As a final note, a few words of caution are in order. Before you venture into the world of celebrity marketing, make sure you understand the risks and that you negotiate a solid business agreement. According to A.M. Best's magazine, Best's Review, you can insure your campaign in case the celebrity relationship goes up in smoke. Keep in mind that you can decide the terms of an agreement, with the help of a celebrity broker or on your own, and you should conduct a classic direct marketing test campaign where you can measure results before rolling out the full campaign. Get your hands on some celebrity direct marketing campaigns (such as through the Who's Mailing What! Archive), and dissect the packages to determine what will be most effective for your own program. If your campaign is international, be aware that your celebrity choice may not have the same impact overseas.
Now, get to work and start making your mail famous!
Bob Martel is the principal consultant at the JMB Marketing Group. He specializes in endorsement direct marketing campaigns. He may be contacted at (508) 481-8383, firstname.lastname@example.org or through his website, www.jmbmarketing.com.