Mr. Tied Up

There is no magic button. Thankfully, we can make our own magic. This addition of ASK JOY weighs the benefits of celebrity placement to an overall marketing campaign:

Hi Ms. Joy,

I'm an investment banker by day, silk-tie designer by night. Since I work in Chicago, I deal with a lot of high-net worth men to sell my ties to, but, someone suggested that I get more celebrity connections. I actually did a gift bag in Los Angeles last year and nothing happened. No press. Nothing! Is celebrity placement really worth it for me and my ties? Why bother?

- Tied Up in Chicago, IL

Mr. Tied Up,

Yep, it's probably worth it. Of course, any celebrity placement you do needs to be smart, strategic, and aligned with your overall brand image.

I'm not sure if that gift bag in LA placed your ties with your target demographics (since you didn't tell me what celebs got them) but, before you agree to do any placement, you need to know some stuff. WHO will receive the ties? WHAT media (if any) will be covering the placement? WHERE will photos be available? WHEN will photos be available?

Once you have these answers you can start to make decisions and figure out how much hustle you need to do. And you do need to hustle on your end. You can't just get a photo and sit on it and expect magic and fairy dust to happen.

Try to place your ties with names that you respect and think adhere to your brand. Target events that will provide the resources to promote your placements. Then, take control and pursue press on your own- take the photos and use them to entice merchandisers and customers. If you do a placement and nothing happens, then take it upon yourself to make something happen.

Just like print articles, ads, TV press, and radio interviews, celebrity placement is just another aspect of publicity. Don't expect one celebrity gift bag alone to be a magic wand. Make everything work in concert.

Keep rising!

Joy

Ask A Reporter: Gina Roberts-Grey

Gina Roberts-Grey knows a good story when she sees one. She's contributed health, lifestyle, parenting and nutrition articles as well as celebrity profiles to over 200 magazines. These publications include GLAMOUR, ESSENCE, WOMAN'S DAY, SELF, and PREGNANCY, but that's only the tip of the iceberg.

Her work has been widely translated and Gina currently serves as co-chair for the American Society of Authors and Journalists' (ASJA) 39th annual writer's conference to be held in Spring 2010.

Gina took a few minutes to share her thoughts on fame, media exposure, and what makes a profile compelling:

When profiling a celebrity or celebrity expert, what are some of the attributes that make the individual fascinating and compelling (other than fame itself)?

GRG: There are a number of factors, that are usually based on what the outlet (I'm writing for) wants or needs. In many cases, it's not necessarily "new" news. It may be a life-long cause, a medical condition, etc. In other cases it's what projects they're working on, or have lined up. In the latter, interest is usually tied to doing something new.

Celebrities live very public lives yet it's impossible for the public to know everything about them. Have you found that the famous people you've profiled were fully aware of their own public perception?

GRG: Yes, in fact, the celebrities I've interviewed take that very seriously. They're advocates for health issues, the environment, etc. and they're using their voice to get very important messages out to as many as possible.

Does the current state and abilities of media (and social media) make it easier or harder to rectify a negative image? Does it make it easier or harder to cultivate and maintain a positive image?

GRG: I think it depends on the audience. If the target "image shaping" audience is using social media, I think it may be easier. But I don't think social media is the "end all be all". A lot of fans and those curious about celebs get their information and shape their opinions based on the print and TV media.

How has the public's fascination with famous people changed over the years? Is public demand becoming more voracious?

GRG: I think the public looks to celebrities for hints of "normalcy". They want to relate to the people the see on TV, read about, etc. And are fascinated with celebs to learn if a celeb is getting divorced, having a baby or has a rowdy teen, just like "everyone else".

What are some things from the subject's team you find frustrating or counterproductive when trying to complete a story (such as unresponsive, details that are difficult to fact check, and so on)?

GRG: The red tape to schedule an interview. I've found that once you can get access to a person, they're very graceful, charming and forthright with information. However, it can be tricky to navigate the handlers, agents, etc. surrounding the person. But, I've yet to encounter a celebrity who wasn't terrific to speak with.

Visit Gina Roberts-Grey online at GinaRoberts-Grey.com