PERSONAL BRANDING, TALENT MARKETING AND …lionelmaltese.fr/wp-content/uploads/2017/06/PersonalBrandingTalent... · ... MARIA SHARAPOVA / CANDIES SUGARPOVA. ... TIME FINANCIAL NEEDS

PERSONAL BRANDING, TALENT MARKETING

AND TALENT COMMUNICATION

AURÉLIE FERSING

KEDGE BUSINESS SCHOOL – INTERNATIONAL SUMMER SCHOOL

KEY ACCOUNT MANAGER WTA AND ATP TENNIS EVENTS

STADIUM MANAGER UEFA EURO 2016

COMMUNICATION, MARKETING AND MEDIA RIGHT DIRECTOR

SOCCER CLUB FRENCH SECOND LEAGUE

Since 2009 - Currently

Introduction

From 2008 to 2016

From 2009 to 2013

In 2016

From 2009 to 2010

Before 2008

In 2013

Celebrity brand Introduction

1. Brand Management

2. Advantages of a brand strategy for a celebrity

3. Build a brand: brand identification

4. Build a brand with differences

5.The talent marketing strategy

6. The talent communication plan : The media approach

7. The talent communication plan : The event approach

8. The talent communication plan : The digital approach

9. Brand extension and celebrity Co-branding

Summary

“I’m not a businessman, I am a business, man.”

Jay Z

-Can a celebrity be a brand?

-What are the different advantages of this strategy?

-This kind of thought thinking that people can be sold as products, like brands, does not always unanimity and may even shock.

-However many personalities apply the main principles of marketing in order to negotiate their image, their notoriety, or to sell lines

of products using their own names.

Celebrity Brand Introduction

1. Brand Management

BRAND: Unique design, sign, symbol, words, or a combination of these,

employed in creating an image that identifies a product and differentiates it

from its competitors. Over time, this image becomes associated with a level

of credibility, quality, and satisfaction in the consumer's mind.

Thus brands help harried consumers in crowded and complex marketplace,

by standing for certain benefits and value. Legal name for a brand is

trademark and, when it identifies or represents a firm, it is called a brand

name.

ORIGINS OF SEVERAL FAMOUS BRANDS

Adidas : name of the creator of the brand, Adolf ‘Adi’

Dassler

Audi :

The name comes from the Latin translation of the name of the

founder Horch (meaning "hear" in German)..

Adobe : name of the river next to the creator’s house, John

Warnock

Amazon :

The term Amazon is intended to illustrate the possibility of

offering a larger number of books in an on-line library. The

arrow of the logo goes from A to Z.

Coca-Cola : This name is related to the Coca leaves and Cola

seeds that were originally used as a flavor in the preparation

of the beverage

Reebok : version of Rhebok, a breed of African antelope

Volkswagen :

Means car of the people in Germany

Sony :

It comes from the Latin word Sonus which means its. Sony was

chosen because it was an easy name to pronounce in all languages

Levi’s 1853

Fiat 1859 Louis Vuitton 1896

Bourjois 1863 Pepsi Cola 1898

Lipton 1869 Renault 1899

Coca Cola 1886

Birth of different famous brands

The biggest international brands

The biggest international brands

2.1. USE A POTENTIAL OF NOTORIETY AND PRE-EXISTING IMAGE

-THE CELEBRITY DON’T NEED A COMMUNICATION PLAN TO LAUNCH THE BRAND

-THE CELEBRITY ALREADY IS KNOWN BY THE PUBLIC AND THE WORLD

-THE CELEBRITY ALREADY HAS A BRAND, HIS OR HER OWN BRAND

-THE CELEBRITY ALREADY IS FAMOUS

-THE CELEBRITY ALREADY HAS A MEDIA VISIBILITY

2. Advantages of a brand strategy for a celebrity

2012: MARIA SHARAPOVA / CANDIES SUGARPOVA

2.2. PROTECT THEMSELVES FROM COMPETITION

-THE MORE DEFINITE, PRECISE, PROTECTED AND

EXPLOITED THE IDENTITY OF CELEBRITY IS, THE MORE

DIFFICULT IT WILL BE FOR A COMPETITOR TO COPY, OR TO

BE ON THE TERRITORY OF THAT CELEBRITY

2.3. IRREGULAR ACTIVITIES REFLECTING ONE-TIME FINANCIAL NEEDS

-UN MUSICIAN RELEASES A NEW ALBUM EVERY 3 YEARS…

- A FAMOUS DIRECTOR REALIZES A MOVIE ONCE A YEAR

ONLY..

