Recognition...Is Your Celebrity Endorser Someone People Will Recognize.....It's actually very interesting to be with a celebrity endorser for a while at a public place and see if anyone recognizes them, comes up to them just to talk, ask if they are who they think they are, ask for an autograph, or tell them, "I remember when I used to watch you on TV", etc. This simple little exercise, while never planned, gives us insight into the possible success of the celebrity endorser we are contemplating using and what type of value we might be adding to the company or product.
One thing that we have found to be critical is to never ever try and bring a regional celebrity endorser into a market that is too far from that celebrity endorser roots. Don't try and place a San Francisco person in a New York promotion unless that person is from New York or currently lives in New York. A point of interest here centers on a promotion that is now being done with a member of the Hall of Fame. In our opinion, this was a very famous and recognizable person. We thought wrong. Before they ran the promotion we suggested that they test (always test ideas) our concept by sending out one hundred emails to their target customer demographic. We were astounded at what came back. Only three of the people in the test knew who the celebrity endorser was and only one could name what team he used to play on. The point to learn here: do not take a famous regional celebrity endorser and try and make a success of your promotion in a totally different region of the country. Folks, it just does not work and can be a very costly mistake.
One major selling point of using ex-athletes is the fact that many of them still get significant press. While not playing in the game anymore they are often looked to for expert advice and opinions. When using TV and movie stars that have gracefully left the industry, many times they have had very little exposure for many years thus making it a tougher sell. If at all possible, when using someone who fits that mold, it is imperative that you somehow rekindle your customers mind by making an association with what they used to star in or be famous for when they were active.
Some celebrity endorsers have distinguishing attributes that don't allow them to be forgotten very easily...that is without a doubt a huge and often time's overlooked bonus. Things that make them stand out often mean dollars in your pocket and help to create that endearing brand you had in mind. The list of things that are significant consist of things like, hair, beards, mustaches, birth marks, height, weight, etc.
The bottom line is the more recognizable your celebrity endorser is, the more successful they will be for your company or product.
It's actually very interesting to be with a celebrity endorser for a while at a public place and see if anyone recognizes them, comes up to them just to talk, ask if they are who they think they are, ask for an autograph, or tell them, "I remember when I used to watch you on TV", etc. This simple little exercise, while never planned, gives us insight into the possible success of the celebrity endorser we are contemplating using and what type of value we might be adding to the company or product.
One thing that we have found to be critical is to never ever try and bring a regional celebrity endorser into a market that is too far from that celebrity endorser roots. Don't try and place a San Francisco person in a New York promotion unless that person is from New York or currently lives in New York. A point of interest here centers on a promotion that is now being done with a member of the Hall of Fame. In our opinion, this was a very famous and recognizable person. We thought wrong. Before they ran the promotion we suggested that they test (always test ideas) our concept by sending out one hundred emails to their target customer demographic. We were astounded at what came back. Only three of the people in the test knew who the celebrity endorser was and only one could name what team he used to play on. The point to learn here: do not take a famous regional celebrity endorser and try and make a success of your promotion in a totally different region of the country. Folks, it just does not work and can be a very costly mistake.
One major selling point of using ex-athletes is the fact that many of them still get significant press. While not playing in the game anymore they are often looked to for expert advice and opinions. When using TV and movie stars that have gracefully left the industry, many times they have had very little exposure for many years thus making it a tougher sell. If at all possible, when using someone who fits that mold, it is imperative that you somehow rekindle your customers mind by making an association with what they used to star in or be famous for when they were active.
Some celebrity endorsers have distinguishing attributes that don't allow them to be forgotten very easily...that is without a doubt a huge and often time's overlooked bonus. Things that make them stand out often mean dollars in your pocket and help to create that endearing brand you had in mind. The list of things that are significant consist of things like, hair, beards, mustaches, birth marks, height, weight, etc.
The bottom line is the more recognizable your celebrity endorser is, the more successful they will be for your company or product.
