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How to Get Celebrity Endorsements — Even if You're Not a Huge Brand
By Tina Aita
From a buyer’s perspective, customers tend to feel more obligated to make a purchase from someone they might trust, relate to, or idolize.
That’s why celebrity endorsements are so effective. Celebrities can often persuade a buyer to click “purchase” when they otherwise might’ve hesitated.
Additionally, celebrity endorsements can be highly profitable. A recent study found that celebrity endorsements can increase a company’s sales by an average of 4%, compared to its competition.
But, even though it’s a great way to grow your business, it can also get pricey and — in some cases — risky. These setbacks are especially tough for smaller businesses and start-ups. So how do you get your product in the hands of a celebrity when you’re not a huge brand?
Read on to find out.
How to Get Celebrity Endorsements
Celebrity endorsements look much different today than they did in the past.
Before social platforms emerged, A-list celebrities were used to endorse brands through TV commercials, print advertisements, and other traditional marketing strategies — for instance, consider Justin Timberlake’s 2003 McDonald’s marketing campaign.
Although celebrities could often attract a large audience, the relationship between the endorser and the brand was often weak at best.
Today, the way we advertise is much different, focusing on the relationship between the endorser and the consumer more than ever.
Consider the smart alignment between Jennifer Aniston and Aveeno, or Roger Federer and Nike. These celebrities weren’t “randomly chosen” for these brands based on popularity alone — instead, their lifestyle and career choices made them optimal brand endorsers.
But when finding the right endorser for your brand, there’s no one-size-fits-all strategy. Who do you want endorsing your brand? How much should you spend? What kind of audience do you want to attract?
Before you begin your search, here are a few helpful things to keep in mind.
1. Figure out your budget.
Deciding how much you’re looking to spend should be determined before you go ahead with an endorsement. Once you’ve determined a number, it’s important to stick to that amount.
To give you a ballpark on how much certain celebrities might cost, check out FamePick. FamePick is a platform that provides a searchable marketplace and connects businesses of any size with celebrities for endorsement.
2. Know your target audience.
Before finding a celebrity, figure out who you want to target your marketing efforts toward. This would also be a good time to research and identify your buyer personas.
What kind of consumers do you want to target? Where is your audience engaging most? Do you want to reach a small or large audience? Consider the type of audience you want to focus on before approaching an influencer.
If you’re unsure who your buyer persona is, take a look at HubSpot’s Create a Buyer Persona tutorial.
3. Find celebrities who can show a passion for your brand.
Whether it’s a top tier athlete or a YouTube superstar, it’s all about finding the right candidate to fit your …read more
Source:: HubSpot Blog
