When a brand invests in a celebrity endorser as part of a marketing strategy, it’s critical that the company not only maximizes the opportunity with a clear plan in place prior to activation but also has the foresight to avoid any possible blunders. Because let’s face it, things go wrong, and if you don’t have a strategy in place to prevent them, you’re making your job even more difficult.
Here are some tips to avoid failures as celebrity endorsers:
1. Help The Celeb Understand The Brand:
Ascertain that the celebrity is aware of the brand and the overall marketing objectives. With the celebrity on board and actively involved with the brand management team, they will be able to react quickly to opportunities that arise, whether in an interview or a casual conversation on the street.
This is not only advantageous in terms of continuity, but when the celebrity has a true understanding of how fantastic the product is and all of its features, they are more likely to make it a part of their daily lives, raising the likelihood of them using the product on a regular basis.
2. Understand Competitor:
Before being signed up, celebrities may have been using a competing brand in their daily lives. Have the team look behind the scenes and see if any potential problems may arise and solve them right away. Following their celebrity endorsement deals with three separate smartphone brands, Alicia Keys, Ellen DeGeneres, and Oprah Winfrey all made mistakes when tweeting from their personal phones, which were made by different companies than their current endorsement partners.
Ensure that you have exclusive rights to the celebrity endorser and that you have a process in mind about what will happen if the celebrity is hired on productions or functions where a competing sponsor might be present.
4. Backup Plans:
Make sure you have a crisis plan in place in case of a true PR nightmare. Celebrities can get themselves into trouble by making poor decisions. Unlike the rest of us, their blunders are displayed around the world for all to see. Drunk driving, legal issues, relationship problems, and derogatory remarks picked up by the paparazzi can all derail a celebrity brand endorsement campaign if a plan isn’t in place to deal with the situation quickly.
With these tips, you’ll be able to ensure that your celebrity endorsements are properly managed and with it, you’ll maximize your returns. Head over to Prachar to learn more!