It’s both an art and science, in using celebrities.
Plus for Biles and Athleta the Olympics are coming.
Helped in the negotiations. Obviously Gap's Athleta needs to have athletes and stars wearing their performance clothes and "Product."
Simone Biles wants more control and she said that the marketing of Athleta will be better at reflecting her values and vision.
At Athleta, now a one billion dollar brand, she said "To use her voice." Biles will work with the brand and design people and focus on Athleta Girl for the kidswear line.
Her own voice includes and refers to "gender inequality," "inclusion of all women" and "diversity." In the 9P's of Marketing, keywords in promoting in 2021. Part of that voice will be Biles' own line of of performance gear or "Product."
Simone Biles lasted approximately six years with Nike, signing in 2015.
She's not the first to leave Nike. USC's and former Nike athlete Allyson Felix left Nike in 2019. Kobe's family has left Nike.
Not great timing since both Felix and Biles will be in Tokyo for the Olympics
Obviously Gap's Athlleta is a smaller women's brand.
Why to products and services use celebrities?
- Exploiting celebrity’s or celebrities' popularity. Great Q scores
- Get more sales. For them to attract attention. For Felix and Biles they can have their own line of product which increases sales.
- Help get the product on the shelves ("Place," in my 9P's).
- Introduce new products. Obviously, Athleta is a smaller brand .
- 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? Felix and Biles make great impressions, especially at the Olympics in Tokyo. Or generate a good impressions?
- Is the celebrity or celebrities appropriate for your product or service? Olympic winners and stars, for sure.
- 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 the product or products are being used more. It's performance and Athleta.
- 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.