How to get your product in the hands of celebrities
Sarah Shaw is a single mother of two who has spent her career dressing, collaborating, and selling fabulous handbags to the world’s most famous people. His secret?
“I never take no for an answer.” This relentlessness created a resume full of celebrity mentions for his designs: two early costume companies did huge manufacturing jobs for films like Wind speakers, Matrix 2 & 3, Out of sight and The postman. Her handbag brand, Sarah Shaw Handbags, was available in Nordstrom, Sak’s 5th Ave, Barney’s NY, Bergdorf Goodman, Anthropologie, Fred Segal and 1,200 other stores across the United States. It grew into an eight-figure business thanks to the press in magazines like SHE, In the style, the “O” list and Marie Claire, be certain Access Hollywood, besides being worn by celebrities like Jennifer Aniston, Oprah, Cameron Diaz, Julia Roberts, Sarah Jessica Parker, Hallee Berry and 70 others. Shaw’s efforts have packed their bags in the movies Oceans’ 11, The revenge of a blonde and America’s lovers, and in TV shows Friends and Will & Grace.
Every time her handbags were owned by a famous woman, sales skyrocketed, she says. “There are so many benefits to having your product photographed in the hands of a celebrity,” says Shaw. “The media are much more likely to be interested in your brand if you have celebrities behind you.”
Today, Shaw teaches her secrets and strategies for launching and growing a brand through her consulting business, which features a special vertical on connecting with celebrities. You can also hear some of this advice from her star-studded podcast, Get a Street Smart MBA, which featured Venus Williams, Daymond John, Barbara Corcoran, Marcus Lemonis, Rebecca Minkoff, authors Ryan Blair and James Alutcher, and designer Bill Blass. .
Tips from Shaw for getting your product into celebrity hands:
Search for your favorite celebrities! Try to find out as much as you can about the celebrity you choose. If they have kids or a new baby, this is an easy way to get in touch with them. Are they fanatics of handbags, do they like brightly colored shirts, wear sunglasses everywhere, or do they like blingy jewelry? Maybe you see photos of them wearing pink all the time and you can create something in their favorite color. It is important to try to identify with them in one way or another if possible. They get tons of free products sent to them all the time and you want to find a way to make your product stand out. Remember: celebrities are people too!
To find celebrity contact details, see http://www.contactanycelebrity.com for all the 411s you need, for a monthly subscription. This website gives you contact information for every famous person you can think of. Once you have the contact details, write a friendly letter asking if you can send the gift to the celebrity.
Become BFF with the Gatekeepers. Making friends with the Assistant or Guardian is the key to celebrity relationships. A good idea for making a quick BFF is to give the keeper a gift as well. If you make t-shirts, ask them what size they wear and offer to send them one. If they’re not the right gender or the wrong style for your product, ask them if they want to give it as a gift to a friend or family member. Any extra effort could result in sales of $ 50,000 if your target celebrity is pictured wearing your shirt!
Make sure your product is packaged nicely, with a personal note. Don’t you love to receive a neatly wrapped and elegant gift? Celebrities too, so stand out. Include a personal note explaining why you think the star would like the gift. Remember: celebrities are people too!
Send your package via FedEx. People in the movie business are more likely to open a FedEx package because of perceived value… don’t ask me why… it just is. If you don’t want your box to get dusty in the corner of the mail, spend yourself for that extra expense.
Follow up with the keepers to see if it was appreciated, then jump. If your product is popular, consider flooding the market with tons of items. Consider sending the same article to other celebrities to create an instant trend. The media love trends and love to write about them, which also makes it easy for them to write about you.
Focus on the hottest celebrities. One of the fastest ways to market your product is to find the most popular celebrities each month. Magazines tend to find their “favorites” and hunt them down. The important thing is to act quickly. Celebrities are often sexy for a short time and you have to bang out while they are often photographed. Now is not the time to be shy. Once you find their contact details, contact their keepers and send them a gift ASAP.
Weeklies like People and Us Weekly are the # 1 way to find celebrity “guests” most of the year. Follow movie openings and focus on the ones that turn into hits. And don’t forget the Emmy and Oscar winners, Golden Globes and SAG winners. Search online for winners after each show, then decide which ones will be attractive to your target market and research them. They’ll be in the limelight for a short time, so go fast.
Amplify any positive reception. If you’re lucky enough to get a celebrity photo or thank you note, post it right away on your website and all social media. Share it with other gatekeepers, the media and in your newsletter. And don’t forget to impress your clients and clients!