Add dash to your bash with a celeb - celebrities at business meetings - includes related article on hiring foreign celebrities

Communication World, Sept, 1989 by Darcy L. Bouzeos

Add Dash to Your Bash with a Celeb

In recent years, more and more marketing and public relations consultants, and meeting/convention planners in the US have opened their eyes to the mass appeal of professional athletes, entertainers and others graced with celebrity status.

They can attract crowds to convention exhibits and black-tie fund-raisers, increase product sales and cause corporate executives to actually enjoy annual sales meetings.

It's a phenomenon based on hero worship, and a growing marketing tactic that can influence the all important bottom line.

Because of its expanding popularity, however, the use of celebrity spokespersons for special appearances has become increasingly sophisticated.

Planning and executing a celebrity appearance today requires close collaboration with an experienced consultant who represents a broad range of celebrities. Some celebs, however, are good at smoothing out some of the logistical bumps themselves.

Television's Oprah Winfrey, for example. On one occasion, Oprah wrapped up the day's show and raced for a plane to North Carolina, where she was to speak before a local women's organization. Still operating on the adrenaline of the morning's program, she became particularly anxious when the pilot announced their landing would be delayed and the plane would remain in a holding pattern for an indefinite amount of time. After much pleading, Oprah talked her way into the cockpit where, with the pilot's help, she made a radio call to the event organizers and explained her dilemma. The organizers, surprised by a patched-in call from a radio operator, graciously rescheduled the event. Even if you don't have a celebrity as resourceful as Winfrey, the following tips and guidelines can help ensure the success of celebrity appearances and speaking engagements.

* Find a qualified representative who knows and regularly works with a broad range of celebrities--from athletes to journalists--and who can provide insight into how the event can be structured for optimum results.

* Clearly define the goals of the event. Whether the event is designed to raise funds, stimulate product sales or simply entertain, understanding the objectives of the event is critical to the celebrity selection process.

For example, baseball's Harry Caray, "Voice of the Chicago Cubs," is known for his outgoing personality and his talent for "working" a crowd. During the filming of a Pizza Hut television commercial, his gregarious ways played havoc with the director who, on several occasions, had to go searching for Harry. In most cases, the director followed the sound of laughter to a trailer on the set where Harry was busy telling jokes and entertaining the set crew.

* Make a careful study of the audience demographics, the age range, occupations, education, and the ratio of men to women.

* For a particularly diverse audience, an entertainer, comedian, motivational speaker or well-known journalist may be your best selection, as opposed to a personality who may appeal to a more specific audience.

* Avoid the immediate temptation to seek the most popular celebrity of the day. While the "headliner" might effectively draw a crowd, consider whether that person is best suited for your needs and the expectations of your audience.

* Ask a lot of questions. Talk to the speaker's representative about prior appearances. find out if he or she is good with crowds, senior executives or children; is a good speaker, and is timely, reliable and flexible.

I was thankful for celebrity flexibility during a recent product promotion. Despite its "windy city" reputation, Chicago is hot in the summer -- the perfect place for Haagen-Dazs to introduce a new ice cream product. I helped coordinate the kick-off event in Chicago's outdoor Daley Center, featuring Chicago Cub Ryne Sandberg and Chicago Bear William "Refrigerator" Perry. A crowd of media and spectators gathered, company officials made speeches, the athletes stood with product in hand, and the sun continued to do what it does best. As the ice cream began to melt, Sandberg and Perry appeared ravenous as they rapidly devoured the gooey mess, while I repeatedly handed them fresh ice cream.

* Have alternatives in mind. If your first choice simply isn't available, having a second and third choice can eliminate the need to go back repeatedly to superiors or event committees for approval.

* Be realistic about the budget. A top name speaker like football coach Mike Ditka or television's Barbara Walters can cost US $15,000 to $25,000 for a one-hour appearance.

* If the event is more social than informative, consider using four well-known celebrities who could spend more one-on-one time with your guests, as opposed to a single "headliner."

* Be realistic about what to expect from a speaker or guest celebrity. Even the most patient celebrity has difficulty signing autographs for three straight hours. And only the most polished public speaker can hold the attention of an audience for more than about 30 minutes.