Four strategies to increase celebrity gifting results.
Gifting is the act of giving a brand’s products to high-profile, trend setting celebrities. The goal is for the celebrity to be seen with the gift, increasing brand awareness. This celebrity marketing tactic works best when there is either coverage of the celebrity using the product or when the celebrity talks about the gift with friends and news of it spreads through word-of-mouth.
The best way to ensure that celebrity gifting will have the desired effect is to identify your marketing goals and know what it takes to achieve them.
Here are four general objectives of celebrity gifting and strategies to help reach them:
Social Posts: If your goal of gifting is for the celebrity to take a picture or write a post about the gift, the best approach is to send gifts to celebrities within your budget or to those who will be most likely to sincerely enjoy the gift. Unfortunately, as social media has evolved, celebrities now expect to be paid for posts about gifts. The only time compensation is not needed is when the celebrity loves the product and has been using it a long time. Even then, some celebrities still ask for money.
Get it in the hands of influencers: Use the most direct line you have to the celebrity, whether that is their home or publicist’s address, to guarantee they will personally see the gift. As trend setters, just getting gifts in the hands of people with influence can have a big impact. Celebrities who truly like and/or use your product are much more likely to talk about it within their circle of friends and put the word out in interviews or on social media.
Make a brand image/statement: gift BIG. In order to make an impression on both the celebrity and the public, put together gifts that are bigger than life. Personal, creative and extravagant gifts will stand out to celebrities among the loads of other gifts they receive. With a unique gift, they will be more inclined to both talk about it with friends as well as post about it on their social media pages.
Get a picture placed in a publication: As explained in a previous post, set-up shots are pictures taken that look “real” but are actually coordinated on behalf of the brand. In order to create a good set-up shot, and have it appear in a publication, it is best to hire a specialized photographer who has expertise about which celebrities look good in the media right now and ones who can virtually guarantee a placement.
photo credit: Pixabay.com