I started my company, Baby Emi two years ago as an unknown baby jewelry business. I soon realized I would need to standout to get attention because there were many other companies in my category so I considered a marketing plan that included gifting to celebrities (here’s few I’ve gifted: Angelina Jolie and Brad Pitt *image Matt Sayles/AP, Gwen Stefani and Gavin Rossdale, Matt Damon and Luciana, Matthew McConaughey and Camila Alves.) I didn’t know what to expect initially but I hoped that my gifts would strengthen my brand, raise visibility, and ultimately increase sales on my website. Fortunately our celebrity gifting strategy has been very successful and online sales have increased 9x. Keep reading to learn now.
I launched the Cambodian ankle bracelet online in June 2007, selling an average of 9.88 units a month June-September. Then we experienced a turning point in sales when we participated in the Celebrity “Bump” on The View for a televised baby shower for Elisabeth Hasselbeck. Each audience member who attended whom also were pregnant received a free anklet. The show aired on Oct 23, 2007 and sales increased fr
om 9.88 units to 84 units a month consistently for 7 months!!
Maybe you’d also like to start gifting Hollywood’s A-list as a marketing strategy for your startup, Here’s 3 tips for how to get started…
1. Identify your Budget.
a. Since money does not grow on trees, decide beforehand how much you can allot to marketing your brand. Participating in gift suites, VIP and celebrity events, and gift bags can be costly. Determining your budget will help you navigate through the myriad of advertising and marketing opportunities available. There are many ways to create public awareness about your brand and celebrity endorsement is just one of them.
2. Make it Press Worthy.
a. Celebrities, stylists, models, press and media favor products that are trendy, innovative, and offer a fresh approach to a common conundrum. Ask yourself these questions for starters: Does your product have that certain pizzazz to make a mark? Is it a conventional piece with a twist that makes it the new must-have? Does it offer a solution to current social issues? Does it have a historical or cultural story that makes it stand apart and connect with people? Is it packaged in a unique or interesting way? If you answered yes to any of these questions you may have a “buzz-worthy” product.
3. Do your Research.
a. There are a plethora of VIP and celebrity gifting companies out there. Find credible ones that generate consistent headlines with press and media. Don’t forget to research their track records with past clients. In addition, create some praise worthy hype by joining forces with VIP and celebrity gifting companies like Jewels and Pinstripes that embrace charitable donation initiatives into their luxe gifting programs. You’ll feel good about your participation in worthy causes while also gaining valuable exposure.
This post was written by Debbie Savage, Baby Emi Founder. Read her recent featured interview on Startup Princess.
Your idea is brilliant. I’m the owner of an online retail store, specializing in women’s professional hand bags (laptop cases). I haven’t figured out how to “gift” my products in a way that is visible and ultimately profitable. I’m working on it though! Thanks for the inspiration.
Great tips Debbie, I think it is fantastic to read how sucessful this has been for you!
Thank you for sharing those great tips with the rest of us, and may God continue to bless your business.
Great thoughts. Who have you found that works great and is some what affordable?
Debbie–I would also like to know which services you think are best. I have been approached a few times and did some things and I was not that impressed with the exposure.
Debbie’s product was also featured on my show Babies and Moms Birth and Beyond (thanks to the hookup from Startup Princess). We LOVE her bracelets and her bells. They have been a hit. If you want to see the podcast and see if it is right for your product, check out http://www.babiesandmomsradio.com and see. Then drop me a line and I will chat with you about it.
This is a perfect example of how certain products work for gifting. Jewelry and clothing can be given as gifts, they can also be scene on the celebrities and then be featured in magazines. Entrepreneurs need to be smart about their product and realize that if they make 20 x 20 feet canvases and give them to celebrities, unless they ar lucky enough to have the nursery photographed, they have lost their money. This is a a wonderful example of great marketing, with the correct demographic and the corret company. Thanks for always bringing insightful articles to help us “mompreneurs’ grow!
