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.