- THE SPORTSMEN HAVE AN IRREGULAR SEASON. THEY ARE

OFF DURING MANY WEEKS OR MONTHS…

-They need money : the shooting of commercials can be a good way

DAVID BECKHAM’S FIRM AND BRAND= $ 260 M

2.4. A STRUCTURAL CHANGE

- MUSIC BUSINESS IS NOT THE SAME AFTER DOWNLOADING

- FEWER ALBUM SOLD

- FEWER REVENUS FOR THE MUSICIENS AND SINGERS

- ADOPT A DIVERFIFICATION STRATEGY

FOR INSTANCE: PRIVATE BRAND CONCERT

2.5. SHORT CAREERS

- SPORSTMEN= 15 YEARS OF HIGH LEVEL SPORT NO MORE

- TOP MODEL = 10 YEARS

- WHAT CAN THEY DO AFTER…..?

2.6. EXPAND AUDIENCE

- TO HAVE A DIFFERENT NOTORIETY

- EXAMPLE: YANNICK NOAH FAMOUS IN THE TENNIS WORLD

AND IN THE MUSIC WORLD

2.7. RATIONALIZE YOURPORTFOLIO OF ADVERTISINGBRAND CONTRACTS

- BE CREDIBLE WITH THE BRAND YOU ENDORSE

- BE CLOSE TO THE PRODUCTS AND BRAND

- CHOOSE COMMERCIAL PARTNERS IN ADEQUATION WITH

YOUR POSITIONING

-Example: Lionel Messi and his good complementary brand strategy

2.8. SUCCESS AND CREDIBILITY

- IF YOU SUCCESS IN ANOTHER UNUSUAL PROFESSIONAL

FIELD YOU WILL BE MORE RESPECTED

- MORE AND MORE BRANDS WOULD LIKE TO BE IN

ASSOCIATION WITH YOU/ YOU WILL ATTRACT THEM

3.1. THE ELEMENTS OF THE IDENTITY

-NAME

-SLOGAN

-LOGO

-DESIGN

-MASCOT

-PACKAGING

-JINGLE

3. Build a brand: brand identification

-NAME

-SLOGAN

-LOGO

-DESIGN

-MASCOT

-PACKAGING

-JINGLE

Example: Mc Donalds

-NAME: THEY CAN CHANGE THEIR NAME….

EX: JOHNY HALLYDAY (JEAN PHILIPPE SMET), WOODY ALLEN (HEYWOOD ALLEN),

50 CENT (CURTIS JAMES JACKSON), EMINEN (MARSHALL BRUCE MATHERS)

-ALTERNATIVE NAMES: THE KING (ELVIS), SHAQ (SHAQUILLE O NEIL)

What’s important for the celebrity?

-DESIGN/APPEARANCE:

-JINGLE/ SLOGAN:

« YES WE CAN »

OBAMA

« ONE MORE THING »

STEVE JOBS

What’s important for the celebrity?

3.2. THE ACTIVITY OF THE CELEBRITY

-SPORT

-THEATRE

-CINEMA

-POLITICAL

-BUSINESS

-MUSIC

MANY CELEBRITIES ARE ASSOCIATED WITH AN ORGANISATION:

-LIONEL MESSI/FC BARCELONE

-BARACK OBAMA/ AMERICAN POLITICAL PARTY CALLED DEMOCRAT

-STEPHEN KING/ FANTASTIC BOOKS

-EMINEM/ RAP ARTIST

-DAVID GUETTA/ DJ

-MICK JAGGER/ ROCK MUSIC

HAVE A POSITIVE OR NEGATIVE IMAGE

4. Build a brand with differences

- SPECIALIZATION: THE CELEBRITY IS KNOWN TO BE FAMOUS

IN THIS ACTIVITY SECTOR (EX: OPRAH WINFREY)

-LEADER: A LOT OF PEOPLE ARE FOLLOWING HIM OR HER

EX (MARK ZUCKERBERG)

-PERSONALITY: BEHAVIOUR, ATTITUDE

EX (NICK KYRGIOS)

-DISTINCTIVE: THE CELEBRITY IS UNIQUE

EX (MARILYN MONROE)

- UNITY: THE CELEBRITY SHOULD BE CONSTANT

EX (JUSTIN BIEBER)

-PERSISTENCE: ADAPTATION TO THE NEW TRENDS, TRANSFORMATIONS

EX (MADONNA)

-RESPONSABILITY: HAVE A POSITIVE IMAGE

-THE MARKETING STRATEGY WILL CONCLUDE THE CELEBRITY COMMERCIAL

INTENTION

-GOAL: TO TRANSFORM A MUSICIAN, SPORTSMAN, ACTOR ….. INTO A

BUSINESSMAN

-USE YOUR IMAGE WITH DIFFERENT TARGETS

-MANY CELEBRITIES USE A AGENT

(NO TIME, NO KNOWLEDGE)

5. The Talent marketing strategy

5.1. THE SEGMENTATION

THE PROCESS OF DEFINING AND SUBDIVIDING A LARGE HOMOGENOUS MARKET INTO CLEARLY

IDENTIFIABLE SEGMENTS HAVING SIMILAR NEEDS, WANTS, OR DEMAND CHARACTERISTICS.

