Too often brands partner with talent for the wrong reasons (They were the “biggest name!” They were willing to do it for the right price!). But when you’re planning an important event, for your company or a client, you need to associate with just the right partner—one who aligns with your brand and resonates with its audience.
Whether it’s a celebrity, politician, athlete, or activist, they’ll need to represent the same value system as the client. It’s not the time to experiment by going out of your comfort zone.
These tips can help you find just the right talent.
1. USE YOUR CLIENT’S KPIs AND INTERESTS AS A GUIDE
Focus on target demographic: Who are the brand’s customers? Are they people who want to be on top of trends or people who appreciate luxury? Will they appreciate someone with an illustrious career or someone more up and coming?
Find out who your client’s top 3-5 dream guests would be, and then build your talent roster from there. If you can’t land their top picks, seek out like-minded and similar personalities and book them. This way, you’ll know that the talent you secure will speak your client’s language.
2. LOOK FOR PASSIONATE PEOPLE WHO TRULY CARE ABOUT THE ISSUE
Not every VIP is going to be as impassioned about important issues as you or—more importantly—your client. Look into individuals’ backgrounds to see what they’re most vocal about and what non-profits and campaigns they’ve been involved with in the past. Use their passions and interests to determine the best event match. Ideally, you want someone who is personally invested and isn’t just doing it for the press or a paycheck.
3. VET TALENT THOROUGHLY AND AVOID BAD PRESS
It sounds like a no-brainer, but you can never be too careful when securing talent and notables for a client function. Do a deep dive into the individual’s background, social, and press to ensure your starry moment doesn’t make headlines for the wrong reasons. Optics matter, and you want to give your clients a drama-free experience. Better safe than scandal.
When vetting someone, talk to people who have worked with them before. Look at social media to gauge their track record and how they interact with fans. Review everything to rule out any history of misconduct, and focus on finding someone known for standing by their word.
4. DON’T GET PREOCCUPIED WITH THE INFLUENCER WAVE
While influencers and content creators are popping up at events worldwide, don’t marry yourself to the idea that you must secure the latest TikTok star to ensure an event’s success.
Keep your focus on the individual’s actions and values, and make that your guiding metric. Cache is important, and it comes in all forms, but remember to lean not on who’s the best or the hottest (or who has the most followers), but on who’s the right choice for the gig.
5. BE HONEST AND BUILD TRUST
Celebrities and public figures are the last people who want you simply to tell them what they want to hear; they want direct honesty, thoughtful feedback, and even the hard truths. Make them feel like they’re being heard, don’t make promises you can’t keep, and never gossip or speak negatively, even when talent is being difficult.
THE BOTTOM LINE
Treat people with kindness and respect. If a certain personality is really difficult to work with and refuses to be kind to your employees, don’t work with them again. On the flip side, if you’ve found a good partner for your client, invest in that relationship. It might even be time to consider a long-term contract.
Josh Wood is the Founder and CEO of JWP, a renowned event production company executing global, philanthropic experiences for 20+ years.