New Year, NEW BUDGET! Happy 2017!

Happy New Year, Everyone!  “New Year, New YOU!” doesn’t just apply to our personal lives and resolutions.  It’s a new year, and your brand can take on some new habits in 2017, as well.

So let’s kick off the year with some real talk.  Whether you have $5,000 or $5 million in your marketing budget, please reach out to STILETTO for a consultation.  Most brands assume “influencer and entertainment marketing” is too expensive for them and stick to traditional marketing and advertising methods – This is NOT always the case!  There is generally something for every brand, so at the very least know your entertainment marketing and influencer social media options as we kick off 2017.  STILETTO can explain and present tactics and craft campaigns that work within your budget and align with your 2017 marketing plan and associated initiatives.   

If you want Beyoncé or Taylor Swift to represent your brand, you’re going to pay big for it.  If you want a Super Bowl commercial, same thing.  But the majority of “entertainment” opportunities that yield valuable brand awareness, media coverage, and social media assets are affordable. 

Let’s focus on the activations that will get you the most “bang for your buck” if negotiated and executed correctly:

  • Celebrity Event Sponsorships
  • Gift Lounge Participation
  • Music Video Integration
  • Influencer Campaigns
  • Talk Show Integration & Giveaway

The "Why" & How Much:

Celebrity Event Sponsorship

You don’t need a full blown celebrity endorsement to participate in a star-studded event.  Nearly all celebrity events are sponsored in some capacity, whether it’s a celebrity baby shower, unofficial Super Bowl event, or an “After Party” - and the activation capabilities are endless.  You can’t deny it…consumers can’t resist seeing what their favorite celebrities are into!

What you get*:

  • Guaranteed Press & Media Coverage
  • Branded Interactive Onsite Experience
  • Celebrity and Influencer Interaction & Engagement
  • Pictures & Video assets for social media and internal marketing/sales use.
  • Potential Step & Repeat Logo Inclusion
  • Official Press Release Mention
  • Quick Turnaround – can be executed in as little as 2 weeks depending on execution details
  • Behind the Scenes Assets (depends on activation)

**Endless options based on available budget and brand details.

Recommended Starting Budget for Celebrity Event: $25k

*Varies by event and brand category

Gift Lounge Participation

With many celebrity events, there are associated gift lounges for gifting directly to celebrities and influencers.  Typically these are around award season, but can be a component of any event.  These gift lounges are great for quick assets for social media, but you may be limited in terms of the activation capabilities, press coverage, quality of celebrity talent attending, and overall “cool” factor since your brand will be featured with countless others.  Gift lounges are generally more affordable than a full blown event sponsorship for those reasons.

What you get:

  • Limited Press & Media Coverage
  • Branded Interactive Onsite Experience
  • Celebrity and Influencer Interaction & Engagement (Quality of talent not as high as Event Sponsorship)
  • Gifting to attending talent
  • Pictures & Video assets for social media and internal marketing/sales use
  • Official Press Release Mention
  • Quick Turnaround - can be executed in as little as 2 weeks depending on execution details

Recommended Starting Budget for Gift Lounge Participation: $10k

Music Video Integration

If you read my earlier post about Morton Salt’s collaboration with OK Go to launch their “Walk Her Walk” campaign, you know I’m a huge advocate for music video integration – especially if you are targeting the millennial demographic.  But it’s not just because they allow for more creativity and have a “cool” factor about them – music videos provide unique assets that other marketing tactics can’t offer.  Music and artists are a part of everyone’s lives – there is no demographic a music partnership can’t reach!  And remember, Entertainment is King when it comes to reaching consumers.

What you get:

  • Implied Endorsement – Association and interaction with top talent without huge endorsement fees
  • Can lead to a future long-term partnership with the talent if both parties are satisfied with the results of the initial activation
  • Contracted and guaranteed brand exposure (duration onscreen) and product usage
  • Pictures & Video assets for social media and internal marketing/sales use
  • Trackable Viewership/ROI via YouTube & Vimeo
  • Additional Add-on Assets (including, but not limited to)
  • Social Media posts from the talent
  • Behind-The-Scenes Content
  • Quick Turnaround – Production to release of video generally around one month

Recommended Starting Budget for Music Video integration: $15k*

*Flexible, varies by talent and brand category

Influencer Campaign

The hot tactic that is expected to double in 2017 is influencer campaigns, leveraging social media primarily.  This method is excellent for reaching target consumers based on the platforms they are active on and using select influencers to share branded and entertaining content to reach a particular demographic.  And perhaps the best thing about it, there is no one “right way” to go about it (but you can certainly do it wrong if you aren’t careful!).  Depending on the marketing initiatives, a campaign could leverage micro, social media/lifestyle, or celebrity in their influencer campaigns so the budgets will vary depending on the campaign goals.  The relationship with the influencer can be short or long-term, but that decision should be based on the campaign goals and KPIs.

What you get:

  • Entertaining content created by a select influencer
  • Contract & mutually agreed upon usage and content
  • Leverage of the influencer’s fan base
  • Shareable content for social media
  • Assets for internal marketing/sales usage
  • Flexible terms
  • Quick turnaround
  • Trackable viewership and engagement

Recommended Starting Budget for Influencer Campaigns: $30k*

*This includes multiple posts and pieces of content, and potentially multiple influencers.  This is NOT for a single post on one channel.  In addition, a micro-influencer campaign can be activated for less, but results may vary.

Talk Show Integration & Giveaway

An oldie, but a goodie.  Nothing beats an implied endorsement from a top talent, national exposure, and your brand messaging delivered straight from the host’s mouth!  You can reach millions of viewers with a 30 second brand integration and giveaway that is baked into the content of the episode.  The segment and giveaway may also featured on the TV production’s website and their social media platforms, as well. 

What you get:

  • Implied endorsement from a top talent
  • Guaranteed brand exposure and brand messaging
  • Product Sampling
  • Picture and video assets for internal marketing and sales use
  • Additional Add-ons
  • Social Media promotion
  • Website Inclusion
  • Additional “Home Viewer” Giveaway

Recommended Starting Budget for Talk Show Integration: $15k*

NOTE: Talk show integrations and giveaways require product for all audience members, sometimes an online giveaway, and may require an integration fee which varies by production and segment (reflected in recommended minimum budget below).

*Does not include value of product for gifting.  Many shows require a retail value of $50 or $100 gift value per audience member.  Audience size varies from approximately 50 – 450. 

*Integration fee varies by TV production

FINAL THOUGHTS:  

All of these tactics work individually for a “firework” marketing effect, but are best utilized when they are baked into existing campaigns.  A successful entertainment marketing plan should support all other marketing/advertising efforts in some capacity, which will also add longevity to the assets obtained with each activation.

STILETTO will educate and guide you through the details to create engaging and successful marketing campaigns.  No matter the budget, there is something for everyone.  And if you take one thing with you from this, let it be this point: DO NOT PARTICIPATE IN GIFT BAG ONLY OPPORTUNITIES!  I can promise you with nearly 100% certainty that the samples sent for the gift bag never reach the talent, but their assistants and publicists will love the free goodies.  The assets you receive in return for your contribution (usually a cash fee and product) will yield little to no result.

Contact STILETTO for your free 2017 consultation.