When Gap signed Sarah Jessica Parker for a reported $38 million three year deal to be its new pitchwoman, they had high expectations that the A-list star would bring more fashionista clients into their retail stores. But, that is precisely what didn't happen. In fact, sales fell.

On the face of it, the decline in sales made no sense. Parker was an "it" girl. How could she not sell? What Gap failed to foresee was that using Parker was an error in celebrity marketing judgment. For all her fame and for all her film success, she was still not right for their market. Over 40, Parker was not right for the younger, sportswear basics demographic. At the same time, she is too closely associated with her high-fashion personality Carrie Bradshaw from "Sex and the City". Selecting her to endorse sportswear basics just did not "feel" right, and the cold reception from the buying market mirrored this feeling.

Before you wade into the deep pool that is celebrity marketing, understand that while it's true celebrity sells, not all celebrities are going to be the most appropriate fit for your product or service. So, how do you go about choosing which celebrities are the best match for your brand?

1. Pay closer attention to the celebrities you see. What are they wearing? Where do they eat? Do they have pets? Are they usually photographed repeatedly wearing a certain color? What are their hobbies? You will be surprised what a little research can reveal about your favorite stars.

The good news is that there are many magazines, television shows, and web sites that regularly run features on celebrities. You can check out Extra, USWeekly, People, x17online, Access Hollywood, The Hollywood Reporter and The Insider, among others.

2. Focus on your most likely candidates for celebrity marketing. After you have gathered information, you can pinpoint which stars are most likely to use your product or service. Create a file on them and make extensive notes on your findings. Usually, it's the little details that are easy to forget so note them down. The important thing is to stay up to date on what the celebrities you are targeting are doing. For instance, if you compile photos on Hayden Panettiere, you will eventually notice that she wears a lot of t-shirts and dressy tops. Or that Paris Hilton's favorite color is pink and Jessica Alba enjoys an occasional round of golf while Reese Witherspoon and Halle Berry prefer yoga.

3. Consider timing and location. Many marketers miss this part of their research because they get so bogged down with noting a star's preferences. But, the thing is, location and timing are very, very crucial. Sure, Madonna will most likely love that yoga mat you plan to send her, but she may never get to use it if you send it while she is out on a seven-month, 28-country tour!

These tips merely scratch the surface of celebrity marketing, but they should get you started in the right direction. So go ahead, do your research, make a dossier, and carefully consider timing and location. Done right, getting celebrity endorsements can increase your sales and brand name recognition by leaps and bounds.

© Liz Dennery Sanders 2010

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