Our company has been thinking about doing a celebrity endorsement, but we don’t want to use a big name on our first attempt. Are lesser known celebrities worth trying out? Has anyone had success going this route?
Yes absolutely. Specifically look for someone who engages with their fans, and has fans that communicate back with the artist. This shows that they have a relationship with their audience, which leads to better sales for anything that they are promoting. Just because the celebrity doesn’t have a huge name, doesn’t mean they can’t make a huge impact.
Trust me, smaller artists are a lot easier to deal with. Also, their managers are more likely to respond to your emails.
We’ve found that up and coming celebrities actually make a lot of sense for small businesses. They tend to cost less money up front, and if you’re willing to share equity in your company you can get an endorsement deal with a fairly moderate budget. Of course, if you don’t want to give up equity, lesser known celebrities will definitely be easier to fit into your budget.
But, more to the point of your question, working with an up and comer really can be a great business decision. Big celebrities have wide appeal, but your company may not necessarily need that. If you can find a celebrity who is popular in a particular niche you want to break into, you may get a better response than with a celebrity that has broader appeal. It’s the same as any marketing strategy, go for the people who are most likely to buy your product or service. Paying for a big name means paying to be seen by a lot of people who will never be interested in your product or service. It’s not exactly cost efficient.
Also, if you choose your celebrity endorsement wisely, you might get in at the beginning of a career for an entertainer who eventually becomes a big deal. And, that could mean more opportunities for your company down the road. As your celebrity endorser’s reputation grows, so can your business reach.
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