Celebrity Product and Cause Endorsements Raises Your Visibility in a Sea of Clutter

Originally featured in the November/December 2014 issue of C47Houston News & Entertainment Magazine

Swim with the Sharks and Sail with the Wind onto Your Next Horizon
By Andy Valadez, Marketing Strategist of Marketing Dynamics

“You are going to need a bigger boat!” What an incredible off-script line provided by the late actor Roy Scheider in the 1975 film “Jaws”. So, you have talent and some measure of visibility? Is it time to think about getting a bigger boat?

Success in any endeavor takes discipline, sacrifice, dedication, wisdom, resilience, and resolve. Actors and entertainers have heightened name and face recognition and the interest from their loyal friends, fans and followers.  As consumers, we all seek to make the best decisions about our lives from trusted family, friends, peers, and yes, celebrity endorsers.

Recently, we have had the opportunity to work with several companies and not-for-profits seeking to utilize celebrities to leverage their product or cause from a start-up sunglass company, pet adoption organization, human trafficking awareness group, homelessness needs provider, wild horse rescue concert and rally, anti-bully campaign, and services to our military.

The needs are many, and actors and entertainers have a talent that helps articulate key messages, personify the brands of companies, and celebrities can gain more exposure and increase their value in the marketplace with a nice portfolio. Well, you may say, “Well I am not a ‘big name’ star yet.” With that kind of thinking, you may never become the “big name” you aspire to be. Let’s start building the bigger boat you are going to need to sail into your horizons.

Plot your navigation and catch the wind:

  • Take inventory of causes and products you like.
  • Not every cause or product is worth endorsing – What will work for your persona and values? For example, would you support a product made by slave labor in any country?
  • Reach out to some companies to see how your reach could help their interests.
  • Truly believe in the product or cause, or don’t support it.
  • Don’t’ do too many. Strike a good balance.
  • Look for long-term relationships that you can grow with, learn their vision.
  • Find out how they plan to promote your involvement and offer them resources and ideas as well.
  • Find companies that may offer you stock or profits from their company for your commitment to help them grow their brand.
  • Work out a budget that makes sense for all to include travel, lodging, wardrobe allowance, appearance fee or social or web media, on-camera or print work.
  • Make memories – your endorsement means a lot to company leadership, employees, investors and their customers.
  • Be mindful of “Morals Clauses” (written or implied) – when you are representing companies and brands, your personal behavior matters when it reaches the public. With success, comes much responsibility.
  • Update your media kit with a media matrix and endorsement matrix of all of the things you have going to help their interests.
  • Be fun to work with, return your calls, e-mails and communicate your concerns and discoveries as you learn more about the product or service you are representing.
  • Track your activity, let you client know what you have been doing to help spread the word about their company.
  • And lots more!

    Send me an e-mail about your next endorsement opportunity by e-mail at Andy@TeamMarketingDynamics.com or tweet me @StealthMarketer.

About Marketing Dynamics

Marketing Dynamics was founded by Andy Valadez, graduate of Texas A&M University with a BBA degree in Marketing and Tulane University (Applied Business Certificate). He is a former United States Marine (serving during Desert Storm/Shield).  Andy is an entrepreneur who enjoys advising his clients on how to capitalize on their opportunities by adopting best practices and principles in marketing, with a focus on strategy and tactical implementation. He is also trending producer on IMDB.com and community volunteer.  Marketing Dynamics serves these key sectors:  technology, broadcast, entertainment, publishing, sports, and start-ups. To learn more visit:  www.TeamMarketingDynamics.com

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