Marketing with local celebrities - Is this a good strategy?
Post 1 of 10
Dear All
As I try to market my products weighting their own advantages. I have noticed that it is a slow process. Some importers are giving me ideas in a different context. If your product itself does not convey the message to the public you want to reach, you could also consider partnering with products that already have a strong market share in their category, or use local celebrities as the face of the product.
I tried the first approach. I wanted to launch ads with my cookies and a local soft drink with strong sales. No much luck, actually it was difficult, those products don't want to help anybody, they are very protective of their achievements.
So I am going to try the second one. There is a famous Peruvian singer William Luna that will be in New York in June. I am considering sponsoring all the events he will perform, plus organize a press conference and host a couple of CD signing in two popular venues where the Peruvian community likes to attend.
I was wondering if somebody from the audience has done something on this regard. If this person could share their experiences when partnering with another product or sponsoring local celebrities. That will help me in finalizing my strategy. I will appreciate all the valuable feedback on that regard. You culd also give me some suggestions how should I approach that. The artist will be in town anyhow, so the opportunity is there for me to take it.
Vicente Huaman![[em14]](http://img.alibaba.com/images/eng/style/icon/emoticons_embrace.gif)
As I try to market my products weighting their own advantages. I have noticed that it is a slow process. Some importers are giving me ideas in a different context. If your product itself does not convey the message to the public you want to reach, you could also consider partnering with products that already have a strong market share in their category, or use local celebrities as the face of the product.
I tried the first approach. I wanted to launch ads with my cookies and a local soft drink with strong sales. No much luck, actually it was difficult, those products don't want to help anybody, they are very protective of their achievements.
So I am going to try the second one. There is a famous Peruvian singer William Luna that will be in New York in June. I am considering sponsoring all the events he will perform, plus organize a press conference and host a couple of CD signing in two popular venues where the Peruvian community likes to attend.
I was wondering if somebody from the audience has done something on this regard. If this person could share their experiences when partnering with another product or sponsoring local celebrities. That will help me in finalizing my strategy. I will appreciate all the valuable feedback on that regard. You culd also give me some suggestions how should I approach that. The artist will be in town anyhow, so the opportunity is there for me to take it.
Vicente Huaman
Award 50 MVPs (
What's this?
)for the best answer.
10 May 2007 07:01
Post 2 of 10
Quoting from [Vicente]:
Dear All
As I try to market my products weighting their own advantages. I have noticed that it is a slow process. Some importers are giving me ideas in a different context. If your product itself does not convey the message to the public you want to reach, you could also consider partnering with products that already have a strong market share in their category, or use local celebrities as the face of the product.
I tried the first approach. I wanted to launch ads with my cookies and a local soft drink with strong sales. No much luck, actually it was difficult, those products don't want to help anybody, they are very protective of their achievements.
So I am going to try the second one. There is a famous Peruvian singer William Luna that will be in New York in June. I am considering sponsoring all the events he will perform, plus organize a press conference and host a couple of CD signing in two popular venues where the Peruvian community likes to attend.
I was wondering if somebody from the audience has done something on this regard. If this person could share their experiences when partnering with another product or sponsoring local celebrities. That will help me in finalizing my strategy. I will appreciate all the valuable feedback on that regard. You culd also give me some suggestions how should I approach that. The artist will be in town anyhow, so the opportunity is there for me to take it.
Vicente Huaman
Dear Vicente,
I used celebrity advertising to my advantage in 1993 or so.
Nepal born actress, Manisha Koirala was not a big name in Indian film industry yet , but two of her new releases were getting good reviews, "Bombay" and "1942-Love Story". We made her appear in ad films and after release of both movies, she became megastar, and her appearance in our advertisement gave me a good milage.
But, if this star or any star associated with your product falls from grace, your product gets bad publicity.
Recently, advertisements worth millions of dollars were withdrawn because national team failed miserably in World Cup Cricket.They were national heroes before the world cup, but now they are target of ire of sports loving poeple.
So celebrity endorsement can be double-edged weapon.
Regarding partnering with other product, you may offer your product as complimentary on purchase of famous product, if both are compatible.You can earmark some quantity.You can get some milage through their advertising of your product as gift on purchase of famous product.
