Swag Is Good PR
by Holly Jones
The news is all a buzz about the upcoming Oscars this Sunday evening. Millions of viewers will tune in to see celebrities wearing designer gowns, jewelry worth millions of dollars and, oh, yeah, to see who wins the awards.
But the biggest draw for both companies and celebrities is the media lounge usually located just outside the awards show. Within this lounge is millions of dollars worth of products waiting to be picked up by the celebrities. These products are called swag, which (according to www.Urbandictionary.com) are promotional products used for the purpose of promoting a label rather than make a profit. Basically, free publicity.
However, the company will profit from it in a different way. It is very good PR to have a celebrity seen wearing your companies product. Weather it is a watch, handbag or snow gear, that product will sell if a celebrity wears it. Not only will the celebrity be seen, but be photographed. Those pictures now reach millions of viewers both in print, on-line and on television.
These viewers are the target publics for the companies PR team. People who watch celebrities will more than likely purchase items their favorite celebrity is wearing. The PR team is creating brand awareness, not only for the viewers but also for the celebrity.
Although, there are some drawbacks for the swag celebrities receive. The IRS would like a chunk of it. Since 2005 celebrities now have to be held accountable for the value of each product they accept. Some of the products could be worth $1,000 to $30,000.
This goes to show how much value is placed upon celebrities. When what they wear is more important then what they stand for or believe.
But the biggest draw for both companies and celebrities is the media lounge usually located just outside the awards show. Within this lounge is millions of dollars worth of products waiting to be picked up by the celebrities. These products are called swag, which (according to www.Urbandictionary.com) are promotional products used for the purpose of promoting a label rather than make a profit. Basically, free publicity.
However, the company will profit from it in a different way. It is very good PR to have a celebrity seen wearing your companies product. Weather it is a watch, handbag or snow gear, that product will sell if a celebrity wears it. Not only will the celebrity be seen, but be photographed. Those pictures now reach millions of viewers both in print, on-line and on television.
These viewers are the target publics for the companies PR team. People who watch celebrities will more than likely purchase items their favorite celebrity is wearing. The PR team is creating brand awareness, not only for the viewers but also for the celebrity.
Although, there are some drawbacks for the swag celebrities receive. The IRS would like a chunk of it. Since 2005 celebrities now have to be held accountable for the value of each product they accept. Some of the products could be worth $1,000 to $30,000.
This goes to show how much value is placed upon celebrities. When what they wear is more important then what they stand for or believe.
No comments:
Post a Comment