Marketing's New Arena for Brand Ambassadors

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By: Brendan Kane

The social Internet created a brand and consumer connectivity like nothing seen to its degree. It was as if the customer service line was blared through the loudspeakers of corporate business, and without a doubt, marketers and executives heard it loud and clear. This newfound touch to the market reshaped how brands market products to consumers. Marketers, who once put their cards at the top to trickle down their brand's message to audiences, flipped the switch, leveraging smaller crowds and “influencers” to bubble it up in addition (and in some cases, instead).

Rather than solely buying ad spots on major networks and other mainstream-media outlets, marketers began to work with everyday people with smaller audiences and reach, from bloggers to luxury hotels, to try products through free trials and test drives of everything from cars to products and services. Moved by the attention of major brands, many consumers were happy to do the leg work for companies and spread the word about products -- at little to no cost to brands.

But, as Hollywood celebrities and high-profile personalities and people begin to infiltrate the Internet and its social tools, brands are discovering a new opportunity to reach audiences with an even greater touch to market, influence, and reach. From sponsored tweets and social network posts by major stars to celebrity spokespersons offering everything from style advice to live blogging, companies now are able to work with celebrities and high-profile people more directly -- and draw even greater consumer attention online than before.

This comes as more celebrities and personalities recognize their own power, draw, and impact online. Whereas in the past they relied on participation on social networks, today’s new Web-savvy stars are creating digital businesses and properties of their own and pulling large audiences and fans their way. It creates new opportunities for brands to engage, and because audiences and fans have a direct reach to the star through his/her Twitter feed, digital business, or blog, it also creates a new sense of authenticity, particularly as celebrities pick brands to work with that they actually buy, love, and support.

For Internet users, the experience is not unlike what they’re already used to on dozens of digital media companies, social networks, and blogs that garner smaller audiences like many brands leveraged in the past. Sponsored posts, giveaways, and contests are common ways that companies have connected with them in the past and are fitting seamlessly among audiences when offered on celebrity websites and social network pages. In addition to this, companies also are starting to create partnerships, content syndication, and other relationships with these “super influencers,” ranging from equity ownership in startups to long-term endorsement and affiliate deals.

For stars and high-profile personalities, it creates an exciting opportunity to reach and do business more directly within the market, one that many are taking advantage of. Major celebrities like Kim Kardashian, Gwyneth Paltrow, Holly Madison, Lo Bosworth, and Ashton Kutcher are all examples of those who are capitalizing on digital business and other initiatives. It’s not just high-exposure talent, but also dozens of proven, accomplished producers, creators, and actors who recognize that the Internet enables them to maintain visibility and do business even when they don’t have a TV show or movie role in play.

It’s creating a new type of business in Hollywood that goes outside of the traditional agents and managers; one that seamlessly works with these companies and their clients as part of a celebrity’s business team. These new industry players help talent and personalities set up projects, create websites, apps, and other digital tools and manage projects in conjunction with celebrities and their management teams. Not only do these new players help create opportunities for brands and stars, but they also create partnerships, affiliate programs, etc., for digital startups and other companies.

What it means for marketers is a new arena where they can interact with audiences and engage in even bigger, brighter new ways. Not only are celebrities excited and interested in engaging with brands and endorsing or supporting their favorite items among their audiences, they’re earnest about it and about making their digital business initiatives a success. They’re also able to take their relationships across the many platforms they have visibility on, from major media outlets to television shows and beyond.

Most of all, fans and audiences are excited. Not only do they have the ability to interact and connect with their favorite personalities, but they also have the potential to win exciting products, buy unique and one-of-a-kind merchandise, and even create digital businesses of their own using the same tools. Because the celebrity "owns" the distribution network, the cost of doing business can be surprisingly inexpensive compared to major ad buys in print media and TV.

Brands and marketers interested in tapping the trend can connect with talent representatives, digital business technologies, and advisory shops to learn more about opportunities and work with their high-profile clients, who today often oversee and manage the technology rollout and execution to ensure the process and project are as seamless as any other platform with which brands engage.

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About the Author

Brendan Kane is the founder and CEO of Site Canvas, a digital technology and solution company working with high-profile individuals and businesses such as supermodel Adrianna Lima, TV personalities Holly Madison and Lo Bosworth, and many others.

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