and Bill), had already generated over 8 billion media impressions.
- Inform and influence. Celebrities with a connection to a health issue or illness are helpful in educating and informing the public. For a health-related marketing program, we secured actress Holly Robinson Peete, whose father suffered from Parkinson's; she was a terrific ambassador to communicate key message points.
3. Be specific about the services requested of the spokesperson
Services may include national media interviews, a satellite media tour, a multi-city tour, personal appearances, a keynote speech, social media posts, blogs posts, and use of name and likeness on a website. The formal offer to the spokesperson must include ALL the services requested of that person.
4. Be realistic about what your budget will buy
Unrealistic expectations are the biggest challenge in the spokesperson process.
Popular celebrities, such as Sofia Vergara, require $150,000+ for a personal appearance, yet reality stars can command just $7,500. Some well-known experts, such as Chef Curtis Stone, receives approximately $75,000 for a satellite media tour, but a lesser-known expert can be retained for $15,000. Before you promise the world to a client, it's essential to know the market and costs to manage their expectations.
