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How to use the power of celebrity

by joe golfer
6 replies
Right or wrong, celebrity plays a big role in our society. But how do you use the power of celebrity if you are a dead broke startup?

I just caught Daymond John, founder and CEO of FUBU, also known as a panelist on ABC's Shark Tank, giving some good advice on the topic on the syndicated show "Black Entrepreneur's Business Report."

He said using LL Cool J was key to getting FUBU on the national map.

Before that, he leveraged the power of a local Queens celebrity named Ralph McDaniels. Mr. McDaniels had a show on TV every afternoon, playing the latest hip-hop videos long before MTV would even think about rap.

He gave Mr. McDaniels some shirts before a local event, and ended up getting interviewed on the air. Soon John was getting calls from all over town from stores wanting to carry FUBU.

Look for some local celebs you can work with to create buzz, and then raise your horizons to the national stage.

Google tells me John talks about this is his book "Display of Power" if you want to get more details.
#celebrity #power
  • Profile picture of the author AmericanMuscleTA
    Dan Kennedy talks a lot about using celebrities in our marketing.

    You're right. Start local. News anchors would be a great start!
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  • Profile picture of the author joe golfer
    Just had a flashback--as a newbie in the business world, I sold advertising for a top local rock station in the Midwest. One of my accounts was a chain of boot stores. The guy had the morning DJ team do a remote at one of the stores. After it was over, the client handed both DJs brand new $1,000 boots--on top of their fee. Woah.

    Anyhowz, if you decide to harness some local celebs like DJs or newspeople, you'll find local media more open to it than ever before. The ad game is changing with the proliferation of digital media, and they are trying new ways to drive revenue.

    For example, a common thing now is a "TV station host," usually a smart, attractive woman who introduces advertisers and does "mini interviews" or "tours" at their business. I believe these are added value (free) for advertisers spending enough money, but I could be wrong.

    Here is an example of a local station host on NBC in LA:



    More importantly, it shows they are trying new ways to keep advertisers from leaving traditional media. That also means they'll be open to ideas you have to involve your product with their station somehow. The key is you have to show how it benefits their audience.

    A simple way to do that is try to get your product on local talk show segments. Notice on the Today show or GMA where they show new healthy food or new tech for moms, they mention the product.

    Try to get this going locally: "Today we are looking at low fat alternatives when eating out. Here we have the Low Fat Taco from Taco Heaven right here in town." You get the idea.

    And if you go the local promotion route, like the boots guy, make sure you take care of the talent, maybe give them something on top of their fee. You may not score the local serious newsman, but you could get the wacky weatherperson or sports gal or guy, or a radio personality.

    Here's another tip. You can get Hollywood TV stars for not much money. Notice how some of the IM gurus have TV stars at their conferences.

    Yes, the top stars are expensive, but you could get a star from a lesser known sitcom for a few thousand. They come into town, promote your thing and leave.

    You may not know them well, but I'll bet your daughter knows who they are--you'll be a hit around the house at least for one day before they go back to ignoring you.

    PS. News teams and radio people LOVE food. If you are a restaurant or local food producer, get thee forthwith to the local media with doughnuts, bagels, cupcakes or tacos. It's a good way to develop relationships.
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    • Profile picture of the author RedShifted
      Originally Posted by joe golfer View Post

      Just had a flashback--as a newbie in the business world, I sold advertising for a top local rock station in the Midwest. One of my accounts was a chain of boot stores. The guy had the morning DJ team do a remote at one of the stores. After it was over, the client handed both DJs brand new $1,000 boots--on top of their fee. Woah.

      Anyhowz, if you decide to harness some local celebs like DJs or newspeople, you'll find local media more open to it than ever before. The ad game is changing with the proliferation of digital media, and they are trying new ways to drive revenue.

      For example, a common thing now is a "TV station host," usually a smart, attractive woman who introduces advertisers and does "mini interviews" or "tours" at their business. I believe these are added value (free) for advertisers spending enough money, but I could be wrong.

      Here is an example of a local station host on NBC in LA:

      Jessica Vilchis Talks Avocados For Breakfast - YouTube

      Jessica Vilchis Tours the Cadillac ATS - YouTube

      More importantly, it shows they are trying new ways to keep advertisers from leaving traditional media. That also means they'll be open to ideas you have to involve your product with their station somehow. The key is you have to show how it benefits their audience.

      A simple way to do that is try to get your product on local talk show segments. Notice on the Today show or GMA where they show new healthy food or new tech for moms, they mention the product.

      Try to get this going locally: "Today we are looking at low fat alternatives when eating out. Here we have the Low Fat Taco from Taco Heaven right here in town." You get the idea.

      And if you go the local promotion route, like the boots guy, make sure you take care of the talent, maybe give them something on top of their fee. You may not score the local serious newsman, but you could get the wacky weatherperson or sports gal or guy, or a radio personality.

      Here's another tip. You can get Hollywood TV stars for not much money. Notice how some of the IM gurus have TV stars at their conferences.

      Yes, the top stars are expensive, but you could get a star from a lesser known sitcom for a few thousand. They come into town, promote your thing and leave.

      You may not know them well, but I'll bet your daughter knows who they are--you'll be a hit around the house at least for one day before they go back to ignoring you.

      PS. News teams and radio people LOVE food. If you are a restaurant or local food producer, get thee forthwith to the local media with doughnuts, bagels, cupcakes or tacos. It's a good way to develop relationships.
      How do you think Joe Polish did it?

      Because its 1 thing to get a celeb endorsement, but he has taken it to a level I've never seen in my life.

      Like he doesn't just endorse himself with celebs but he somehow befriends them and gains long lasting relationships. I can see him paying Paula Abdul to get a photo with her, or Richard Branson or Russel Simmons, but when you see him hanging out with these people on multiple occasions, it becomes a bit ridiculous.

      Its almost like he endorsed himself so much that he became a celebrity. And like celebrities accept him now as part of "the pack". Either that or hes actually paid them all to be his friend.

      All I know is when I seem him in photos with the likes of Russel Simmons, I just think "what a sham artist". And I will never buy into the way he's positioned himself. Is he smart? Sure. A "genius"? I doubt it. A bald, ugly, over priced marketing consultant? You decide.

      But if I woke up tomorrow morning shitting gold, I still wouldn't pay his $6,000 / hr phone consultation fee. I wouldn't pay $6,000 / hr to speak to god himself. But thats just me. I'm sure there's tons of desperate carpet cleaners who would donate their liver just to speak with him.

      -RS
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      • Profile picture of the author misterme
        Originally Posted by RedShifted View Post

        How do you think Joe Polish did it?

        Because its 1 thing to get a celeb endorsement, but he has taken it to a level I've never seen in my life.

        Like he doesn't just endorse himself with celebs but he somehow befriends them and gains long lasting relationships.
        Joe Polish said he heard that Branson was hosting a charity dinner, maybe it was something like $1,000 a plate. So he donated $15,000 for a plate (I may not have the correct numbers but the idea was he donated more than anyone else had ever donated) and that got Branson's attention. Then when he met Branson he ingratiates himself, invites him to speak, etc.
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  • Profile picture of the author John Jonas Phil VA
    Another thing you can do to harness the power of celebrity is to support causes that are also close to their hearts.

    I know of a local guitar shop who offered free guitar picks and music sheets for the free music workshops of our local music celebrities here. The workshops were for underprivileged kids. So basically, they got free news coverage and endorsement from the celebrities.
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