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Celebrity Endorsements

A star-studded marketing campaign can give your start-up an edge.

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This story appears in the May 2001 issue of Entrepreneurs Start-Ups magazine.

It's a noisy world out there. A noisy, colorful,inundated-with-ads world where it's hard to getnoticed-especially for start-ups. So how do you rise abovethe ruckus? It could be as simple as turning on the TV or flippingopen the latest People magazine. Ignore all thosecommercials and ads, and look closer. Who's in themagazine and on those channels you're surfing through?That's right. We're hunting celebrities.

"Endorsements can be a great benefit to any small business,but they're especially beneficial to start-ups," explainsmarketing expert Patrick Bishop, co-author of Money Tree Marketing: Innovative Secrets That WillDouble Your Small-Business Profits in 90 Days or Less."When you get a celebrity to endorse your company or sign alicensing agreement, you benefit from customers' awareness ofthe property, [which] could include the perception of quality,educational value or a certain image."

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