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Wanted: Famous People

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[caption id="attachment_1510" align="alignleft" width="300" caption="Annika Vrklan: 7-year-old Skateboarding Star"][/caption] Celebrity endorsements are a proven method for successfully promoting a product line, which is why large corporations spend millions of dollars paying star athletes and famous actors to market their products. Are these dollars well spent? Research reveals that two of the biggest advantages of celebrity endorsements include:
  • Some consumers perceive it as a status symbol to own a celebrity-endorsed product.
  • Consumers are more likely to remember a product long after the advertisement if it was celebrity endorsed.
A 2011 analysis by GreenLight shows that stars are aligning with brands in ever-greater numbers as advertisers ramp up high profile entertainment collaborations in campaigns:
  • 22% of all ads shown in 2011 featured celebrity endorsements.
  • 23% of ads featured licensed pop music.
  • Star-powered brands included Ford, Chevy, Dodge, HP, Cover Girl, Olay, Target, Nintendo and Apple.
  • Star-studded ads featured the likes of Drew Barrymore, Jennifer Hudson, Alicia Keys, Carrie Underwood, Jennifer Lopez, Nelly, Eminem, and Queen Latifah, as well as icons like Marilyn Monroe, Michael Jackson and Thomas Edison.
So how can small businesses such as Tail Wags Helmet Covers capitalize on product promotions without the big marketing budgets of large corporations? Tail Wags has been actively seeking celebrity endorsements by participating in celebrity gifting campaigns.  In return for a small fee, marketing firms such as “The Hollywood Stroller” invite a select group of businesses to be included in a gifting campaign. For a recent promotion, Tail Wags sent helmet covers, free of charge, to the children of the following celebrities:
  • Gwen Stefani
  • Julia Roberts
  • Matthew McConnaughey
  • Angelina Jolie
  • Nicole Kidman
  • Selma Hayak
Hopefully the children of these Hollywood stars will be photographed wearing their Tail Wags Helmet Covers and those images will be published in one of celebrity magazines such as People, US Weekly, In Touch or Hello resulting in the kind of publicity one cannot put a price on. Another great way to turn a small business into an overnight success story is to have your product featured on a syndicated television show such as Oprah, The Ellen Show or Regis & Kelly. Tail Wags was lucky enough to be featured recently on The Nate Show. Here’s a video clip of that feature: http://www.thenateshow.com/videos/detail/1747 Although Tail Wags Helmet Covers wasn’t mentioned directly, our Pink Bunny and Monster helmet covers were prominently featured. Do you know how much a product placement on a show costs? As an example, Coca-Cola pays over $35 million to flash its logo on “American Idol”. Annika Vrklan & Nate BerkusWasn’t the skateboarder, Annika Vrklan, adorable on the Nate Berkus Show? How did Tail Wags manage to get her featured? In fact, Tail Wags has been sponsoring Annika for several years now. She is an up and coming skateboarding star and the American media promotes her as the “Flying Bunny”! In another telecast, Annika was featured on National TV wearing her Pink Bunny helmet cover while Shaun White (2010 Olympic Gold Medalist in Snowboarding) played with her ears! Self-promotion requires unrelenting persistence and the creative use of networking, social media, press releases – even good old fashioned cold calling. Tail Wags has successfully been profiled on several TV stations in Canada including The Dragons Den, City Line, Breakfast Television, The Mom Show, Donny Deutsch’s The Big Idea and Rogers TV. Here’s a recent clip from Rogers TV: http://www.youtube.com/watch?v=qb6IH_vhymk Basically my message is this: any business (no matter what size) can promote its product line even without a big marketing budget! All it takes is a determination to get as much exposure for your product as possible.

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4 comments

  • Dear Andrea,
    It’s amazing how many people have suffered brain injuries. Thank goodness they are continually developing safer helmets and mandatory helmet laws are being introduced in most countries.
    Thanks for visiting my blog site!
    Sincerely,
    Karyn

    Karyn Climans on
  • LOVE those helmets. When I was a kid and riding horses we all wanted the cool low profile ones that didn’t do any good. Until I fell off and had a brain bleed with a seizure. Then my parents stopped caring what I thought and made me wear the safer one.

    Andrea on
  • Great idea Kimberly! I even know someone who knows him personally. Thanks!

    Karyn Climans on
  • What about Tony Hawks kids?

    Kimberly on

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