CELEBRITY ENDORSEMENTS PR Strategies and Concerns Theresa Gould 2009 The End of SOURCES Adv by zxn74414

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									CELEBRITY ENDORSEMENTS
PR Strategies and Concerns




                             Theresa Gould
                                      2009
          The End of




SOURCES
          Advertising as We
          Know It
          Sergio Zyman

          The Marketer’s
          Guide to PR in the
          21st Century
          Thomas L. Harris and
          Patricia T. Whalen

          Celebrity
          Endorsements
          About.com:
          Advertising

          Various Online
          articles and websites
          as linked throughout

          Various journal
          articles
WHY USE CELEBRITIES?
   Take advantage of a celebrity’s “equity”

   Break through media clutter

   Establish instant credibility

   Take advantage of a celebrity’s current media
    exposure
…AND WHY NOT TO…
   Because your competitors are

   Because ad agency thinks it’s impressive

   To rub elbows with your favorite star
              A celebrity can




VALUE-ADDED
              bring
              unprecedented
              value to your
              cause or
              organization, just
              by association.


              They key is
              knowing who to
              choose and how to
              use them to
              achieve your
              organizational
              goals.

              Reese
              Witherspoon
              became the first
              Global
              Ambassador for
              Avon and her
              support of the
              fight against
              breast cancer has
              been enormously
              successful.
PR STRATEGIES
   Spokesperson vs. Endorser

   Normal people vs. experts vs. animals vs.
    something made up

   Free vs. paid deals
SOME SUCCESSFUL CELEBRITY
CAMPAIGNS
Take note
                                                                 Sports lend
    Forbes called him a “good looking,




                                          TIGER WOODS AND NIKE
                                                                themselves to
                                                                 endorsement
    clean-cut, articulate, scandal-free                          deals, as people
                                                                 associate the
    golf whiz “                                                  professionals and
                                                                 the products they
                                                                 use with their
                                                                 success.
   Multiple deals with Nike dating                              Be sure your

    back to 2001                                                 spokesperson is
                                                                 someone with a
                                                                 clean record and,
                                                                 if you can tell, a
                                                                 clean and bright
   Piggybacking                                                 future. Brands
                                                                 can be trashed by
                                                                 the bad behavior
                                                                 of their big money
                                                                 mouthpiece.
   Fit is precise
                                                                         Sometimes drama,
    CKE sought Paris for their “luxury”




                                           PARIS HILTON AND CARL’S JR.
                                                                        or controversy, is
                                                                         exactly what your
    burger                                                               brand is looking
                                                                         for.

                                                                         In the case of

   Some concern over FCC indecency                                      Carl’s Jr, the fast
                                                                         food chain didn’t

    scare                                                                have much to lose
                                                                         when they signed
                                                                         the drama queen
                                                                         to star in their
                                                                         sultry commercial.
   Paris’ was one of several racy ads                                   Her name alone
                                                                         would bring flocks
    featuring women and the burgers                                      of people to
                                                                         YouTube to
                                                                         watch…and
                                                                         they’ve got her in
                                                                         a bikini on all
   Profits increased by $1 billion that                                 fours!

    year
                                                     Oprah is someone
    Obama on Larry King Live




                                OPRAH AND ANYTHING
                                                    who clearly doesn’t
                                                     need the money
                                                     that comes with
                                                     endorsing new
   Kindle                                           products, which
                                                     likely adds to her
                                                     credibility. Her
                                                     viewers truly
                                                     believe that if she
   Kentucky Grilled Chicken                         is vouching for it,
                                                     it must be top
                                                     notch.

                                                     While someone
   Book Club                                        like this may not
                                                     be interested in
                                                     your paid support,
                                                     feel free to send
                                                     her one of each to
   Downside: questions arise                        try out!

                                                     Same strategy
                                                     applies to critics
                                                     and media – just
                                                     make sure your
                                                     product doesn’t
                                                     suck!
SOME NOT-SO-SUCCESSFUL
CELEBRITY CAMPAIGNS
Take serious note
                                                                         Even a celebrity as
    Hottest new athlete of recent years




                                          KELLOGG'S AND MICHAEL PHELPS
                                                                        “do-gooder” as
                                                                         Michael Phelps
                                                                         can spell disaster
                                                                         for any feel-good
   Brought fame to the normally                                         organization.


    mundane sport of swimming                                            Keep in mind that
                                                                         behavior that’s
                                                                         seemingly ok for
                                                                         normal people is
                                                                         not ok for your
   Allegations of marijuana use                                         spokesperson.


    (backed by scandalous photos)                                        Set ground rules
                                                                         and detail them
    ruined his image                                                     explicitly in your
                                                                         contracts (often
                                                                         called “moral
                                                                         clauses.” And
                                                                         always have an
   Kellogg’s pulled the deal                                            out!
                                                                       Even if your
    1991 announced he had contracted




                                          MAGIC JOHNSON (CIRCA 1991)
                                                                      spokesperson hits
                                                                       a bump in the
    HIV during an extramarital affair                                  road, it doesn’t
                                                                       mean they are out
                                                                       for good.


   Was one of the biggest names in                                    Many celebrities
                                                                       and spokesmen

    sports at the time                                                 have rebounded
                                                                       from bad press
                                                                       and gone on to
                                                                       bigger and better
                                                                       endorsement
   Had deals with Converse, Spalding                                  deals.


    sports goods, Pepsi, Nestlé and KFC
    worth nearly $12 million

   Not one of the renewed their
    contract the next year

   2003 landed first big endorsement
    deal with Lincoln Mercury
                                                                             See a trend?
    2005 images of the model snorting




                                           KATE MOSS AND THE FASHION WORLD

                                                                             Drug use and
    cocaine hit the press                                                    otherwise deviant
                                                                             behavior is the key
                                                                             cause behind most
                                                                             celebrity

   H&M, Chanel, and Burberry all                                            endorsement deals
                                                                             gone awry.

    dropped her as their spokes model                                        Again, choose your
                                                                             image wisely.
                                                                             They represent
                                                                             you in everything
   One year out of rehab, Calvin Klein,                                     they say, do wear,
                                                                             project, and stand
    Dior, David Yurman, Louis Vuitton,                                       for.


    and Burberry all signed her for even
    more lucrative deals
IMPLEMENTATION
   Connection is crucial!

   Limit overexposure if possible

   Use multiple media

   Build in a cancellation policy

   Measure before and after
QUESTIONS?

								
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