Ever hear of Cameo?
I did about two months ago and it’s a resource for individuals, marketers and advertisers; their Cameo for business has 35K celebrities and you can hire them on demand.
Their competition is Facebook and TikTok, who are coming out with similar marketing programs of matching a celebrity or two to a business and brands.
Cameo for Business is not fully launched as a new product and is in testing.
Why do products and services use celebrities?
- Exploiting celebrity’s or celebrities' popularity. Great Q scores
- Get more sales. For them to attract attention.
- Help get the product on the shelves ("Place," in my 9P's).
- Introduce new products. .
- Improve company or product’s image
- Boost company or the product’s awareness and image
- Break through the clutter of messaging and media. Instore distribution.
- Increase company or product’s credibility
- Use celebrity in marketing and sales meetings. Star can appear in sales events or with Olympic stars you get promotion at Olympics and events
- Does the celebrity or celebrities add value? They can make great impressions.
- Is the celebrity or celebrities appropriate for your product or service?
- Does celebrity subtract from product or service?
- It used to be about "gut feelings." Now brand managers are asking “Show me the evidence that this is the right star or celebrity.” It’s definitely both an art and science.”
- Does the celebrity add to the product’s image? Seems like with the pandemic some product or products are using celebrities and influencers more.
- It's being promoted thru social channels as the primary driver for distribution and sales.
- How much is her or their fee(s)?
- How is the contract structured?
- When you pay the celebrity their fee, this will decrease media exposure/expenses?
- What about the history and future of the celebrity exposure? What about “after hour” behavior, any criminal record, FTC issues? Health?
- Be sure celebrity uses and continues to use the product?
- Be sure the facts about the product are true and substantiated, before giving script to celebrity.
- You must disclose if the star or celebrity has considerable interest in the company or product.
- Q Scores: The company, Marketing Evaluations, produces a Q score (a numerical rating of a celebrity’s popularity). It’s a calculated business risk. Past blowups have taught brand managers to do a better job of investigating the background and lifestyles. The checks may uncover something which makes you pause.
Specifically you will find them detailed at 9P’s/Nine P’s.