How to put celebrities to work for you

When we hear the phrase red carpet product placement, we think of Harry Winston jewelry or Oscar de la Renta gowns. But Susan Ashbrook says getting exposure through product placement with celebrities can work for a Midwestern tire store just as well as it can for Armani.

Ashbrook, owner of a fashion product placement company in Los Angeles, is author of Will Work for Shoes, released earlier this month.

Over the years Ive had so many people ask, How does it work, who do I contact, how do I know if my product is something celebrities would like?

Its really a how-to book, she said in a phone interview with The Repository. Its for entrepreneurs and small businesses who wonder if celebrity marketing is for them.

While the book concentrates on Ashbrooks work with celebrities and fashion designers, she includes anecdotes about how celebrity product placement launched kitchen-table businesses.

Q. Isnt it intimidating for business owners t o think about approaching a celebrity?

A. Entrepreneurs are a very interesting group hard working, dont take no for an answer, willing to try new ideas to get their business to succeed. Celebrities should be included in that mix.

Q. How can a business owner know if their product will attract the attention of a Hollywood star?

A. Celebrities dont want to blend in. They have the personality. They want to stand out in a crowd. So usually a product that will catch their attention is different in some way. If youre excited about it, celebrities will be too.

Q. If youre not lucky enough to spot a celebrity already using your product, whats the first step to take to make that happen?

A. First, have a business in place. I have so many businesses contact me that dont even have an e-commerce site. The next step is to photograph your product. You dont want to have to send out the product. First send a photo to se e if they are interested.

Q. In your book, you say one way to connect with a celebrity is through a shared interest or cause.

A. So many celebrities start out like you and me, with a dream, and if they are lucky enough to be successful, want to give back. They find a charity that appeals to them. One way to connect might be to say, through a link on their website, if one of their fans buys your product youll give back 10 percent to the celebritys charity.

Q. What about local celebrities? Can we apply the techniques in the book locally?

A. Absolutely, in the same way. Research is key. Just like reading People magazine (to find celebrities), if in a small town, get the local magazine, the local newspaper, read the entertainment and lifestyle sections. Who are they writing about?

Q. How important is social media in celebrity marketing?

A. Kim Kardashian has 7 million that follow her on Twitte r. If shes writing about whats shes wearing or whats shes eating 7 million people are reading about that. Celebrities with a big social media following can make a great partnership for a business.

Will Work For Shoes: The Business Behind Red Carpet Product Placement, by Susan J. Ashbrook, Greenleaf Book Group Press, $22.95. www.susanjashbrook.com