1. SEM1 4.02 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

2. Celebrity appearances Promotion Publicity Raising awareness of your event – Generates excitement and attendance – 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 – Gains interest of the media and the public – Helps guarantee a successful event??

3. Types of events Opening of a venue Autograph Signings Charitable events Recognition or award events Introduction of new team members

4. Maximize a celebrity appearance Promote through press coverage Book the celebrity well in advance – Celebrities require more hand-holding – Understand & agree what is expected by both sides How long the appearance will last Actions performed by the celebrity

5. Celebrity Expectations -Length of Appearance -Celebrity Actions

6. Maximize a celebrity appearance Link with a Charity – Promotes positive atmosphere Secure sponsors – assist in paying for the celebrity

7. Maximize celebrity appearances Make sure the Celebrity fits the target audience Example: Rock star agreeing to sign copies of her/his latest CD at a store's grand opening Work with their manager or agent – Provide the celebrity with benefits – Location (Lodging) – Appearance Fee – Transportation – Obtain information about any “riders” required and make sure you can handle them

8. CELEBRITY RIDERS Contracts that specify what amenities should be provided for celebrities when they make an appearance at an event – Keep your celebrity happy and comfortable – Dressing room preferences, Food, transportation http://video.in.msn.com/watch/video/outrageous-celebrity-appearance-fees/vexgrmi1?cpkey=6d959a88-dfb1-481b-aff9- 100f7fcd6aa8%257c%257c%257c%257c http://www.youtube.com/watch?v=gd6rUbMKtTI http://www.etonline.com/news/131938_Celebrity_Riders_What_Justin_Bieber_and_Mariah_Carey_Demand_on_Tour/index.html

9. SEM1 4.02 Activity Select a Sports or Entertainment Event that may require publicity and promotion. Describe the event and the target market for the event. Select a celebrity that will attend the event. – Determine the appearance fee for the celebrity. – Include details about any celebrity “riders.” – Describe what the celebrity will be required to do at the event. Select a charity to link with the event. – Provide details about the charity. Select 3 sponsors for the event that also fit the target market Create an advertisement that will promote the event, celebrity, sponsors and the charity.