How Can Red Carpet Events Act as an Effective Marketing Platform for Celebrities, Brands and Designers?

Red Carpet events such as the Oscars or the Met Gala are always highly popular, televised events. Not only that, but they’re much talked about for days afterward as everyone reflects on who showed up, the outfits and any major faux pas. Of course, who is the best and who is the worst dressed typically feature as the focal point of any discussion.

Importantly though, while we do look at the individuals on the carpet, these days they are a brand in their own right. Not only that, but they know how to promote themselves well. Most of these celebrities know exactly how to market themselves in terms of making a positive statement, being memorable and so on. This is something that all brands, companies and designers should take note of. And, with the eyes of the world focused on a Red Carpet, there are some additional ways these events can be a great marketing platform for all involved.

Brand visibility

One of the main factors necessary to be successful is visibility. Many of us spend hours hashing out SEO strategies, incorporating keywords into articles and checking all the Google Analytics. But one way to jumpstart all of this is to let the internet do it for you.

If a brand is photographed at a Red Carpet event, those hashtags and comments tend to come rolling in without any work from the brand itself. With the name attached to a celebrity, particularly a popular one, brand visibility and subsequently, recognition, can skyrocket. Better still, potential consumers will be able to remember the brand. This works for all kinds of preferences, brands and products.

Not only that, but being endorsed by a celebrity can also engender trust and credibility among potential consumers. With a popular celebrity showing off a specific brand or designer, it validates that brand in the eyes of the populace consequently pushing up its market value and increasing demand.

Collaborations

Designers and brands often collaborate with celebrities, working together on the Red Carpet. All parties benefit in this way as they can put a brand into the spotlight. Celebrities gain recognition for this too, getting their image and name everywhere and back in the public eye simply by association.

Collaborations such as Lady Gaga’s meat dress at the 2010 MTV Awards sparked controversy and online conversation, impressively still remaining a talking point over a decade later. Not only that, but it was influential in the following designs from major fashion outlets. Additionally, social media amplifies this type of influence pushing the latest trends and images to the forefront of all news feeds, furthering exposure and brand recognition.

With collaborations like this, everyone wants a piece. This means that often, the designs seen on the Red Carpet are copied. Accessible pieces for the regular person are created, taking inspiration from the original haute couture designs. This brings the everyday person a little closer to the world of celebrities, letting them enjoy a little bit of the high life.

Product placement

Red Carpet events can also benefit brands and designers by getting product placement down the line. If many people notice a look or brand, then it may end up in a movie as part of the visual narrative to further the impact of marketing. Again, such placement serves to remind consumers the brand exists, influencing their behaviour and encouraging them to purchase the item, product or brand. Additionally, depending on where the product is placed, this can elicit an emotional connection with the item or brand. This can make the brand familiar and strengthen the bond between the consumer and the desire to buy the brand. This, consequently, makes the brand have a more positive image.

Final thoughts

The Red Carpet offers many ways for celebrities, brands and designers to market themselves to the masses. Of course, the exposure will vary depending on the event. However, for the most part, this type of event gets people talking, puts brands and products in the forefront of social media trends and generally aids brands and designers in marketing themselves more successfully to a far wider audience than other areas might allow.

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