Third option is to give your product as gift to quiz winners on FM or Tv quiz shows.You get publicity and exposure at much less cost.
Best of luck.
Sixer
SIGNATURE:
About Our Company
Vishwanath Agencies
We work as an extention of your company in marketing, Consultancy and sourcing activities, keeping your interest in mind as top priority.
Sourcing-we ensure supplies and services at affordable price for quality ...
More
10 May 2007 08:13
Post 3 of 10
Replying to [Vicente]:
Dear Vicente
I quite agree with sixers view that useing celebs can be double edge.
As far as celebs are considered they can be bit costly alternative. They can do the trick but there are many chances for a slip. I would like to list some:-
1. Their personality may over shadow your brand. Some times when seeing a commertial one would see only the celebrity and not brand he is posing for.
2. Their image should match with image or message which you want to sell to customer. Like you can not sell health food can not be posed by a rolly polly star.
3. They should be popular among your target market. Children will not appriciate hot models much.
4. Some times people overlook the idea when posing a star that is mistake done.
5. When using a celeb try invest same on the execution and design as on celebs himself. Try getting best photographer, creative director etc.
I would also rather suggest a chaper alternative of this. That is brand placement and a popular seriel or multi stared movie.
For this you could first consider, which market would you like to penetrate in cookies.
Is it for children, general etc. Also, try and catagorize them in other catagories eaten with tea, with out tea, any ways or are they with chocolate chips, butter, dry fruit etc.
This can really help you. As I also mentioned in one of my topics that catagorizing market is important also finding out the mentality of the market. That can only anser you question.
Madhur Agarwal
Dear Vicente
I quite agree with sixers view that useing celebs can be double edge.
As far as celebs are considered they can be bit costly alternative. They can do the trick but there are many chances for a slip. I would like to list some:-
1. Their personality may over shadow your brand. Some times when seeing a commertial one would see only the celebrity and not brand he is posing for.
2. Their image should match with image or message which you want to sell to customer. Like you can not sell health food can not be posed by a rolly polly star.
3. They should be popular among your target market. Children will not appriciate hot models much.
4. Some times people overlook the idea when posing a star that is mistake done.
5. When using a celeb try invest same on the execution and design as on celebs himself. Try getting best photographer, creative director etc.
I would also rather suggest a chaper alternative of this. That is brand placement and a popular seriel or multi stared movie.
For this you could first consider, which market would you like to penetrate in cookies.
Is it for children, general etc. Also, try and catagorize them in other catagories eaten with tea, with out tea, any ways or are they with chocolate chips, butter, dry fruit etc.
This can really help you. As I also mentioned in one of my topics that catagorizing market is important also finding out the mentality of the market. That can only anser you question.
Madhur Agarwal
10 May 2007 22:45
Post 4 of 10
Replying to [Vicente]:Dear Sixer
Your reply is very opportune and valid, and I will consider that into my strategy. I didn't forsee the double-sword impact it could get from bad performances. Sorry to hear about the Indian cricket team, going from heroes to losers. When I was in India last year, I learn some about Cricket as all my buddies were glued to the TV watching Cricket games. But I notice Sri Lanka having a very good team, they impressed me a lot.
Anyhow, this star is in the uphill, he is a singer well known in Peru, and started venturing internationally. He has been in Ecuador and Chile and Canada. The Peruvian community in New jersey is big (close to 400,000 peruvians). I would like you to listen to his music
http://www.williamluna.net/main_default.htm
Once you are in the website. click on MP3 (right below the Washinton Seatle-USA text), so it will play most of his songs, the number 7 Ninachay, is the most famous song. It is inSpanish, but the music is telluric, come from within the land.
Actually I am projecting myself 5 years down the road. Currently his stardom is limited to Peru, but I believe in five yers he will be much more famous, and I want to sign him up as the face of my product. So I could reap all the benefits when the right time arrives.
A very long-term but with clauses to break at anytime from mutual agreement, if the expectations from each other changes.
Once again thank you for your valuable comment. It is very good.
Vicente Huaman
Your reply is very opportune and valid, and I will consider that into my strategy. I didn't forsee the double-sword impact it could get from bad performances. Sorry to hear about the Indian cricket team, going from heroes to losers. When I was in India last year, I learn some about Cricket as all my buddies were glued to the TV watching Cricket games. But I notice Sri Lanka having a very good team, they impressed me a lot.
