For this article, we'll assume that you agree that celebrities help move goods and services. The point worth noting is that in an economy where you have to fight harder to make the sale, celebrity marketing may be the leverage you need to differentiate your products and services. Suffice it to say that this marketing "secret weapon" can become the cornerstone of your campaign if you do it right!
DM Ways to Leverage Celebrity Endorsements
Gifting is an efficient way to get started. Estée Lauder started her makeup dynasty by gifting samples to celebrities. Why not you? Testimonials from celebrities who say nice things about your product can be used in sales letters, on your website, in e-mail campaigns and other media. Simply sending the product to the celebrities or their publicists is one way, or you can pursue a photo opportunity of you and/or your product with the celebrity for use in your marketing. In fact, celebrity gifting is a very powerful and underutilized strategy in securing testimonials for your product.
Gift suites are arranged whereby you are about to showcase your product directly to the celebrity, have a photo taken and the celebrity gives a testimonial in exchange for the product sample. This paid forum is an effective way to secure numerous testimonials. Research "celebrity gifting" and celebrity gift suites, and you'll find those offers that best fit your product. GBK Productions is one company that offers sponsored gift suites that create such an opportunity. For example, Starbucks and Secret Room sponsored a luxury gifting event at the Golden Globe Awards. Maybe your product will be featured at next year's event!
Understanding what goes into a successful celebrity direct marketing campaign is key, of course. Your choice of celebrity depends in large part on the scope of your campaign, and whether the celebrity will play a pivotal, long-standing role in promoting your products or this is a short-lived campaign. The celebrity's role as the "spokesperson" in print, the degree of endorsement and the copy you ask the celebrity to stand behind are all factors to be considered.