Finding the Right ‘Lead'
So, with a prospective celebrity in mind, how do you go about approaching and hiring the right personality? The obvious first step for you, since you are a direct marketer, is to fire off an inquiry letter to the celebrity's publicist or send an e-mail inquiry to the celebrity's website. Better yet, contact a celebrity broker such as Kolmer, or visit www.celebbrokers.com to begin your celebrity hunt. The advantage of working with a celebrity broker is brokers represent you in negotiating the deal. As McCauley states, "If you contact a talent agency, they know you are new at this process, and you will spend a lot more than is necessary." A celebrity broker has relationships with the celebrities as well as other brokers, and she can help you select the right celebrity for your campaign.
It may be hard to believe, but celebrities are lining up to promote your products. After all, the recession has hit many of them as well. Plus it's easy work for them, especially if they genuinely believe in your product. These celebrities are lending their names to direct marketing campaigns for a wide array of products and services, and with our culture's infatuation with the celebrity lifestyle, we can expect to see more and more celebrities stopping by to visit your mailbox.
Remember, all of the classic direct mail marketing rules apply and, as Denny Hatch says, should only be broken when done so consciously! The list becomes even more important as you have to choose a celebrity that matches well with the demographics and psychographics. The copy is more important, true personalization is worth achieving (imagine a handwritten note from the celebrity to your prospect) and the offer has to be as compelling as always. Cross-channel celebrity marketing belongs in your arsenal and is easier to accomplish than you may realize.