| Celebrity endorsements are big business, with over | | | | When deciding on a celebrity spokesperson for your |
| 20% of all ads today featuring a famous face. The | | | | business, start early. Make your plans at least 6 |
| reason is simple: Stars sell. Consumers pay more | | | | months in advance. The bigger the name, the longer |
| attention to stars because they are attracted to the | | | | the lead time. |
| familiar. Using a celebrity to advertise your business | | | | Get-It-Done: Celebrity Focus and The Celebrity Source |
| adds awareness, credibility and star power to your | | | | are two talent agencies who can connect your |
| company. 3 ways a celebrity can be used by your | | | | company with talent and help you navigate the |
| business include: | | | | celebrity maze.o Consider the costs |
| 1) Advertising - Celebrities can pitch your product via | | | | Talent fees and celebrity endorsements run the gamut |
| print, television, radio, etc. | | | | from a few hundred dollars for a local DJ appearing at |
| 2) Appearances and events - Celebrities can make | | | | a business to literally millions of dollars for an |
| personal appearances for your business at events | | | | international movie star. Catherine Zeta-Jones' |
| ranging from charity fundraisers to grand openings. | | | | long-term endorsement deal with T-Mobile was |
| 3) Media opportunities - Your spokesperson can speak | | | | reportedly worth 20 Million, but T-Mobile's U.S. sales |
| on your behalf on TV talks shows, or at press | | | | jumped 25% during the campaign. |
| conferences, trade shows or other media events. | | | | Get-It-Done: If you're looking for major star power, you |
| Things to keep in mind when hunting for a celebrity | | | | can go with Hollywood biggies like William Morris or |
| spokesperson include:o Define your objectives | | | | PMK/HBH Public Relations. On a smaller scale, many |
| Determine what you expect from your partnership | | | | local celebrities can be contacted directly or through |
| with your spokesperson and how to best utilize their | | | | their management.o Make contact |
| talents. Clarify your needs and expectations from the | | | | Talent agencies, entertainment marketing firms and |
| get-go. | | | | even speakers bureaus can put you in touch with |
| Get-It-Done: Brooks International and Burns are a | | | | potential celebrity spokespersons. Contacting talent |
| couple of many agencies who specialize in booking | | | | can be easier than you might think. |
| celebrity and sports talent. These talent brokers can | | | | Get-It-Done: In addition to some of the agencies listed |
| help you assess your needs.oFind the right fit | | | | above, the Screen Actors Guild provides an |
| It's important that the spokesperson you hire is a good | | | | actor-locator service. |
| match for your product or service. The clearer the link | | | | Other things to keep in mind when shopping for a |
| between your company's product and your talent, the | | | | celebrity spokesperson include:o Don't be afraid to ask. |
| better the partnership will work. (Think Michael Jordan | | | | Maybe that certain superstar is not out of your reach |
| and Nike!) | | | | or budget.o Consider "B-List" stars who may be more |
| Get-It-Done: The Hollywood-Madison Group uses a | | | | available and less expensive.o Local celebrities or |
| proprietary database called the "Fame Index" to match | | | | athletes may turn out to be your best bet.o Make sure |
| businesses with appropriate talent. The Fame Index | | | | you have an "out" clause in case your celebrity gets |
| contains the names of 10,000 stars and uses 250 | | | | negative press or is involved in a scandal. (Sorry |
| categories to match talent to businesses and | | | | Britney! |
| products.o Plan well in advance | | | | |
