THE BLOG

The New Power Girls: What A Power Girl Needs To Know About Leveraging Celebrity Placement For Your Business

06/19/2010 05:12 am ET | Updated May 25, 2011

One of the best things about women entrepreneurs is that like women in general, we're naturally collaborative. We work together, play together, solve problems together, lend each other contacts and connections. Beyond this, there are groups, organizations and associations. Then, there are a bunch of cool women-focused meet-ups and educational opportunities. One of the most popular in Los Angeles is Smarty Los Angeles, headed up by fellow Power Girl Amy Swift. Amy's one of the most connected women in the city. Smarty's events always have creative, interesting, progressive and amazing female founders like Candace Nelson from Sprinkles Cupcakes and Chris Elia from ClosetCouture.

This week, Smarty's hosting an event on leveraging celebrity placement including Liz Dennery Sanders of Dennery Marks, the city's top celebrity placement and fashion editorial placement agency. Dennery Marks has helped connect brands like Escada and Halle Bob with dozens of A-list Hollywood stars including Angelina Jolie, Gwenyth Paltrow and Eva Longoria.

Power Girls know the value of branding their businesses. If celebrities can help, we're on it. I had to ask Amy to connect us.

"Having a celebrity associated with your brand provides two very important things: credibility and aspiration," Liz shares via email. "Stores, buyers and consumers alike tend to sit up and take notice when a brand has celebrity fans."

It's something I've seen first hand with countless of brands while owning my first startup, Stylediary, and working in fashion. Even a single celebrity wearing or using a product would blow it off the shelves, sometimes in a matter of hours.

"Having a celebrity associated with your brand is one of the best ways to stand out in an overcrowded and oversaturated marketplace," added Liz, who shared that one client saw $50,000 in sales in a single weekend following a celebrity placement. It's also proven to have helped increase client media interest, landing coveted top tiered press to further drive sales.

So how can a Power Girl tap in on celebrity placement for her brand? Liz suggests starting by determining what celebrities are an appropriate fit for your product. Second, make your product stand out. Stars are sent a lot of gifts - make sure yours is special to rise above the rest. Last, reach out to the representatives of the celebrities you'd like to gift. You'll always want to follow up after sending an item.

"A good rule of thumb is to send a celebrity three times over a course of a few months," she added, recommending to mix things up and try a few different products from your store each time. "If you don't get any response or feedback after the third time, move on to the next few people on the list."

Smarty's Celebrity Endorsement Panel featuring LIz and a round up of experts from the industry will be held on Tuesday, April 20 from 6-9pm. For more details or to register to attend, visit here.