Written by: Ron Tyler © copyright 2006 Ron Tyler Ron Tyler has been in the creative marketing business for the past 20 plus years. He has consulted with small companies all the way up to public companies. He has extensive experience in the strategy and benefit arena and actual implementation of laser targeted marketing plans. He can be reached via email at rtyler51@comcast.net
Article Source: http://EzineArticles.com/478050
One thing that we have found to be critical is to never ever try and bring a regional celebrity endorser into a market that is too far from that celebrity endorser roots. Don't try and place a San Francisco person in a New York promotion unless that person is from New York or currently lives in New York. A point of interest here centers on a promotion that is now being done with a member of the Hall of Fame. In our opinion, this was a very famous and recognizable person. We thought wrong. Before they ran the promotion we suggested that they test (always test ideas) our concept by sending out one hundred emails to their target customer demographic. We were astounded at what came back. Only three of the people in the test knew who the celebrity endorser was and only one could name what team he used to play on. The point to learn here: do not take a famous regional celebrity endorser and try and make a success of your promotion in a totally different region of the country. Folks, it just does not work and can be a very costly mistake.
One major selling point of using ex-athletes is the fact that many of them still get significant press. While not playing in the game anymore they are often looked to for expert advice and opinions. When using TV and movie stars that have gracefully left the industry, many times they have had very little exposure for many years thus making it a tougher sell. If at all possible, when using someone who fits that mold, it is imperative that you somehow rekindle your customers mind by making an association with what they used to star in or be famous for when they were active.
Some celebrity endorsers have distinguishing attributes that don't allow them to be forgotten very easily...that is without a doubt a huge and often time's overlooked bonus. Things that make them stand out often mean dollars in your pocket and help to create that endearing brand you had in mind. The list of things that are significant consist of things like, hair, beards, mustaches, birth marks, height, weight, etc.
The bottom line is the more recognizable your celebrity endorser is, the more successful they will be for your company or product.
It's actually very interesting to be with a celebrity endorser for a while at a public place and see if anyone recognizes them, comes up to them just to talk, ask if they are who they think they are, ask for an autograph, or tell them, "I remember when I used to watch you on TV", etc. This simple little exercise, while never planned, gives us insight into the possible success of the celebrity endorser we are contemplating using and what type of value we might be adding to the company or product.
One thing that we have found to be critical is to never ever try and bring a regional celebrity endorser into a market that is too far from that celebrity endorser roots. Don't try and place a San Francisco person in a New York promotion unless that person is from New York or currently lives in New York. A point of interest here centers on a promotion that is now being done with a member of the Hall of Fame. In our opinion, this was a very famous and recognizable person. We thought wrong. Before they ran the promotion we suggested that they test (always test ideas) our concept by sending out one hundred emails to their target customer demographic. We were astounded at what came back. Only three of the people in the test knew who the celebrity endorser was and only one could name what team he used to play on. The point to learn here: do not take a famous regional celebrity endorser and try and make a success of your promotion in a totally different region of the country. Folks, it just does not work and can be a very costly mistake.
One major selling point of using ex-athletes is the fact that many of them still get significant press. While not playing in the game anymore they are often looked to for expert advice and opinions. When using TV and movie stars that have gracefully left the industry, many times they have had very little exposure for many years thus making it a tougher sell. If at all possible, when using someone who fits that mold, it is imperative that you somehow rekindle your customers mind by making an association with what they used to star in or be famous for when they were active.
Some celebrity endorsers have distinguishing attributes that don't allow them to be forgotten very easily...that is without a doubt a huge and often time's overlooked bonus. Things that make them stand out often mean dollars in your pocket and help to create that endearing brand you had in mind. The list of things that are significant consist of things like, hair, beards, mustaches, birth marks, height, weight, etc.
The bottom line is the more recognizable your celebrity endorser is, the more successful they will be for your company or product.
Written by: Ron Tyler © copyright 2006 Ron Tyler Ron Tyler has been in the creative marketing business for the past 20 plus years. He has consulted with small companies all the way up to public companies. He has extensive experience in the strategy and benefit arena and actual implementation of laser targeted marketing plans. He can be reached via email at rtyler51@comcast.net
Article Source: http://EzineArticles.com/478050
0 komentar:
Post a Comment