SEM A - Promotion PE - Employ sales-promotion activities to inform or remind customers of business/product PI - Maximize/Capitalize on celebrity’s appearance at an event

A few fashionable celebrities

Why use celebrities in SEM Celebrity appearances are used more often today than ever before especially for opening of venues Main purpose is for promotion and raising awareness of your event with your target market – It also generates more excitement, buzz & attendance – But, your target market must match the celebrity Example: If you have a night club that wishes to attract younger crowds, you would choose TV personalities or pop stars to attend your opening A famous face will bring lots of publicity and draws the interest of local media and the general public – This helps to guarantee a successful opening

Types of events Opening of a venue Signings at a meeting or event Charitable events Recognition or award events Introduction of new team members, etc.

How to maximize celebrity appearances Book the celebrity well in advance of your event to allow flexibility – Celebrities require more hand-holding, so understand & agree what is expected by both sides Prepare in advance Provide the celebrity with a list of benefits such as location, press coverage, good will, fee and any charity that may be involved Obtain and approve the charity you wish to link with – finalize the details Secure sponsors to assist in paying for the celebrity

How to maximize celebrity appearances Work closely with their manager or agent – Describe the audience & type of message they may be interested in – avoid conflicts – make sure the celebrity is correct for your attendees/target market – Obtain information about any “riders” required and make sure you can handle them A rider is a contract that specify what amenities should be provided to the celebrity when they attend an event, e.g., dressing room preferences, type of food, transportation, hotel, etc. – Assign a point person that will handle all aspects of the appearance…the go to person! – Set a production schedule and “stick to it” – Don’t forget about the celebrity’s crew, make them feel good! Have a great time!

SEM Activity Students working in pairs, must select any SEM event that may require publicity & attendance. Describe the target market!!! Students must select a celebrity that will attend the event (project to be produced in PPT format) – Provide a production schedule for the event that includes what/when/how about the celebrity – Include details about any celebrity “riders” Students must select a charity to link with & that will appeal to their target market – Provide details about any charity involvement or revenue Students must include 3 sponsors (different levels) for the event & that will appeal to their target market – Provide details about what/when/how the sponsors will do at the event Students must create an ad (their choice of type) that will promote the event, celebrity, sponsors and charity