During election years, especially, people tend to hear the word, “endorse,” fairly often. While most recognize that as being a person’s approval or recognition of another party, person, or product, they fail to understand the benefits of the action entirely. A multitude of advantages is affiliated with this act of recognition, which is ultimately why it is becoming immensely popular in other industries. Among the industries using this form of approval is a business. As companies have developed the understanding of building profound relationships and the effect that those relationships have on their products and their brand in its entirety, this supportive action skyrockets even further into the spotlight. First things first, however, is the necessary steps to take before being granted these stellar recommendations.Traditionally, a business needs to write a letter asking for endorsement to the prospective party. In this endorsement letter, the following must be concisely stated:
- Who you are, the name of your business and your role within that company are all essential when beginning to craft this letter. If a relationship already exists with the other party, make mention of it.
- Request the recommendation using the utmost clarity.
- Why is this action necessary? How does it benefit both parties? Answer these questions thoroughly.
- What are the guidelines of this deal? Essentially, what is expected from both sides?
- Clearly state when this support is needed by and why.
- If you require a follow up with the other party, state that time appropriately.
- Offer profound gratitude, and sign the request.
It seems easy enough, right? Well, what if you are unable to contact this person due to their status? While a common dream is the ability to make contact with superior beings, like politicians or celebrities, it is often not attainable. It is is the reason behind companies who can make this happen, though; this dream is the cause of the madness behind celebrity branding and celebrity endorsement as a practice.
A Spark of Genious: A Celebrity as an Endorser
Celebrity branding, as it is also called, has profound effects on any business who wishes to utilize the services. By putting a brand to a face as a marketing strategy, the masses begin to take notice, and even the smallest of businesses launch into the spotlight and tend to stay there. Think about it: Even established brands that have been in circulation for decades are highly recognizable by the celebrities that have offered product endorsement. Though your head is probably reeling from a combination of excitement and slight confusion, try to remain grounded for a brief moment to understand better both the benefits and common concerns affiliated with this act.
What If a Person Does Not Want His Business to Be Famous?
Admit it: Every person in the world has a dream of his business thriving before he even establishes it. Celebrity endorsements do not detract from the charm of mom and pop type businesses but, instead, guarantee that business endeavors will never give way to stagnation. The support from stars ensures the protection of your business, and that you will maintain your desirable, quiet life without the added stress of the numerical aspect of owning a company.
People Will Recognize the Celebrity and Not Care about the Business, Right?
Of course not! Imagine, for a second, the intrigue associated with a celebrity doing something as common as eating a bag of chips. Most people tend to wonder why they are eating that specific bag of chips, and what sense of glamor that exact brand exudes to gain the recognition from celebrities. Essentially, most want that bag of chips as a means to get closer to the star who consumed them; they want the product due to the belief that they will become like that star. The product is in the spotlight, while the fame of the person utilizing that item only offers support.
Endorsements Are Expensive; How Can Small Businesses Afford to Pay Stars?
Thankfully, you do not need millions of dollars to gain this validation from superstars–you just need the right company! Marketing companies that specialize in celebrity branding grant you access to the stars for far less than you would imagine. Your immediate success will virtually pay for the celebrity support simultaneously. Rest assured in knowing that it will not cost you an arm and a leg to partake in this fervent branding.
From the Idea to the Booth: How You Gain Access to the Stars
After multiple attempts to reach stars on social media or through a vast array of letters that had offered no luck, your only remaining choice is investing the help from a celebrity branding company. From there, your remaining option becomes fairly clear.
- You are invited to attend a marketing event.
While a letter of endorsement can sometimes work out in your favor, mention must be made that this method is sometimes ineffective and, undoubtedly, time-consuming, so the latter option is suitable. Essentially, these events circulate the process of you and around forty to fifty other businesses being invited to craft a booth that highlights your business. The branding company will invite the celebrities and them, along with their agents, will walk through each booth equipped with an informational brochure providing them with slight insight about the company, product, or organization before arriving at your stop.
This is your opportunity to shine by offering exclusive details enticing enough for even the most finicky stars. Even the famed desire to know what is in it for them, so it is best to highlight some key points:
- Money is an initiative to everybody but, as previously mentioned, that is not in the cards for everyone. As a result, describe how this product can further influence their stardom.
- If your brand is affiliated with charitable organizations, that might be fairly intriguing to the celebrity, as they will want to help the cause as they assist in benefiting your business.
- Food is also a powerful motivator, so for those who sell edible products, make certain to lure in prospective stars with quality goods.
- Market your product as a means that establishes the benefits they have for the body, mind, soul, or even to navigate through life’s unsightly burdens.
If channeling your inner marketing guru proved effective and a celebrity decides to offer their support in favor of your brand, you will enter into a contract with that celebrity, as established by their agents and, probably, their legal guidance. As a result, it is important to understand an important factor.
What Is a Restrictive Endorsement?
This is a technique of control in which a financial tool, usually a check, is no longer up for negotiation. Essentially, one of the parties revokes the other’s ability to argue price, capabilities, and limitations. For example, checks that are labeled, “For deposit only,” establish the fact that the receiver is unable to cash the check, but can only deposit it into an account.
In this circumstance, this form of endorsement can result when the celebrity was paid in full, or can even entail what the celebrity will not do in terms of advertisement, like the refusal to market using a particular social media platform. This often circulates a star’s preexisting contracts.
A Friendly Reminder: Why to Use Celebrity Branding
This form of marketing undoubtedly gets your brand recognized and retained in the minds of millions. All involved parties tend to benefit from this act as a result of the gained notability; both the endorsee and celebrity take something away from the experience. From delicious food to exercise equipment, from a charitable organization to a tool that can make pet care a cinch, the options are undoubtedly endless and contribute to a cycle full of tight-knit business partnerships, elevated brands, and names that the public will not soon forget.