Likes UP: Celebrity Marketing, Kim Kardashian Style

Likes UP: Celebrity Marketing, Kim Kardashian Style

You can be a celebrity without being an authority.  Celebrity is what we think of with actors, sports figures, and movie stars.

If you want financial success, the fastest way to get there is to become just a little bit famous. You becoming a celebrity in your own teeny tiny corner of the world… the corner that gives you money.   More on this later.

 

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Kim Kardashian is famous and has celebrity. She may not be getting a big LIKES UP and recently the editor of SUCCESS magazine included a special note since she was on the cover.  Here’s an excerpt from Success Magazine’s story on Marketing, “The Celebrity Way.”  It refers to the reality television aspect of celebrity.

“I honestly feel that I’ve gotten to where I am—with sales of my fragrance, the QVC line, our various products and the success of our Dash stores—because I listen to my fans,” Kardashian tells SUCCESS. “I have such a personal relationship with them. Being very involved in social media, I feel a real connection with my fans.” – Kim Kardashian

Doing Business with a Little “Reality” – Celebrity Marketing Factor

1. Think Big Picture

With a reality star, their connection with the customer starts with the show, moves to social media, and then slides into home with the sale.

You’ve created the showcase, now how do you use Facebook and Twitter to help you improve your business? What do the most successful reality stars do to build traffic and a community?

Simple. They respond.

A quick look into the social media accounts of reality stars such as Kelly Osbourne and Kendra Wilkinson shows that their key is creating a two way street, replying to people much more often than most traditional celebs, and yes, they do their own tweeting.

Spend even 10 minutes on Lauren Conrad’s (MTV’s The Hills) blog and you’ll see she isn’t just blurting out slices of her life. She’s building a community and responding to people. It’s one part doing the work of being fabulous, and nine parts nurturing your community.

Be there before the sale to talk about whatever it is that might interest your buyer. Talk with people about themselves and what they’re into, not what you’re selling.

2. Work Hard, Work Smart

The Kardashian work ethic is the real deal. She’s Type A like her mom, Kris Jenner, and all go. “I swear my friends call me a robot,” Kardashian tells SUCCESS. “I’m up every day at 6 a.m. I get up and I’m motivated. I’m truly your definition of a workaholic. I love working. It sounds so cliché and simply to say hard work is the key, but it’s true. Hard work always pays off.”

You also have to work smart. A retail or online store that builds a brand and a relationship will be far more successful than a businessperson who only works hard at creating a sale.

Amazon paid almost $1 billion to buy Zappos, not because Zappos had the best shoes, but because they had learned how to build the strongest customer relationships.

No matter how hard you work, you can never work 24 hours a day. But your webpage and social media pages will. Your product may speak for itself, but your customers will be speaking to each other. Always build relationships and value, and you will develop a following for your business and not just a product line.

3. Be Everywhere

For you, everywhere can be your own backyard. Your community is your world, and if you are a small-business owner, you need to own your own ZIP code, town and neighborhood. Join the local chamber of commerce, chat up local mom meet-up groups to sample your products, source lead-generation companies that base their data base on ZIP codes or find other ways to make yourself known locally.

“Everywhere” also means taking advantage of the social web. As we said above, use social media tools to brand yourself and build two-way relationships. Take specific steps to be consistent across social media platforms. For example, use the same, good-quality photo of yourself (not your logo; people follow people) and add a catchy tagline for your business for Facebook, Twitter, Google+, LinkedIn and other industry-related forums you might read. Respond to all comments you get, and offer more interesting content about your expertise than sales pitches for your products. The more you can build relationships on this platform, the better will be your chances of stretching out your success.

The most successful advertising messages have always been those that emphasized a brand and not a product. Apple sells a culture and not a widget. Kashi creates a community instead of a need.

Start messages with what you can’t do instead of promises of what you can do, and your customers will want to do it with you.

4. Be Transparent and Honest

In today’s world, the only way to keep a secret is not to have one in the first place. Information travels so fast today that people know what we are thinking long before we even have a chance to apologize for it.

Social media sites are the new lie detector tests. Lying to 10,000 people at a time is something you want to stay away from.

People and companies make mistakes—sometimes spectacularly. And there are two ways you can deal with it. You can stay defiant and lose your job or business (BP’s initial “What Oil Spill?” stance), or be honest and remorseful and keep on working (Nike’s “Earl and Tiger [Woods]” commercial).

Customers buy from someone they trust, someone who gives them the right information, no matter what the consequence or inconvenience. You never build that belief by only giving your customers information when it is easy and self-serving. You build it when it is in their best interest, even when it is at your expense.