Great discussion! Debbie’s inspired a lot of us to consider if this is a good marketing angle… Jamie’s right you really can’t “gift” a 20 x 20 ft canvas, can you? fortunately for her she makes smaller products
Maybe the stars will align for you to gift the “stars”, enjoy the journey of inquiry, Startup Princesses!
Hi Friends,
Thank you so much for your comments and feedback. I apologize for the late reply with my family being under the weather recently. But, I am back in business now. Okay, so let me share some thoughts about your responses. I have worked with a few celebrity gift bag companies when I first started out. And even though none of them at the time delivered “measurable” results such as a receiving a celebrity thank you card, a celebrity email, a celebrity order, and magazine feature I still made a point to highlight which celebrities received my jewelry on my website, materials and when seeking product review requests. I have learned that you can’t wait for magic to happen– you need to create it. So, I did my part in getting my products into the celebrity hands and needed to “milk” the experience for my benefit (always in a credible way) even though the results were not as planned. It is the mentality of looking at the “glass half full” not “half empty.”
I knew that there were a plethora of baby jewelry business out there and it was important for me to set Baby Emi apart by tapping into the celebrity market and building my brand that way. However, results are not a guarantee. I have spent a lot of money and donated a lot of products. And this is a huge risk.
My major “big break” came when I crossed paths with Jewels and Pinstripes, visit their site at http://www.babyemijewelry.com. With them I received my first celebrity order with Kevin James (The Kings of Queen) and our jewelry was on The View in their Celebrity Bump Bag. And continued getting consistent coverage in magazines, blogs, and celebrity thank yous. I am thankful for our partnership and it helps when you have people who believe in you and your product.
Some gifting companies require that you sign an agreement to be a part of their program for a specified time such as Jewels and Pinstripes and others you just pay to participate in a gift bag event like Style Cafe Moms, http://www.stylecafemoms.com. This later option could be a good option for those who want to try it out and it may be more cost effective option as you can pick and choose which gifting opportunity to be in.
I feel that networking is an undervalued marketing tool. Get out there and show your stuff off and take every opportunity to promote yourself and your business. Believe me this is a work in progress for me.
Besides celebrity gifting to get your business “noticed” you can also try contacting non-proft orgs to donate your goods or services in exchange of having your business information/logo printed in their printing material and site. Offer a coupon code as well to secure traffic and sales.
Another way of getting exposure that has worked very well for Baby Emi Jewelry is to contact online companies that review your type of product. You may be asked to send a product sample. When review companies feature your business they will typically send an email blast to all of their subscribers about the feature and havine a permanent link to their site could also boosts your ranking on seach engines as well.
I hope what I said helps. I could go on forever because I absolutely love what I do. I am not claiming I am an expert in ANYWAY but one thing is for sure is that I don’t give up and believe in the power of prayer. Good luck ladies and remember the sky’s the limit.
The url for Jewels and Pinstripes is http://www.jewelsandpinstripes.com.
Thanks!
Great feedback Debbie! I have a question for anyone that wishes to answer:
I have had an order from a celebrity two times now on my website. I haven’t known if it would be appropriate to make it “known” that this mom has ordered from me. I don’t want to exploit her BUT at the same time it is really cool that she has ordered (twice). What should I do?
Hi Heather,
Through my experience I have been advised to ask the celebrity for permission first. I have either done that through email or a letter.
Debbie,
Good thought. And if they don’t reply. . . . that would be a no?
If they did not come out with an affirmative no then I feel that it is okay to highlight it. If they have a problem with it they would have taken the time to inform you. This is my stance on it. So, definitely do what you are comfortable with. I make it a habit now to ask them for their permission once I fulfill their order so I don’t forget.
I have made products for celebrities, and I have had them purchased for gifts for others. I just did a birth certificate for Nicole Kidman, but until I hear that there is a thank you card from her I kind of don’t tell the media (oops I just did). Years ago we made two birthday plates for Charlize Theron and she sent a very nice thank you – however we told the media and no one cared. For whatever reason it never struck a cord. I also have a thank from Oprah for dog ornaments we made – again, I never put the info on on my web, since it was with another company and the ASKED me not to. I think some products lend themselves to celeb gifts and gifting suites, high -end yes, low-end no. I would just reccomend that business owners not make it the ONLY press they do, or the ONLY marketing – it may or may not pan out. Just my two (or twenty) cents. Great conversation!
