@stephenfry professes to be “very anti twitter” but he still hit’s us up with plenty of interesting nuggets! Here’s an extract from good piece he tweeted about that appeared in the TheAge.com.au Recently …read the full article here – Red carpet ride: the power of celebrity endorsement
The power of Twitter
When UK actor and comedian Stephen Fry put a call out on Twitter to almost 3.5 million followers for places to visit in Melbourne last month, he received a big response from fans of Embiggen Books, which specialises in science, philosophy and the arts.
“Our Twitter followers basically bombarded him,” says bookstore owner Warren Bonett.
Bonett opened the store in August, after moving from rural Queensland. Fry was familiar with the Queensland store from an earlier Australian visit.
“I just let him browse. My view is they (celebrities) want peace and quiet, especially if they come into a bookshop,” says Bonett, a big fan of Fry.
After his visit, Fry tweeted: “There’s a most wondrous bookshop in Melbourne called @Embiggen – a most cromulent place and simply stuffed with treasures. Bliss.”
Sadly for Embiggen, Fry accidentally linked to the wrong Twitter handle (the correct one is @EmbiggenBooks), and a US tweeter gained a few hundred followers.
“We probably missed out on about two thirds of the people that immediately picked it up,” says Bonett.
“I think it’s introduced a few new people to us and that’s about it at the moment.”
Tips from a marketing expert
So what do you do if a celebrity endorsement goes a little skewiff?
Michelle Gamble, owner of Marketing Angels, suggests in the case of the Stephen Fry tweet that the bookstore could have sent a bundle of books to thank him for the mention, upping the chances of another tweet with the correct information.
If you’re starting from scratch, and want to figure out who to approach, Gamble says you might want to broaden your idea of what a celebrity is.
“People like bloggers and journalists can become a celebrity in their own right. Look at bloggers or journalists who have a high profile or have written a book,” she says.
Then you might want to send them your products – if it’s something they’re aligned with and passionate about.
No silver bullet
Gamble warns that one mention is unlikely to lead to a jackpot, with the exception perhaps of Oprah.
“It’s part of my mantra – don’t expect one mention to be a silver bullet that’s going to transform sales,” she says.
“Have a swag of these people. Send them things more than once, invite them to events.”
Find celebrities that might get something out of supporting your venture by brand association, says Gamble.
Get to know bloggers and PR people in the right areas and lift your own presence through Twitter and Facebook.
Another approach is providing solutions.
“Find a celebrity with a genuine problem – it could be weight loss, hair loss, insomnia – something that your product can help with,” she says.
Gamble says Johanna Johnson took a clever approach in setting up a new online store before the Emmys, so she could capitalise if Hendricks wore the gown.
“The dress would have been a massive investment of her time,” says Gamble.
On the flipside, says Gamble, if Hendricks had not worn the stunning dress “you’d feel like that guy that came second in the Melbourne Cup”.