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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