Superior project management comes from a very simple and overlooked strategy.
Upon completion of the contract and negotiations in Phase Three, a single point of contact in the day-to-day execution and management of the contract is crucial. This will ensure the celebrity partner and his/her affiliated management keeps the details of the campaign at the forefront. By having someone who is committed to efficiency and your brand remaining on the campaign until its completion, you can be sure your objectives from Phase One are successful.
Although it seems as though a marketer’s job ends once the ink has dried on the contract, in many ways, finalizing the contract is only the beginning. All relevant points of the contract must be monitored closely to ensure all requirements are being met throughout the campaign. For example, it is important to maintain the set timeline and be sure the celebrity partner attends all service days that were decided upon in the contract. In doing so, your brand can be sure the contract is executed properly.
Managing and overseeing the various elements of the campaign is very important. These elements include the logistics of the campaign, such as schedules, service days, travel and “glam,” such as hair, makeup, wardrobe, etc. It also includes approvals, such as program assets and press-related content and outlets. Once again, overseeing these elements of the campaign will ensure that everything runs smoothly and all aspects of the contract are executed correctly for your brand.
After the shoot, agencies and brands have a tendency to take a deep breath, relax for a moment and move on to the next project. Going back to putting out fires elsewhere causes campaigns to stall or fail because no one is working on approvals and logistics ahead of time.
Finally, if the campaign goes well and your brand feels the celebrity’s participation in the campaign had the desired impact, discussions can begin for the next step. If your brand decides to continue the relationship with the chosen celebrity partner, we can then move on to renewing the contract or executing other options for the partnership. Otherwise, we can restart the process with a whole new set of celebrity recommendations for your brand.
After completion of all four phases of the celebrity marketing and negotiation process, your brand should have a successful celebrity marketing campaign. Through pre-planning, research, negotiations and execution, structure and stability is created in an otherwise unpredictable and chaotic process, thus creating successful results.
Photo credit: Thebluediamondgallery.com