5. Be Authentic

We’ve seen mainstream celebrity endorsements for a long time. Most recently, watching Jennifer Lopez drive up to the American Music Awards in a new Fiat 500, the response was almost an immediate “Huh?” and then a sudden disconnect. J-Lo doesn’t drive; she gets driven. And hit songs to the contrary, Jenny from the Block she’s not, so the decision to have her driving through the Bronx was a poor one—and when the news hit that it wasn’t in fact the Bronx but a Hollywood set, the ad has been widely ridiculed.

In one blog post we found about this: Suzanne Vara from Kherize5 pointed out that there was a huge difference between J-Lo and her Fiat and, say, Eminem promoting Chrysler for Detroit, where he’s from. We might not believe that Eminem drives around in a Chrysler, but we know that he lives and bleeds Detroit, and that he would be very keen on promoting the city, and so it works.

Know to whom your product speaks. Know to whom you are speaking. And most important, know your own and your product’s limitations. Authenticity begins with setting the right expectations.

6. Be the Brand

Reality stars don’t just sell branded products. They use them, wear them, talk about them and share them with friends. Every public appearance and photo shoot is an opportunity to display one of their products. A trip to a Starbucks becomes a strategic move instead of a cup of coffee.

The most important part of learning from how reality celebrities are parlaying their fame into business success comes down to this: Be your own brand and be it all the time.

There are two ways small-business owners fail to incorporate this advice. One way is that they live the brand silently. You sweat for your company, but no one really knows much about it because you’re modest and quiet. That’s great. Be modest, but don’t ever miss a chance to be helpful to others. For loads of advice on how to do this, see Cultivating Visibility on SUCCESS.com.

The other way small-business owners do this a bit backward is that they sell too hard on the product side and not the side where we make the buyer the hero. It is one thing to show off the products you promote, but to make people want to use the products to tell their own stories: That’s the golden opportunity.

Is This “Celebrity” Model for You?

Many business owners and professionals might shrug this all off and say, “This wouldn’t work for my business.” You might say, “We’re a bit more traditional than that.”

After all, are reality stars really an appropriate role model for our success? In some ways, it would be easy to dismiss reality stars as people with little talent and a lot of luck.

Just as the popularity of game shows, soap operas and variety shows has faded through the decades, so, too, will reality television. But this marketing genre that reality stars have created is firmly planted among the best practices we know, which stand the test of time.

Reality shows may not always be real life, but then, why let that get in the way of doing excellent business?

6 points above, source: Success Business Channel

 

“Being a celebrity is probably the closest to being a
beautiful woman as you can get.”
– Kevin Costner

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Likes UP for Internet Marketing Celebrities

In the Internet Marketing space there are lots of “mini-celebrities”

Perry Marshall wrote the ebook  and taught a class on “Niche Celebrity Formula.”
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Nick Nanton, celebrity lawyer and celebrity branding agency, like Perry, helps you become a celebrity in your own niche corner of the world… the corner that gives you money.  If you are a celebrity in your field you might be set for life.

Frank Kern thinks so and he focuses on representing himself as president with his state of the internet address.

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Whether you are an authority in Internet Marketing or not, representing your self as the president gives you authority by association.  But Frank’s not showing up in the Google Search results as an internet marketing celebrity but Mari Smith and Jack Humphrey are because of social search.

 

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So, I someone wanted association with a #1 search result celebrity like Mari Smith, what would you do?  Get your photo taken with her, perhaps and interview?  Yes.  Better, a simple sentiment like, “Sherrie, You ROCK!”  That speaks volumes!

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Mike Filsaime is another well-know internet marketing expert.  He’s a partner in a webinar software company.  In a previous article on LikesUP.com it said: “LEVERAGE AUTHORITY: Demonstrate your expertise. Show off your credentials. Have other celebrities in your field endorse you. i.e. The Liking Authority has “social proof” of authority because of connections with other experts.”

Google gives further social proof and credentials for The Liking Authority being a “celebrity” in the webinar niche with search results showing video results for webinars on The Liking Authority’s YouTube Channel.  Television is all about channels and YouTube is your personal TV channel for celebrity.

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Frank create buzz around celebrity and offered a course for $10,000 to manufacture your celebrity.

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One of the ways to create authority and celebrity is with webinars.  Mari Smith has lots of webinars on her MariSmith.com website and for her new book,  The New Relationship Marketing, a free four-part webinar miniseries.  Buy her book now because you’ll get a replay of the first part and the next 3 webinars are coming up soon:

Frank endorses webinars and uses webinars to be “on-demand” and in front of customers and prospects on a regular basis.  You do have to know what you are talking about on a webinar and participants will quickly see if you are a true authority on your subject matter.  A webinar can combine video, presentation, training and selling which may seem more like a suggestion.   People can tap into your celebrity on mobile devices on the go just like  That’s THE WEBINAR WAY!

#Likes UP for Celebrity Marketing and Authority

 

Until the next #Likes UP,

Sherrie Rose
The Liking Authority

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Sherrie Rose, The Liking Authority

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