Anyhow, this star is in the uphill, he is a singer well known in Peru, and started venturing internationally. He has been in Ecuador and Chile and Canada. The Peruvian community in New jersey is big (close to 400,000 peruvians). I would like you to listen to his music
http://www.williamluna.net/main_default.htm
Once you are in the website. click on MP3 (right below the Washinton Seatle-USA text), so it will play most of his songs, the number 7 Ninachay, is the most famous song. It is inSpanish, but the music is telluric, come from within the land.
Actually I am projecting myself 5 years down the road. Currently his stardom is limited to Peru, but I believe in five yers he will be much more famous, and I want to sign him up as the face of my product. So I could reap all the benefits when the right time arrives.
A very long-term but with clauses to break at anytime from mutual agreement, if the expectations from each other changes.
Once again thank you for your valuable comment. It is very good.
Vicente Huaman
11 May 2007 10:23
Post 5 of 10
Replying to [Vicente]:Dear Sixer
Your reply is very opportune and valid, and I will consider that into my strategy. I didn't forsee the double-sword impact it could get from bad performances. Sorry to hear about the Indian cricket team, going from heroes to losers. When I was in India last year, I learn some about Cricket as all my buddies were glued to the TV watching Cricket games. But I notice Sri Lanka having a very good team, they impressed me a lot.
Anyhow, this star is in the uphill, he is a singer well known in Peru, and started venturing internationally. He has been in Ecuador and Chile and Canada. The Peruvian community in New jersey is big (close to 400,000 peruvians). I would like you to listen to his music
http://www.williamluna.net/main_default.htm
Once you are in the website. click on MP3 (right below the Washinton Seatle-USA text), so it will play most of his songs, the number 7 Ninachay, is the most famous song. It is inSpanish, but the music is telluric, come from within the land.
Actually I am projecting myself 5 years down the road. Currently his stardom is limited to Peru, but I believe in five yers he will be much more famous, and I want to sign him up as the face of my product. So I could reap all the benefits when the right time arrives.
A very long-term but with clauses to break at anytime from mutual agreement, if the expectations from each other changes.
Once again thank you for your valuable comment. It is very good.
Vicente Huaman
Your reply is very opportune and valid, and I will consider that into my strategy. I didn't forsee the double-sword impact it could get from bad performances. Sorry to hear about the Indian cricket team, going from heroes to losers. When I was in India last year, I learn some about Cricket as all my buddies were glued to the TV watching Cricket games. But I notice Sri Lanka having a very good team, they impressed me a lot.
Anyhow, this star is in the uphill, he is a singer well known in Peru, and started venturing internationally. He has been in Ecuador and Chile and Canada. The Peruvian community in New jersey is big (close to 400,000 peruvians). I would like you to listen to his music
http://www.williamluna.net/main_default.htm
Once you are in the website. click on MP3 (right below the Washinton Seatle-USA text), so it will play most of his songs, the number 7 Ninachay, is the most famous song. It is inSpanish, but the music is telluric, come from within the land.
Actually I am projecting myself 5 years down the road. Currently his stardom is limited to Peru, but I believe in five yers he will be much more famous, and I want to sign him up as the face of my product. So I could reap all the benefits when the right time arrives.
A very long-term but with clauses to break at anytime from mutual agreement, if the expectations from each other changes.
Once again thank you for your valuable comment. It is very good.
Vicente Huaman
Dear Vicente,
You are likely to make good, being in almost similar situation as I did by using Nepal born actress.Incidentally she is granddaughter of current Nepal Prime Minister's brother.
As you can see, she was selected for the scope and promise of celebrity status, her selection was smart move.Because, immediately after release of films, her fees for campaign doubled, naturaly.
Best Of Luck,
Sixer
SIGNATURE:
About Our Company
Vishwanath Agencies
We work as an extention of your company in marketing, Consultancy and sourcing activities, keeping your interest in mind as top priority.
Sourcing-we ensure supplies and services at affordable price for quality ...
More
11 May 2007 19:30
Post 6 of 10
Replying to [Vicente]:
Dear Vicente
I wish you a good luck for this campaign.
But, still I would suggest you to do keep focus on product more than the Celebrity.
