Celebrities are the tastemakers that drive brand awareness and usage. Celebrities drive the direction of trends. For example there has been a huge resurgence in the Pabst Blue Ribbon brand. They are the second fastest growing beer in the US and they have not spent a dime on advertising. How did they resurrect this brand without spending a fortune on re-branding efforts? Pabst Blue Ribbon Beer has risen to the top through celebrities using the brand. Rock musician "Kid Rock" was seen wearing a PBR belt buckle and T-shirt and from there it's history. Here are 7 solid ways you can build your brand through celebrity and tastemaker usage without breaking the bank.
1.) Sponsor local or national high profile events. Sometime you can do this on a product donation basis.
2.) Underwrite bands or artists in your market that you believe have a chance to make it big. Sometimes your investment will be as small as printing posters or placing ads for them that always contain your logo.
3.) Create and produce your own signature event and invite the press and local celebrities and tastemakers. Remember, if you give somebody and experience… they will never forget you.
4.) Find out where your local tastemakers are hanging out and get your products there.
5.) Send care packages with your products to local tastemakers, celebrities and news personalities. Make sure your contact information is enclosed.
6.) Create a loyal street team or crew of individuals that can sample your products where tastemakers are hanging out.
7.) Build a relationship with one tastemaker and make them your brand surrogate.
With these efforts and good timing your products will be in the hands of tastemakers and from there... it's history.
Thom King is the president of Multimediary Entertainment Marketing. Multimediary builds brands through making them part of the entertainment experience. Visit the web site at http://www.multimediary.com.
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