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Entertainment Licensing, where a seller uses the name, image or
likeness of an entertainment personality--such as an actor, singer, children's
character (Mickey Mouse, Donald Duck)--for promotion purposes, is
booming today. Why is this? Because:
- Entertainment is more widely available than ever before.
Result? More people are familiar with entertainment figures.
- Wider knowledge of entertainment personalities means
they can be more powerful in promoting suitable consumer
products or services to the general public.
- The greater familiarity of customers with licensed
entertainment figures can result in larger sales of your
client's goods or services at lower cost to them..
So how can you get in on licensing entertainment
personalities to clients? You take these easy steps:
- Decide which entertainment personalities to license.
- Pick personalities that are keeping with your
prospective clients' business.
- If you're not sure what type of clients you'll have,
pick personalities that fill a large number of clients
needs. For example, a Popeye character can convey
strength, dependable seaworthiness for boating products,
or use of healthy food products. So if you
licensed him you'd have a variety of clients to approach.
These clients must be the type you want to work with.
- Contact the group licensing the personalities you're
planning on using. Ask what commissions they offer to
Licensing Agents such as yourself who find new clients
for their entertainment personalities. REMEMBER: All
commissions are negotiable! Don't be afraid to negotiate!
- Prepare a list of potential clients. Do this by
reviewing local, and distant, firms whose products or
services have a logical tie-in to the personalities you're
planning on promoting. Thus, a singer of romantic songs
might easily promote a tropical cruise line because the
melodies suggest faraway romantic places and trips.
- Contact your potential clients by phone, fax, e-mail
or postal mail, offering your entertainment personality
for licensing purposes. Point out the advantages of your
personality over others, giving the positive image the
personality will create for the client company.
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