I recenly saw a ad of Motorola, which casted Mr. Abhishek Bachan and it was like him V/s Motorola's karisma and ofcourse Motorola wins. This was a concept I really liked.
Madhur Agarwal
Dear Vicente
I wish you a good luck for this campaign.
But, still I would suggest you to do keep focus on product more than the Celebrity.
I recenly saw a ad of Motorola, which casted Mr. Abhishek Bachan and it was like him V/s Motorola's karisma and ofcourse Motorola wins. This was a concept I really liked.
Madhur Agarwal
11 May 2007 20:29
Post 7 of 10
Replying to [Vicente]:I have noticed in many countries they use well known people to sell products ,IT must work ,or the big companies would not do it ,, we have used TV stars wear Opal pendants and rings .. Sales do go up that month ,, ![[em19]](http://img.alibaba.com/images/eng/style/icon/emoticons_great.gif)
13 May 2007 09:48
Post 8 of 10
Replying to [Vicente]: Good luck Vicente, in China, some big groups hiring S. Korean movie star to promote their products, it was a great hit since that Korean lady movie star is very beautiful and popular; Whereas McDonald's hired a Taiwanese girl singer which caused a lot of trouble because the Taiwan singer made some silly remarks on TV appearance which hurt the feelings of China Mainland people.
Do a thorough check of the celebrity you are going to use is advisable.
Best,
Moolan![[em3]](http://img.alibaba.com/images/eng/style/icon/emoticons_grin.gif)
![[em38]](http://img.alibaba.com/images/eng/style/icon/emoticons_rose.gif)
Do a thorough check of the celebrity you are going to use is advisable.
Best,
Moolan
14 May 2007 08:04
Post 9 of 10
Replying to [Vicente]:Dear Moolan
Yes, I have to be careful, do my sanity check before I embark on this campaign. Make sure this celebrity is stable and doesn't have a conflicting view of local affairs. As Sixer mentiones this could work to my advantage if celebrity is doing fine, but it could also backfire if celebrity gets into trouble.
I will find ways to minimize the risk. This singer I have targeted is very famous in Peru and his music is highly acclaimed, but I don't know much about his ideas yet. Thank you for the valuable feedback. Better be safe than sorry.
Vicente
Yes, I have to be careful, do my sanity check before I embark on this campaign. Make sure this celebrity is stable and doesn't have a conflicting view of local affairs. As Sixer mentiones this could work to my advantage if celebrity is doing fine, but it could also backfire if celebrity gets into trouble.
I will find ways to minimize the risk. This singer I have targeted is very famous in Peru and his music is highly acclaimed, but I don't know much about his ideas yet. Thank you for the valuable feedback. Better be safe than sorry.
Vicente
14 May 2007 08:37
Post 10 of 10
Quoting from [Vicente]:
Dear All
As I try to market my products weighting their own advantages. I have noticed that it is a slow process. Some importers are giving me ideas in a different context. If your product itself does not convey the message to the public you want to reach, you could also consider partnering with products that already have a strong market share in their category, or use local celebrities as the face of the product.
I tried the first approach. I wanted to launch ads with my cookies and a local soft drink with strong sales. No much luck, actually it was difficult, those products don't want to help anybody, they are very protective of their achievements.
So I am going to try the second one. There is a famous Peruvian singer William Luna that will be in New York in June. I am considering sponsoring all the events he will perform, plus organize a press conference and host a couple of CD signing in two popular venues where the Peruvian community likes to attend.
I was wondering if somebody from the audience has done something on this regard. If this person could share their experiences when partnering with another product or sponsoring local celebrities. That will help me in finalizing my strategy. I will appreciate all the valuable feedback on that regard. You culd also give me some suggestions how should I approach that. The artist will be in town anyhow, so the opportunity is there for me to take it.
Vicente Huaman
Dear Vicente,
Moolan has given a very good example of celebrity advertising going bad, as it was cited by me as double edged weapon.Your brand gets effected by bad impression.
Sixer
SIGNATURE:
About Our Company
Vishwanath Agencies
We work as an extention of your company in marketing, Consultancy and sourcing activities, keeping your interest in mind as top priority.
Sourcing-we ensure supplies and services at affordable price for quality ...
More
14 May 2007 20:36
Page 1 of 1