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Topic: Getting the best use out of a celebrity endorsemen
| Author | Message |
| wineaux | Posted – 6/23/2008 3:02:30 PM | show profile This isn't really my area of expertise, but I was asked by a small clothing company for advice on how to handle getting the word out that a celebrity mentioned their design on their talk-show. They additionally gave the product to everyone in the audience, which cost the very tiny startup a great deal of money, so they were hoping to get something out of the deal by way of publicity. Any advice would be greatly appreciated. I really want to give them a hand, as they are doing great work and donate a significant amount of their proceeds to a charity that is close to my heart. |
| Louisewasnothalfbad | Posted – 6/23/2008 7:49:44 PM | show profile Email the clip (go to RedLasso or some other video capture site) to those bloggers/journos who cover the industry. |
| dmaw | Posted – 6/23/2008 9:12:43 PM | show profile | email poster best use of celebrity endorcement Did the show air live, or was it taped? If taped, the tell the publicist on the show to post something on the website. Since it is a television show, you can send some column items around to TV Critics - they might pick it up. You could also try fashion writers as well. Look at the Michele Obama View/dress crazy now - there was a whole story about it in Newsday today. Let me know if you have any other questions - I'm a television publicist by trade.. |
| wineaux | Posted – 6/24/2008 3:56:59 PM | show profile dm..the show was taped live. They mentioned the clothing line on the show, and gave the audience all a particular item. It cost the small company a great deal of money to provide the item, and they have seen very little results. They signed a contract w/ the show that limits just how they can use the publicity. I am going to their office on Friday (too busy w/ my own clients to deal right now) to look that contract over more carefully. I am hoping we can get them some more coverage by the media, as this free gift thing cost them so much money and they saw so few results. I think it is a shame that such a huge show has limited how they can publicize their coverage. How else can a tiny company get more coverage, other than showing other media outlets that a big name is interested in their product? |
| linjohn | Posted – 6/25/2008 10:34:13 AM | show profile If a celebrity said in a public forum that he/she uses/wears/is a fan of the products, I believe you should be able to pitch that around regardless of the contract. (Of course, without seeing the contract or knowing more, I could be wrong.) You may not even need to mention the show - just that so and so is a big fan of the line. Truthfully, I think the celeb factor will be of greater interest than audience gifting, so you could probably cut out the show information all together if that is what is standing in their way. If not, I would focus on the charity component. A lot of the national magazines have started "giving back" pages and sections that highlight brands that give back to charity. |
| wineaux | Posted – 6/29/2008 3:32:57 PM | show profile thank you to all of your for your advice. I am going to have a chat w/ the celebrity's publicist next week and am going to request a copy of the clip for the company to be able to distribute it. (I have no idea if she will actually give it to me, but it's worth a try). I looked up other products that have been featured on this show, and they have gone so far as to use the show's logo on their website and mentioned it in press kit materials. I really like the idea of reaching out to the specific charity, and I need to figure out how to contact media people in this specific fashion area. I'm a bit of a babe in the woods, as I don't write for the fashion industry and the only PR I have done has been for non-profits. I'm happy to give it a try on my off-time. I really appreciate all the advice! It's pointing me in the right direction, when I had none at all in the beginning. |
| wineaux | Posted – 7/2/2008 11:25:08 AM | show profile I took a look at the contract, and one of the very specific descriptions is that the show has sole publicity rights to the product being on their program. It seems more than a little unfair that they can't at least mention that they were seen on the show. I was hoping to at least mention it in the press kit I am putting together for them. I think I may talk to my lawyer friend and see what he thinks. |
| linjohn | Posted – 7/2/2008 1:04:18 PM | show profile | email poster I don't know what show it is or what the product is, but if it was a decent celebrity, I really think their endorsement will get you farther than a TV mention. I've worked in fashion/beauty/celebrity. Feel free to email me off the board if you want to bounce some ideas off me. |
| WritingSoul | Posted – 7/15/2008 2:51:10 PM | show profile I am sure you should be able to say something like: "Company X has been featured last Tuesday on Show X. After Celebrity X showed off the ring X, the show surprised the audience by gifting them all with a product X by Company X". That's what happened. What anyone watching the telly would have seen happen. |
