Creative Impact Group Special Events Planning

From astronauts to authors, singers to corporate icons, celebrities have become staples at corporate and charitable events, and for good reason. Star power creates a buzz in advance and during and event. It will also enhance the image of the sponsoring organization if used wisely.

Hiring celebrities is a tricky business, from finding the right person to negotiating a contract and making the most of the limited time the VIP may devote to your event. Here are some guidelines for reaping the benefits of a celebrity appearance.

• Plan far in advance. Three months is average, but the more time you have, the more choices you have. When a fee is involved, you can usually negotiate a better deal if you are not up against a deadline.
• Match the celebrity to your message or product, theme and audience. Just any famous person won’t do. The star must motivate buyers or donors and boost your image. If your event theme is a mystery, a popular mystery writer might be apropos. A hospital foundation or pharmaceutical company might look for an appropriate TV “doctor.”
• Make sure the agreement or contract covers every aspect of the appearance. Will your star sign autographs? Pose for pictures with the public or your event chairs or company executives? Do media interviews? Perform? Celebrity contract negotiation is an art in itself, and those unfamiliar with signing celebrities should seek assistance. An experienced event production company can get you the best deal as well as handle all details from travel arrangements to last minute emergencies. Production companies are also matchmakers. They know what talent is available and what costs are involved and can give you ideas you never considered.
• Be aware of hidden costs. These might include first class transportation and hotel accommodations, meals, security or travel expenses for a celebrities companion. (This is true of Miss America for example.) Performers may require you to pay for stage set up and rehearsal time.
• Promote your celebrity before your event. You can build interest in your event around your star attraction with pre-show mailers, ads and editorial coverage.
• Prepare your celebrity for the unexpected. While most people at your event will just want to get near a star, some might surprise them with questions about your charity or company. Give your celebrity information for a prepared response and make sure there is someone assigned to be with him/her to redirect questions to your people.
• Plan traffic control. Guests scrambling to get near the star may block aisles or table areas or prevent others from getting near your special installations such as exhibits or silent auctions. Give attention to where you will seat the celebrity.
• Find creative ways to get more mileage out of your celebrity’s appearance. If you are offering photo opportunities, make sure the name of your charity or company is in some of the pictures to keep your identity before your guests after the event. Hold a drawing for celebrity items such as an athlete’s signed jersey, an author’s new book or tickets to a star’s next show. It is an easy way to develop a mailing list for post-event follow up.
• Use your star for PR. Don’t forget to have your star’s picture taken with your VIPs. It’s great for newsletters and local newspapers. Get candid shots whenever possible to avoid the stilted “line up and grin” shots that many publications won’t use. If agreed to in the contract, videotape the celebrity at your event for later use in videos for your donors or customers

Tags:   celebrity appearances
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