| When you want your product or service to gain | | | | twenty or thirty celebrities will be invited, few ever |
| awareness with the general public there is no better | | | | show up. The other red flag is to look at the media |
| path to public appeal than association with celebrities. | | | | wall from these gifting companies past events. Do |
| Whether it be movie stars, athletes, television | | | | you see a celeb standing in front of dozens of logos? |
| personalities or business moguls there is no method | | | | If so, it is best to avoid that company because they |
| more proven to work than celebrity product | | | | may have some celebs, but they don't offer you the |
| placement. | | | | one thing you need -- Celebrity photos with only your |
| There is a science to celebrity product placement. | | | | logo! |
| Planning is critical. Knowing your ultimate goals before | | | | Once you find a good gifting service company you |
| you enter into this industry is critical. In this Ezine | | | | will have the foundation of your marketing goals. But |
| article we will review your marketing goals and how | | | | just getting pictures is a small part of your marketing |
| to effectively use your money to gain the maximum | | | | goals. Now you need to get the public to see those |
| exposure while avoiding the common pitfalls | | | | pictures. Start by knowing the difference between |
| experienced by many firms. | | | | advertising and press. You cannot use those celebrity |
| Simply stated, your goal is to build association | | | | pictures for advertising, you can use them for press. |
| between your company's product/service and | | | | If you send them to a magazine or newspaper you |
| celebrities. To do this you have several steps which | | | | will not have a problem. If you put them on your |
| must be executed properly. The first is to obtain | | | | company website in an area that is related to news |
| pictures of celebrities with your product or with your | | | | you will not have a problem. Do not, under any |
| logo. Many new companies want a picture of the | | | | circumstances print those pictures of your product |
| celebrity holding the product. However, many | | | | packaging or in-store displays as that is advertising |
| experienced companies have learned that products | | | | and you will need a signed legal release from the |
| and packaging change often. This could easily render | | | | celebrity. To be on the safe side make sure your |
| your celebrity photos outdated. The ideal celebrity | | | | lawyer gives you advice on the difference between |
| photo is the celebrity on a red carpet standing in | | | | press and advertising. |
| front of a media wall with your logo. If you are very | | | | Many companies have experienced great success in |
| good at your job you will get each celebrity standing | | | | getting their celebrity photos into magazines. The key |
| next to only your logo and not logos from dozens of | | | | to this is timing. You must do some work and know |
| other companies. | | | | when a celebrity has a new television show or movie |
| So how do you get these pictures? The best option | | | | being released. Take that date and plan to make a |
| is through a professional celebrity gifting service. | | | | move at least 30 days in advance. Send your |
| Gifting services will invite celebrities to private | | | | pictures to all the magazines, newspapers and |
| locations to get products from twenty to forty | | | | websites possible and let the editors know about the |
| companies. There are several companies which hold | | | | celebrity and their upcoming show. The show will |
| major gifting suites during the Oscars, Grammys, | | | | make the news and you will get the picture. Keep |
| Emmys and other award shows, but most of them | | | | working on this approach and sooner or later you will |
| do not draw significant A-list talent. The average | | | | have some success. Once you get published you |
| gifting suite will draw two celebrities even though the | | | | may have reached all of your publicity goals. |
| website and promotional material will claim ten, | | | | Good luck. |
