How To Get A Local Celebrity On A Tight Budget

Just had a flashback–as a newbie in the business world, I sold advertising for a top local rock station in the Midwest. One of my accounts was a chain of boot stores. The guy had the morning DJ team do a remote at one of the stores. After it was over, the client handed both DJs brand new $1,000 boots–on top of their fee. Woah.

Anyhowz, if you decide to harness some local celebs like DJs or newspeople, you’ll find local media more open to it than ever before. The ad game is changing with the proliferation of digital media, and they are trying new ways to drive revenue.

For example, a common thing now is a “TV station host,” usually a smart, attractive woman who introduces advertisers and does “mini interviews” or “tours” at their business. I believe these are added value (free) for advertisers spending enough money, but I could be wrong.

Here is an example of a local station host on NBC in LA:

More importantly, it shows they are trying new ways to keep advertisers from leaving traditional media. That also means they’ll be open to ideas you have to involve your product with their station somehow. The key is you have to show how it benefits their audience.

A simple way to do that is try to get your product on local talk show segments. Notice on the Today show or GMA where they show new healthy food or new tech for moms, they mention the product.

Try to get this going locally: “Today we are looking at low fat alternatives when eating out. Here we have the Low Fat Taco from Taco Heaven right here in town.” You get the idea.

And if you go the local promotion route, like the boots guy, make sure you take care of the talent, maybe give them something on top of their fee. You may not score the local serious newsman, but you could get the wacky weatherperson or sports gal or guy, or a radio personality.

Here’s another tip. You can get Hollywood TV stars for not much money. Notice how some of the marketing conferences TV stars at their conferences.

Yes, the top stars are expensive, but you could get a star from a lesser known sitcom for a few thousand. They come into town, promote your thing and leave.

You may not know them well, but I’ll bet your daughter knows who they are–you’ll be a hit around the house at least for one day before they go back to ignoring you.

PS. News teams and radio people LOVE food. If you are a restaurant or local food producer, get thee forthwith to the local media with doughnuts, bagels, cupcakes or tacos. It’s a good way to develop relationships.