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


What best describes you?

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

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]