23-06-2016 09:33 AM - edited 23-06-2016 09:48 AM
This is the inevtaible point where I name drop... nearly. Does anyone have a celebrity, or someone well known or respected within certain circles using your products or services?
For us (we make guitar amps), some of our endorsements are slow burners, whilst some made the contents of my inbox quadruple over night! There is merit to both, and the quality and value of an endorsment shouldn't be based on short term results, especially with a high value product like ours.
Have any of you reached out but yet to have any luck, or has an endorsement done wonders for you? What are your experiences? (Details kept confidental where appropriate!)
on 23-06-2016 01:29 PM
I was scrolling through Tens (sunglasses brand) Instagram feed recently and saw that Kylie Jenner and her pal were wearing a pair of their sunglasses which was pretty awesome!
@marty co-founder of Tens could have some advice on this?
23-06-2016 01:42 PM - edited 23-06-2016 02:35 PM
In my experience, a lot of it is down to asking. Nothing pushy, just a simple courteous (and ideally personalised) 'if you like this, enjoy!' type of thing. No expectations. If you're relatively low key about it, management often pass the message on. If you have contacts, like we did with James Bay, a polite request can go a long way.
With less expensive items, sending a sample with a nice letter may be an option. With expensive items like ours, sending out a demo unit or visiting them with one to try at thier leisure is a good idea. If they genuinely like it, then the rest comes naturally. I think that's the key point here.
If you've got something good, people will then start to pick it up themselves. I dropped by the studio to see Hugo (The Maccabees) only other week and we were talking about how people were noticing what he was using, and how word was spreading. Another band I love, called Amber Run, were already fans of us and I didn't even know about it.
23-06-2016 04:44 PM - edited 23-06-2016 04:45 PM
Thanks for looping me in @Megan-Murray!
We've had varying degrees of success with this. We've had our sunglasses on major celebrities, popular Instagrammers and YouTubers. I'll break my thoughts down one by one:
One of our top ambassadors is Sir Richard Branson himself! That's been fantastic and opened a number of doors after he received a pair by chance from someone who was visiting Necker Island over Christmas.
We were invited to exhibit backstage at a certain music awards last year which was extremely cool. We hooked up the likes of Justin Bieber, Ed Sheeran, Macklemore, Tori Kelly and a bunch more! It's great for the credibility of your brand being able to tell people that they've worn them, but at that specific event exhibiting brands weren't allowed to ask celebrities for a photo of them wearing their product. This makes it hard to get get any press coverage off the back of it. For a product like sunglasses - even if an A-list celebrity wears them on a red carpet - the likelihood is nobody will know it's Tens they're wearing, so we don't get a huge amount out of it (other than being able to post it on our own social channels, and maybe pay press to shout about it). A perfect example would be Tori Kelly wearing a pair of Tens for a huge ceremony at Disney, but of course nobody knows they were Tens, so we don't see a single sale from it. It is cool though!
Another route would be a full blown endorsement deal or collaboration with a major celebrity, but we're yet to venture into that. Definitely something we're hoping to explore in 2017 so I'll absolutely post my experiences in here as and when they happen.
We spent a lot of time and money on this in 2015. We worked with influencers at all kinds of price ranges and across 3 different influencer platforms. I think this would have been an incredibly effective marketing technique in 2012-2014 but our thoughts in the office is that it's nearly dead. Consumers are too aware that they're being advertised too, they know the paid posts aren't legitimate. The influencers themselves also charge a fortune now, due to huge companies having latched onto them, agencies representing them, etc. We still do some light influencer marketing to grow our followers but it's definitely not a key part of our strategy going forward.
Here's a good article on the subject: The "Influencer" Economy Is Collapsing Under the Weight of its Own Contradictions
We're loving YouTube right now! We've worked with 4/5 influencers on there so far, and each time it's directly driven sales quite significantly. The hard part is finding influencers that don't charge a fortune. We're opting for YouTubers with lower followings (<100k) and striking a discount code deal with them; "we'll give you a discount code, and every time it's used we'll give you £x".
I'm rambling a bit here, I apologies for typos as I'm writing this from the back of a taxi - I'll fix them later on desktop!
Hope that helps.
Founder & Director of Tens - tens.co / @tens
23-06-2016 05:40 PM - edited 23-06-2016 05:42 PM
Thanks for the insight, Marty! It's interesting how that contrasts with my situation - which is nothing like it! Completely different business model and market. I suppose the first thing to draw from this is that there certainly isn't a 'one size fits all' approach.
Our market is instrincally intersted in what gear artists are using. For example, Tori Kelly wearing Tens at the Disney event and not seeing a single sale from it just wouldn't happen for us - there is virtually no equivalent situation. I can see why influencers can charge the money that they do with consumer items, and how thier value may be in danger having over-done it.
on 23-06-2016 05:45 PM
I hope my post is appropriate and ok to put here and no names mentioned Haha... but these below will show you exactly who I contacted directly to help support me on #VOOM .... do you think I got a response?
Tweet & Follow: @FigurelandUK
Call During Opening Hours Mon-Fri 9am - 5.30pm
Tel: 01895 349595
on 23-06-2016 05:50 PM
Completely agreed! It's a whole different game between industries and the fashion market have saturated the influencer model to death. It'll definitely still be hugely appropriate for other industries, and even certain other brands within the fashion industry.
Glad it's working for you!
Founder & Director of Tens - tens.co / @tens