In the PR business, I look for opportunities in all different areas of media in order to build exposure for my clients. Recently I took a client of mine to Los Angeles
Celebrity Gifting Suites are the opportunity to get your product into the hands of celebrities in your target market in the hopes that they will be photographed with your product in mainstream media, or will give you an endorsement to be used on your website.
Because this was a new opportunity for me as well, here are a few things I have learned:
- A hidden value is that many different media people will attend the event. Make sure you have media kits available with easily accessible contact information, photography, and information on your product or service. Don’t forget to ask for contact information and always follow up.
- Use the event as an opportunity to develop your relationships with your followers on social media. People love a great celebrity story and are impressed when you have the opportunity to meet celebs and introduce them to your product. Make sure you tweet and Facebook your experience.
- Expect C and D list celebrities. I hate to burst your bubble but Angelina Jolie and Brad Pitt are not going to make an appearance. These events are for celebrities to get their faces in front of the media and to stay current, many travel with their own PR rep who has their bio sheet and head shot for media opportunities. Expect celebrities with TV shows that are just launching, movies or shows that are coming soon, or celebrities that haven’t worked in awhile but want to stay in the public eye by attending events.
- Push to have a front and central location. These events can be chaotic during the set up. Be confident in pushing for a location that is seen by every person that comes into the room, never allow yourself to be pushed to the back of the bus.
- Build an easily photographed area where you can place your celeb and product. This includes banners with logo placement and an area branded with your corporate colours.
- Plan on ‘gifting’ over 100 different units of your product plus your staff and travel expenses. This still ends up being a cost effective way to market but make sure you budget accordingly.
- Build relationships with those exhibitors around you. These events are long and sometimes tedious, build relationships with the exhibitors around you. You will typically meet people from around
North America who have the same target market you do. A perfect opportunity to learn and share with another growing business and to build your network. - Make sure you have enough staff to support the event. Their will be hours where not one celeb walks through the door and then you are bombarded with 15 in a matter of minutes. Make sure you have another set of eyes to watch for a media or celeb opportunity and someone to take a photo when an opportunity lasts only a split second.
At this point in my career I have done a handful of these events and everyone of them has been valuable but they can be expensive, stressful and time consuming. Be sure you follow up with the media and ask if they are interested in your story. If a celebrity follows up to thank you, don’t be afraid to ask for a recommendation (be sure it is a celeb you want to recommend you ie. Maybe wait on Charlie Sheen right now).
And if you are a Canadian as I am, always, always take the time to enjoy California as these events are typically held during our outrageous winters…two days away form the kids, sunny Los Angeles….sounding better and better isn’t it?
