Boris Johnson dropped by my daughter's Young Enterprise stall in Kingston the other week. Of course pictures soon appeared on their website, as well as in a local news website. Great publicity.
These girls had achieved something that my business hasn't achieved for many years - celebrity endorsement!
It got me thinking, why is it that companies are so bad at getting celebrity endorsement (on the whole) when charities are so good at it (on the whole)?
Yet celebrities have never been more accessible. Last weekend I got a direct tweet from Matthew Pinsent in reply to something I sent him. And Lord Sugar retweeted an item from a businesswoman "I'm a mother of 4 and the founder of this business... please retweet." By retweeting he not only gives great immediate exposure to the business - he has 1.7M followers! - but gives an endorsement that can be heavily highlighted in all their communications.
It couldn't be easier: 1. Decide who you'd like to endorse your business 2. Ask them!
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