Let's assume all the hard work you poured into getting your company's products or services into the right celebrity's hands has paid off. Let's suppos...
Let's assume all the hard work you poured into getting your company's products or services into the right celebrity's hands has paid off. Let's suppose you received a thank you note from Heidi Klum and Seal for the weekend spa getaway you sent them certificates for. Let's suppose you saw a picture of Rihanna wearing the dress you sent her. Do all these mean your marketing work is done?
The answer is no. All these direct or indirect forms of celebrity endorsements are well and good, but they will not help your product or service whatsoever unless you get the media to sit up and take notice. So, how do you leverage the celebrity endorsements you receive directly or indirectly? How do you use it to get your product or service media coverage and bring in sales?
First and most importantly, you must inform the press. Once you have some form of proof that the stars you sent your product or service to have used them and enjoyed them, tell the press! Whether the celebrity endorsement you receive is in the form of a phone call, a photograph, or a thank you note, it is in your best interest to let the press know. You do this not by calling up every reporter in the phonebook but by sending out a targeted press release via email. This electronic press release is what insiders call an e-blast. It is nothing like the press release you read online.
Ï It is short.
Ï It is informative.
Ï It is concisely written.
Ï It can contain an image of the celebrity wearing or using your product.
You will be sending your e-blast to all the newspaper and magazine editors or segment producers whose contact information you have access to. In a nutshell, an e-blast can help generate all the media attention you need to publicize your celebrity endorsements.
Your email blast's subject line should be both direct and enticing. Make it as short as you can and make sure you use a celebrity's name. The celebrity's name is enough to whet reporters, producers, and editors' appetites for more details once they open the email. For example, you can write in the subject line, "Heidi Klum likes her cupcakes double chocolate!" Then, in the Header in the body of the e-blast, you can write, "Heidi Klum likes her Sweet Susie’s cupcakes double chocolate".
An e-blast can make or break your celebrity endorsements. Take the time to read up how to make yours as effective and enticing as possible and make sure you are sending it to media contacts that are interested in celebrity information. Once you learn how, you can laugh your way to the bank and to the top of the tabloids!
© Liz Dennery Sanders 2010
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