Jamie-
My opinion is that you’re right, the media doesn’t care if you gift a celebrity and they give you a thank you, but who may care is your customers–you could have a little page about celebrities who enjoy your products and which ones you gifted them (if you gift them, you certainly can brag about that without permission! For some reason our society is immensely intrigued by what celebrities buy/wear/have, so it could increase sales on your personal sites, it’s also a bragging right you can refer to in interviews if appropriate. I think that Debbie’s done a great job on her site mentioning this in her press section http://www.babyemijewelry.com/press.html
also Jody at Baby Bam participated in a Hollywood event and took photos (smart) and posted them here http://www.babybamcollection.com/celebrityphotos.htm# I like that she wrote “no celebrity endorsement implied” to protect herself
I think the overall lesson is to gift when possible/applicable and use it in press where appropriate!
Sales, sales, baby~
Hi Friends,
Building your brand requires creativity, resources and diligence. Using celebrity endorsement is just one way out of the many marketing strategies available. My thing is I like to try something at least once to see if it worked. So, maybe for some of you, trying a celebrity gift bag opportunity once might shed some light for you. But, for me the most tried and true method of brand recognition is word of mouth and repeat customers. Gaining loyalty through past customers and reaching your market audience through the old fashioned way of word of mouth can not be duplicated.
You definitely have to be realistic about gifting. But instead of waiting for your product to be spotted on a celeb (as some products are used in the privacy of their own home) contact the Editorial Departments of each and every weekly/monthly Magazine…eventually one will bite and write up on you.
Sending product directly to them or their Managers does work as well…I’ve had major celebs turn around and order the product – so it does work.
Also, contact TV Shows…we were on TV Guide Network as a “Must Have.”
http://www.shopgogirl.com
Great ideas Shelly! I love your product. Kudos to you!!!
Wow! This is the first time I have heard of Celeb gifting. Great idea.
Great tips Debbie, I was ask to attend a celebrity gifting room in LA and was not impressed, I’m glad your experience was better. It was fantastic to read how successful this has been for you!
Hi Robin!
What is your business? I would love to learn more about it. I have not attended a celeb gifting suite myself only celeb gift bags. I know there are a few of them in LA was it a lot of work to put it together? How long was the event for?
Hi Debbie
Unique Baby Cakes are
Made to resemble real cakes ,these elegantly decorated cakes are Created and filled with Inedible items appropriate for that “particular” Occasion.
Debbie we were invited to a 3 day gifting suite for MTV Movie Awards, I spent around 388 hrs and over $5,000.00 getting ready. Celebrities were not who we were told we were going to meet (you can see them on my web site under gallery) although they great to meet.(www.uniquebabycakes.com)
At the gift suite unique baby cakes were well received and we sold a few cakes after
returning home,but I was disappointed due to the fact that the celeb them self only wanted what they could get FREE.
But all in all we did have a blast, but I wouldn’t do a gift suite again unless it was baby related.
Hope this helps Robin
Wow! I just visited your site and the diaper cakes that you make are just gorgeous! I love them! I also took the time to visit your link about the MTV event and it looks like a lot of fun! It is obvious how much work you put into this! Very impressive!!!
I do so appreciate this article. I have been interested and have been approached by gifting promoters, yet I have been hesitant. I do agree with the feedback about marketing yourself and networking and truly understand there are no free lunches.
Also the ideas to send your products to someone in your particular industry for review is also a great idea, one which I have most recently pursued. I am waiting to see how things go. And my products already have gone into one celebrity’s hands yet like one person stated, they use it in the privacy of their home so in my line of products, recognition is not readily noticed.
Thanks for being so candid on what one can expect from their endeavors and to remind me to be realistic in my expectations on these types of promotions.
Katherine
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