Written by: Vickie Sullivan | January 17, 2017
How Celebrities Can Impact Your Market
Oprah did it. Now, singer Jewel has entered the self-help market with a new website that combines her book to a larger movement.
Why should we thought leaders care? Because celebrities have a profound impact on the markets they enter in these three ways:
1. They raise the bar on content marketing. Whatever celebrities cover now becomes free. If you use that content or format, you’ll look like a cheap imitation.
Listen: How to use a celebrity’s fame to your advantage
2. They drive fees down. With scale and technology on their side, celebrities offer lower-cost options. This drives expectations on all modules, even in-person options.
3. They raise production values. Websites, webinars, video production, whatever marketing tools they use will now set the standard for the rest of us—regardless of our budget and bandwidth.
In other words, celebrities raise marketing costs and tank the fees. Great.
As celebrities scramble with disruption in the media business, they will look to the personal brand business for more revenue. This trend will go beyond self-help; it’s here to stay. Your market strategy has to include moving around these folks. Proceed accordingly.
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