2. Selection Of Celebrity
• Analysis of company/product’s core demographic and role/stage in
strategic plan
• Analysis of celebrities that have influence with core demographic
• Analysis of aspiration demographic and desired future elements of strategic
plan
• Analysis of celebrities that have influence with aspirational demographic
• Finding intersection with core demographic
• Finding different roles for different celebrities
• Who are the stakeholders in this arrangement other than your customers
and prospects
• Determining appropriate budget and components
• Being clear on what the company wants from the celebrity and prioritizing
• How to reach out credibly to the celebrity
• Issues/items that the celebrity will want to know and best way to present
them
• What does the celebrity want to get out of the relationship
3. Transaction With Celebrity
• Difference between licensing, endorsement and brand ambassador
relationship
• Typical deal terms
• Exclusivity
• Territory
• Length of relationship
• Permitted use of celebrity’s name, likeness, image and other
intellectual property
• Approvals / veto power
• Promotional efforts and personal services by the celebrity
• Actions to be taken by the company
• Financial
• Risk allocation
• Custom deal terms for your company
• Terminating a deal that does not work and extending arrangements that
are productive
