If a consumer sees that a celebrity likes your product, it provides instant validation and can catapult sales.
The terms Influencer Marketing, Gifting, Seeding, Buzz Building and Added Value can sometimes be used interchangeably. This is an inexpensive way to reach celebrities and market your product.
Here are three ways to snag that coveted celebrity photo with your product:
1. Direct to celebrity gifting
When gifting to celebrities directly it is important to create a strategic and succinct list of those that are truly relevant to your products’ target audience.
A lot of times, packages with a great product get passed over for something else that has more “bling”. It’s important to make sure your package stands out making an immediate impact.
Many “brokers” claim to represent celebrities and are not the exclusive representative. Working with them lessens the chance of your gift getting to your target. Hollywood celebrities…
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I recently re-read Michael Porter’s excellent article from HBR by this title. His insights remain as relevant today as when they were penned 18 years ago. He clearly explains strategy in a way that supports how I like to challenge customers to think about it. In this article, Porter eloquently address how a company can stake out competitive differentiation and align all it’s processes to deliver that differentiation.
Porter makes a clear distinction between
- Operational effectiveness: performing similar activities better than rivals, and
- Strategic positioning: performing different activities from a rivals’ or performing similar activities in different ways.
To me, strategy is about differentiating between these to allow focus on strategic positioning. As Porter states, operational effectiveness can be quickly copied through benchmarking and sharing of best practices. This encourages the opposite of differentiation and leads to hyper competition. Through strategic positioning however, an enterprise can stake out differences…
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