ITS OBJECTIVE IS TO DESIGN A MARKETING MIX THAT PRECISELY MATCHES THE

EXPECTATIONS OF CUSTOMERS IN THE TARGETED SEGMENT.

FEW COMPANIES ARE BIG ENOUGH TO SUPPLY THE NEEDS OF AN ENTIRE MARKET; MOST MUST

BREAKDOWN THE TOTAL DEMAND INTO SEGMENTS AND CHOOSE THOSE THAT THE COMPANY

IS BEST EQUIPPED TO HANDLE.

THE FOUR BASIC MARKET SEGMENTATION-STRATEGIES ARE BASED ON

BEHAVIORAL,

DEMOGRAPHIC,

PSYCHOGRAPHIC, AND

GEOGRAPHICAL DIFFERENCES.

THE FOUR BASIC MARKET SEGMENTATION-STRATEGIES ARE BASED ON

BEHAVIORAL,

DEMOGRAPHIC,

PSYCHOGRAPHIC, AND

GEOGRAPHICAL DIFFERENCES.

THE BEST SEGMENTS FOR CELEBRITIES ARE:

Professionnals

Company, brand

Fans

Medias

THEY MUST HAVE A STRONG PROFESSIONAL NETWORK AND COMPANIES CONTACTS IN ORDER TO PROMOTE THEIR

PRODUCTS…..A POSITIVE MEDIA IMAGE AND MANY FANS…

-PROFESSIONAL SOCCER OR FOOTBALL OR BASKETBALL PLAYER: CHOOSE THE

BEST CLUB YOU CAN….THE MORE VISIBLE YOU WILL BE

-ACTOR: THE COMPETITION IS REALY HARD DURING

THE CASTINGS…YOU HAVE TO SELL YOUR IMAGE

-A TV PRESENTER WILL BE KNOW ON ONE OF THE MAIN

CHANNELS…NOT IN A LOCAL CHANNEL…

Professionnals

-BE VISIBLE

-GIVE INFORMATION ABOUT YOUR PROFESSIONAL LIFE

-GIVE INFORMATION ABOUT YOUR

PERSONAL LIFE, YOUR LEISURES,

YOUR ENGAGEMENTS

medias

-HOW OLD?

-MEN? WOMEN?

-WHERE?

-SOCIOPROFESSIONAL PROFILE?

-LEVEL OF FAN?

Fans

-INCOME FOR TE CELEBRITY

-THE MEDIA POTENTIAL OF THE CELEBRITY, THE NUMBER OF FANS, AND THE

PROFESSIONAL NETWORK CAN ATTRACT DIFFERENT COMPANIES

Company, brand

5.2. TARGETING

THE SELECTION OF POTENTIAL CUSTOMERS TO WHOM A BUSINESS WISHES TO

SELL PRODUCTS OR SERVICES. THE TARGETING STRATEGY INVOLVES

SEGMENTING THE MARKET, CHOOSING WHICH SEGMENTS OF THE MARKET ARE

APPROPRIATE, AND DETERMINING THE PRODUCTS THAT WILL BE OFFERED IN

EACH SEGMENT. A BUSINESS OFFERING MULTIPLE PRODUCTS CAN DETERMINE IF

THE VARIOUS SEGMENTS SHOULD RECEIVE ONE GENERIC PRODUCT (SUCH AS IN

MASS MARKETING), OR IF EACH SEGMENT SHOULD RECEIVE A CUSTOMIZED

PRODUCT (MULTI-SEGMENT), BASED UPON THE MARKET'S DIVERSITY,

MATURITY, THE LEVEL OF COMPETITION AND THE VOLUME OF SALES EXPECTED.

ALSO CALLED TARGETING

1986: RUN DMC, THE HIP-HOP MUSIC GROUP WHICH HAS TARGET AND WIN WITH ADIDAS BRAND …

$ 1 000 000 ……OF SPONSORING CONTRACT

-IT’S ESSENTIAL TO BE IN THE MEDIAS

-BE CARREFULL: WICH KIND OF MEDIA??

WHERE?? WHEN??

