Seven Marketing Lessons From The Red Carpet

DALLY M AWARDS 2015
THE DARLING, THE STAR & STAR EVENT CENTRE, PYRMONT
MONDAY 28TH SEPTEMBER, 2015
PHOTOGRAPHER: BELINDA ROLLAND © 2015
SHARE
THIS



From the NRL’s night of nights, The Dally M Awards, to the ASTRA Awards and Oprah’s trip down under, Karen Eck has seen it all.

As the founder of public relations agency eckfactor and celebrity manager, Eck has pulled together large scale red carpet events, and she has plenty of stories up her sleeve.

She shares the marketing lessons learned in the process.

1. Be different

It’s a lesson that applies to multiple stakeholders involved with the red carpet, from the stars to the organisers of the event; it pays to step away from the norm.

For the talent and stylists, it’s a case of selecting an unusual gown that will catch the eye of photographers. And for photographers, there’s little value in being among 30 snappers who all captured the exact same image; it’s going to make it much harder to monetise.

The director of one photo agency tells the tale of a red carpet event resulting in 400,000 photos of Angelina Jolie. On the red carpet as in marketing, it pays to find ways for everyone to get something a little unique. The result will be much better cut through.

2. Prepare for the unexpected – and go with it

No matter how much trouble you go to in order to get all your ducks in a row, things invariably can and do go wrong.

How do you prepare, for example, for a former footballer to accidentally take out a chunk of a media wall with his knee (without noticing), or a gust of wind that blows up the dress of one of the stars on the red carpet to reveal she’s not wearing underwear?

When exactly that happened to Kerri-Anne Kennerley at this year’s ASTRA Awards, she took it in her stride with a smile as long as the split in her dress. Only one photographer was in the perfect position to capture the shot and it was the most talked about image from the night.

It was a win-win, mainly because of Kerri-Anne’s unflappable professionalism. With the help of a great stylist, hair and makeup, a pro publicist and manager in the wings, she came to the red carpet with the right attitude – look great, feel fabulous and have some fun.

The end result was stealing the show. Without that flexible attitude, it could easily have gone another way. Marketers take note.

3. Looking pretty isn’t enough

While the stylists responsible for the talent and the event styling of the red carpet know it’s vital to putting on a good show, looks aren’t everything.

In the case of the stars, photographers are interested in animated talent. They want something different and surprising. Knowing how to work the red carpet beyond stock standard poses has the potential to boost a star’s star power.

The lesson applies to marketing in general – a glossy ad campaign or stylish product packaging will only get you so far. It’s that extra something on top that will help people to remember you. Just ask Aussie actress Rebel Wilson who made headlines at the premiere of her film Night at the Museum: Secrets of the Tomb when her co-star – a monkey – decided to climb on her shoulder.

Forget the other big name talent involved with the film such as Ben Stiller and Ricky Gervais, it was Rebel everyone was talking about.

4. Invest in social

You should be able to follow any red carpet based purely on a hashtag. In order to achieve that, the size of your social team needs to be on par with that of the staff handling the logistics. Today, red carpets are at the forefront of social technology.

When the Twitter Mirror – a selfie taking handheld mirror that posts straight to the social news platform – first burst onto the scene, we used it on our red carpets. Ditto personal video streaming app Periscope and Instagram’s Gravity Room. The Dally M’s employed a similar approach backstage at this year’s event.

There are a lot of moving parts to think about when it comes to a red carpet, much like any marketing campaign. You can’t afford to scrimp on social in either case and your audience will get a kick out of the latest advances in technology, so it pays to keep up to date on the latest trends.

5. Choose your audience

In 2012, eckfactor was tasked with taking rugby league’s night of nights, the Dally M Awards, to a new level. We used the red carpet to raise the look, feel and reputation to one of high glamour and style. In order to achieve this, we sought out A-List celebrities who are genuine fans of the game.

While respected personalities such as Andrew Denton and Russell Crowe aren’t necessarily going to make the best-dressed lists (no offence Andrew and Rusty), they added serious cachet to the event. Yes, they are both immensely popular Australian stars, a drawcard on any guest list, but the key to having them involved was their genuine love of rugby league.

It’s not dissimilar to marketers seeking an ambassador for their brand, product or cause. You can’t simply pick someone because they’re famous – there needs to be a true connection if you want to be authentic.

6. Gather your A-Team

At the 2012 Dally M’s we pulled together a team of designer stylists, hair and makeup artists to help the wives and girlfriends of the players feel comfortable and excited about the event. Our A-team took the guesswork out of the big night and allowed everyone invited to relax and have fun.

Today the Dally M’s red carpet is one of the most talked about red carpets of the year – for all the right reasons. Much of that success is a direct result of what our team was able to accomplish three years ago. We set the bar then and the event continues to exceed it today. Go A-team!

7. Smile, it won’t kill you

To the casual observer, red carpets look like the most fun you could have in heels but anyone that’s ever worked one – from the stars strutting their stuff to the important looking person with a clipboard – will tell you it isn’t always a laugh a minute.

But if you can go out of your way to make people comfortable, often they walk away from the experience surprised by how much they enjoyed it. People like to work with positive people and that’s true in any business. I once asked a photographer to leave a red carpet because he could not have looked less pleased to be there.

He later apologised for his behaviour. It doesn’t cost a thing to have a positive attitude and the return on your investment will always be enormous.

