Picking an actress to wear your dress on the red carpet or an athlete to appear in your commercial is no easy task. It requires more research than just picking your favorite or asking a few colleagues who’s trending right now.
Finding out how relevant a celebrity is among the audience you want to reach is one key to a successful endorsement. But how do you find out if your top pick – or current partner – is the right choice for your company? Thankfully there are a few ways to discover not just who’s more famous, but what ideals they represent, how they make people feel and what demographics they connect with.