-CHOOSE A GOOD PRESS OFFICER

6. The Talent Communication: the media approach

6.1. NON SPECIALIZED MEDIAS-THEY WILL TALK ABOUT THE PROFESSIONAL NEWS OF THE CELEBRITY ONLY (NEW MOVIE,

NEW MUSIC ALBUM, SPORTING RESULTS, SPORTING QUALIFICATION, SPORTING

TRANSFER…)

CONFRONT THE STAR WITH CRITICISM BY EXPERTS RECOGNIZED IN THEIR FIELD OF

INTERVENTION

Private aspects of the life of celebrity in a permitted way or not

6.2. SPECIALIZED MEDIAS

6.2. CELEBRITY MAGAZINES

-ALLOW THE MEETING CELEBRITY/FANS, CELEBRITY/MEDIA, CELEBRITY/BRANDS

• THE PRESS CONFERENCE: ONE OF THE MAIN TOOL

7. The Talent Communication: the Event approach

• THE PREVIEWS ARE SPECTACULAR FOR THE YOUNG FANS

-THE PRESENCE OF THE DIRECTOR AND ACTORS IS THE MAIN POINT IN THIS

EVENT (FOR JOURNALISTS AND FANS)

• TO BE THERE: RIGHT PLACE, RIGHT MOMENT

-EX: CANNES FILM FESTIVAL – ROLAND GARROS –FASHION WEEK

-NO MORE DANGEROUS PHYSICAL MEETINGS WITH THE FANS THANKS TO THE WEB

8. The Talent Communication: the Digital approach

Interaction, share,

answer

Differentcompatible

tools

Not expensive

universal

fast

interactive

Giveinformation,

datas

Can generate

promoton, ads

8.1. OFFICIAL WEB SITE

• INFORMATION IN THE RELATION WITH THE NEWS OF THE CELEBRITY

• VIDEOS

• OFFICIAL PICTURES

• NO CREATIVE

• NO INTERACTIVE

8.2. BLOG

• EASY TO USE

• NOT EXPENSIVE

• MORE QUALITATIVE THAN AN OFFICIAL WEBSITE IF YOU HAVE A STORY TO TELL

8.3. SOCIAL MEDIAS

• DIRECT

• PRIVATE

• ESSENTIAL FOR THE CELEBRITY COMMUNICATION MIX

• MILLIONS OF FANS CAN FOLLOW THE CELEBRITY LIFE

• DAILY NEWS

• CAN BE MANAGED BY A COMMUNITY MANAGER OR BY THE CELEBRITY

• FACEBOOK CAN BE A SEGMENTATION TOOL (YOU KNOW WHO ARE YOUR

FOLLOWERS)

• TWITTER CAN BE A ONE TO ONE FAN RELATION

• OBAMA DIGITAL STRATEGY 2008:

-NEW KIND OF DIGITAL COMMUNICATION MIX IN THE

POLITIC WORLD

-100 COMMUNITY AND WEB MANAGERS

-ON THE OFFICAL WEBSITE YOU CAN FIND A WEB TV, WEBSTORE, BLOGS….

-$16 000 000 IN THE WEB ADS

-$600 000 IN THE FACEBOOK ADS

-13 000 000 OF PERSONS IN THE EMAILING CAMPAIGN

-PRODUCTS PLACEMENT IN DIFFERENT KIND OF VIDEO GAMES

-PRESENT ON FACEBOOK, TWITTER, ASIANAVE, BLACKPLANET…. AND CREATION OF MY BO

(BARACK OBAMA SOCIAL MEDIA)

-CREATION OF THE BO WEB TV WITH MORE THAN 120 000 000 OF FOLLOWERS

-THE NATURAL EXTENSIONS HAVE A LINK WITH THE MAIN CELEBRITY ACTIVITIES

EX:

9. Brand extension and celebrity co-branding

9.1. BRAND EXTENSION

-THE IRREGULAR EXTENSIONS HAVE NO LINK WITH THE MAIN CELEBRITY ACTIVITIES

-THIS IS A NEW ACTIVITY SECTOR

CO-BRANDING IS THE PRACTICE OF USING MULTIPLE BRAND NAMES TOGETHER ON A

SINGLE PRODUCT OR SERVICE. (OR 1 BRAND AND 1 CELEBRITY)

WHEN EFFECTIVELY DONE, CO-BRANDING PROVIDES A WAY FOR COMPANIES AND

CELEBRITY TO COMBINE FORCES SO THAT THEIR MARKETING EFFORTS WORK

IN SYNERGY

THE CELEBRITY GIVES SOME VALUE TO THE PRODUCT OF THE BRAND.

9.2. CELEBRITY CO-BRANDING

• MICHAEL JORDAN AND THE NIKE CO BRANDING:

-IN 1990 1/12 AMERICAN HAS JORDAN SNEAKERS

-THIS IS A LIFE CONTRACT WITH M. JORDAN

Thanks to this strategy, the “Air Jordan Project” was born in 1980s. Nike has created a whole new segment focused on basketball with the implication of Michael Jordan. At the beginning, the shoes were so colorful that the NBA banned it. Michael Jordan wore the shoes despite the NBA opinion and, of course, played like no one has ever played before.