 

Please login with linkedin to comment

Advertising Standards Bureau

Latest News

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
HooZu Appoints Rebecca Evans As Client Services Director
  • Marketing

HooZu Appoints Rebecca Evans As Client Services Director

Influencer marketing agency HooZu has announced the appointment of Rebecca Evans to the position of client services director. Evans brings diverse professional experience to the HooZu team, having worked across some of the world’s most disruptive sharing economy businesses, including Deliveroo and Uber. Formerly a business account manager at Deliveroo, Evans played a crucial role […]

Bauer Media Brands Unite Against Tampon Tax with ‘No Gender Selective Tax’ Campaign
  • Advertising
  • Campaigns
  • Media

Bauer Media Brands Unite Against Tampon Tax with ‘No Gender Selective Tax’ Campaign

Publishing player Bauer Media has announced the launch of its ‘No Gender Selective Tax campaign – a push to end what is essentially a tax on being a woman. The No Gender Selective Tax campaign is a major cross-brand initiative to remove the Goods and Services Tax (GST) from the price of tampons, pads and […]

Fairfax Announces New Partnership With Taronga Zoo, Launches ‘Wrong Skin’ Podcast
  • Media

Fairfax Announces New Partnership With Taronga Zoo, Launches ‘Wrong Skin’ Podcast

Publishing giant Fairfax Media has announced a new and exclusive partnership with Taronga Zoo, along with a new podcast series. Fairfax will bolster support for both Taronga Zoo and Western Plains Zoo via its The Sydney Morning Herald and The Sun Herald, as well as through its suburban and regional networks. The new partnership builds […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]

Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]

Apparent Appoints Joint Creative Directors From Within
  • Marketing

Apparent Appoints Joint Creative Directors From Within

Customer engagement agency Apparent has promoted Michelle Turchini and Simon Bloomfield to the newly created roles of joint creative directors, following strong business growth. Over the past 12 months, the independent Sydney agency has increased its staff to more than 60 people and moved into larger offices off the back of new and organic business […]

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign
  • Advertising
  • Campaigns
  • Marketing

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign

Targus Australia New Zealand has today unveiled its first-ever out-of-home media campaign to show off the brand’s fresh look and reinvigorated proposition. Showcasing how Targus connects people and technology, the campaign has been developed by the local arm of international independent brand design agency SomeOne, alongside a media strategy developed in collaboration with Sydney-based agency […]

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth
  • Advertising
  • Campaigns

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth

Last year, Bedshed commissioned a nationwide survey asking people right across the country what they get up to in the privacy of their bedrooms. It then gathered all the personal revelations together into a report, and now they’re sharing those details with everyone in Australia. The Bedroom Report reveals everything from our favourite sleeping positions […]

MediaMath Secures $US225 Million In New Funding
  • Advertising
  • Technology

MediaMath Secures $US225 Million In New Funding

Programmatic advertising player MediaMath has announced an integrated set of initiatives designed to advance the next generation architecture for digital marketing. The company is unveiling a range of investments in technology, people and relationships, as well as US$225 million in new financing, to accelerate its mission to connect marketers with consumers in a manner that […]

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing
  • Marketing

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing

Co-working space company Christie Spaces has announced the appointment of The Wired Agency as its new digital marketing agency in Australia. Tasked with maximising campaign performance through their trademarked hyper-segmentation and hyper-optimisation techniques, The Wired Agency will be leading search advertising, display advertising, and SEO for Christie Spaces. The company exists to provide a space […]

Realestate.com.au & Mazda Unveil Property Construction Video Series
  • Marketing
  • Media

Realestate.com.au & Mazda Unveil Property Construction Video Series

Property website realestate.com.au has launched a video series showcasing the trials and tribulations of an epic demolition and transformation by interior stylist and well-known Instagrammer Catherine Hegarty. The Heraghty family bulldozed their quaint weatherboard in Sydney to make way for a duplex, which will be the focus of the 2 in Twelve series, which you […]

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven
  • Campaigns
  • Marketing

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven

Eleven has worked with alcohol delivery service Jimmy Brings and Spotify to launch three limited edition wines that marry perfectly with music. The Songmelier Edition range features an Australian sparkling, sauvignon blanc and reserve shiraz, each paired with a Spotify playlist accessible via a code on the label. Wine lovers can simply scan the code […]

IPG’s 303 MullenLowe Appoints WA Creative Duo
  • Advertising

IPG’s 303 MullenLowe Appoints WA Creative Duo

Interpublic Group’s 303 MullenLowe has announced the appointment of Western Australian creatives Melita Masters and Bianca Galan-Dwyer to its team. Masters (pictured above, left) and Galan-Dwyer (pictured above, right) joined forces in 2016 at The Brand Agency, quickly establishing themselves as a first-rate creative duo with their multi-award-winning campaign ‘Let’s Thursday Like We Friday’ for the […]

Top Marketers Join Forces To Explore Best Practice
  • Marketing

Top Marketers Join Forces To Explore Best Practice

Some of Sydney’s top senior marketers have banded together to form a council that aims to develop best practice around launch marketing. The Launch Marketing Council (LMC) is an initiative by global independent launch agency Five by Five and will meet twice a year to share experiences around various launch marketing topics. The panel is […]

My Top Takeaways From Programmatic Week
  • Advertising
  • Marketing
  • Opinion

My Top Takeaways From Programmatic Week

In this guest post, Amnet MD Indy Khabra (pictured above) shares his top takeouts from Programmatic Week – a week dedicated to educating Dentsu Aegis Network staff on the very latest innovation and changes to the industry. The speed of technological disruption is accelerating. Keeping on top of the latest developments is challenging – even […]

Opinion

by B&T Magazine

B&T Magazine