“Consumers are proven to follow the trends of celebrities, and embrace in their own lives the products that those they covet and admire use,” said Stacy Jones, president of Hollywood Branded, marketing group to the stars.
Having the right celebrity promote your handmade business can propel your sales and help establish your brand in the conscience of the public. But how do you get your product into the hands of an influential celebrity, and more importantly how do you ensure they give them the seal of approval and rejection.
Here are some tips for you:
1. Identify The Right Celebrity
Sit down and brainstorm which celebrities would most appreciate your product. If you produce baby rattles, target famous people who are pregnant or just had a child.
Watch celebrity entertainment channels like E! Channel, read celebrity columns like Entertainment Weekly and People Magazine. For example, by reading entertainment publications you’ll see that Alicia Silverstone is a huge environmental activist. If you have a 100 percent organic product, you’d put her on your list.
Categorize your list between A, B, C and D-list celebrities so that the further down the alphabet you go, the easier it is to reach the person—and possibly get product recognition. It’s also important to determine whom not to contact. Also, find out what products the celebrity endorses, just to make sure your item isn’t a conflict of interest.
2.Find Them On Twitter And Instagram
According to Kate Jenkins from Gower Cottage Brownies in her interview in Smarta, she managed to get celebrity endorsement through Twitter after her followers tweeted Phil Jupitus. “He was on tour with
Spamalot in Swansea and was tweeting about being in Gower,” she said. “My followers were tweeting him and then I sent a tweet saying I had a box of brownies and a Bite Me Bag with his name on it, then he turned up. We’ve been friends ever since and I now supply the green room at Never Mind the Buzzcocks with my brownies.” As a double result the celebrities who tuck into the brownies every week, provide the potential for loads more endorsement.
While you target celebrity’s phone number is likely not listed, her publicist’s number is. That is where to start. So how do you find that number? There are several online databases that offer numbers and addresses. A few include Contact Any Celebrity, Celebrity Nook and IMDbPro. These sites will have a monthly fee, but if you are looking for certain celebrities, you can just find that information and close out your account. Contact a person’s publicist, not an agent (they won’t call you back).
Call the publicist and introduce yourself as someone from a specific brand; then ask them if it would be ok if you sent the celebrity a gift. In addition to calling, business owners can get involved in something called a Celebrity Gifting Suite. This is where several companies put their products in one room during a major event like the Oscars, Emmys, etc. According to says Melissa Cassera, publicity expert at East Coast-based Cassera Communications, celebrities will go into these suites and try out various products—with cameras shooting away. Full disclosure: this can be mighty pricey, and there is no guarantee a star will pick up your product. But if you are interested, Cassera advises checking out Secret Room Events and Gifting Services.
4.Sending Your Handmade Product
Target a celebrity and send your product to them. When shipping your product, focus on the packaging. The packaging is extra important when doing this, as you need to make sure your product stands out from everything else they get sent. Don’t forget to make the shipment beautiful (and include a hand written note), as if you were sending a loved on a special gift. Include a self-addressed stamped envelope with a card so the celebrity can send you a thank you note.
Personalised baby product company my1styears.com managed to propel their business to a £1m turnover in three years this way. They personalized products for Danii Minogue by sending her blankets with the message ‘Mummy’s got the X-Factor’ when she joined the talent show’s judging panel. Elton John meanwhile was sent a gift featuring the line ‘How wonderful life is now you’re in the world’, when his son was born. Always make sure you include a card with information about your company on there and a way they can get in touch with you too.
There you have it. How about you? Do you have experiences with celebrity endorsement? What did you do? Do you more tips? Please share it with us in the comment box below.