Multi-layered media campaign leverages celebrity marketing partner for big expo coverage
In the era of information overload, when anyone wants to be heard, what’s the best strategy? Shout out!! If you shout, people will look in your direction.
Our publicist team has been shouting out about our marketing partner and celebrity O’Neal Hampton.
The combination of O’Neal Hampton and Mid-America Events & Expos is proving to be a brilliant PR strategy. The result: Body Mind Life Expo, held March 17-18, was covered by all media from television to newspapers and radio. We now have regional magazines scheduled to cover the Spring 50+ PrimeTime Living Expo in April, for which we developed a new story angle with O’Neal. Less than one month between shows, and we’re still cranking out the media placements.
One you have one celebrity and multiple shows, it can be challenging to keep the media’s attention. Our favorite tips include:
- Get excited! Really talk up the talent and credentials of your spokesperson and their media ability or their past speaking experiences. We leveraged O’Neal as a Biggest Loser celebrity and Incorporated key messages.Since Body Mind Life Expo is the Midwest’s original and respected health and wellness event, we focused on O’Neal’s story of healthy lifestyle changes. That worked well for this interview, which we promoted our our Facebook page and in our blog. Using the same wellness angle with a small tweak is working well for the Spring 50+ PrimeTime Living Expo. Adding a few tips that appeal to an older demographic created a new angle for our new audience (and new media contacts). Look for upcoming placements in Savvy.MN and Edge magazine in April.
- Capitalize on new endeavors involving the celebrity, especially non-profit projects.As a publicist, I know media loves a good non-profit story angle. O’Neal Hampton launched his new O’Neal Hampton Wellness Foundation in conjunction with Body Mind Life Expo. The story is still fresh enough, and our current and upcoming expos are an opportunity for him to continue getting the word out about the Foundation through his appearances that we’re arranging on TV, radio and in newspapers and the Internet. Click here to check out the feature story in Star Tribune.
- Drill down into your demographics. Any good publicist knows how to maximize exposure and opportunities. Get creative about audiences that would appreciate the appeal of your celebrity spokesperson. Remember to incorporate anything unusual that will create more media opportunities.Look for unique organizations, communities and online influencers who might also spread the message. This will further magnify and give legs to your PR campaign.
Check back as we report on more successes featuring O’Neal Hampton.