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Maximizing In Person Influencer Partnerships for Brand Awareness

By Megan Shroy, for Edwardsturm.com.

Influencer endorsements have the power to inspire consumers. Whether it’s social media and digital influencers or classic Hollywood A-listers, these partnerships increase the visibility of PR programs and typically generate content that can be leveraged across multiple channels.

While partnering with celebrities doesn’t come without risks, there are hundreds of articles and studies citing the benefits. This article in Advertising Age sums it up nicely, “Recent studies of hundreds of endorsements have indicated that sales for some brands increased up to 20% upon commencing an endorsement deal…some companies have seen their stock increase by .25% on the day the deal was announced.” This article was written in 2010, and though the type of celebrity that the mainstream now resonates with has begun to change, the effect of getting such an influencer, has not.

There are a number of ways to pair credible personalities with your brand to increase exposure. The most common are paying celebrities as spokespeople (product placement) and sponsoring events in places where you’d find said celebrities.

Celebrity Spokespersons

Oftentimes brands hire athletes, musicians, digital influencers, and some of Hollywood’s most recognizable names to promote their product or service. The benefits of using celebrity spokespersons include increased media opportunities, a credible third party endorsement, and of course, fan engagement.

Event Sponsorships

Another popular way to interface with celebrities is to sponsor events taking place at award shows, fashion weeks, film festivals and other industry summits which attract influential personalities. By hosting brand activations (for those who don’t know what a brand activation is) at these events, your client will be given the opportunity to attract endorsements and engage with celebrities. It’s common to be able to secure rights to use images of the celebrity with the product for brand publicity. Always be sure, however, that you secure permission in advance. 

Celebrity influencers at a Tim Hortons promotional event.

What to Do When Working with a Celebrity Spokesperson

My agency, Approach PR & Marketing, which specializes in working with celebrities, does everything from negotiating contracts to coordinating media tours on behalf of a brand. Over the years, we’ve engaged with celebrities in a variety of different ways to help our clients achieve their PR goals and objectives. Here are some tips and tricks we’ve learned along the way.

Gifting suite for celebrity photo ops at the aforementioned Tim Hortons promotional event.

Most importantly, relax…and treat celebrities professionally. It’s easy to feel anxious when high profile personalities are involved. But remember, it’s your job to protect the brand and get your client the most out of any celebrity partnership.

Maximizing In Person Influencer Partnerships for Brand Awareness was last modified: November 7th, 2017 by