CELEBRITY ENDORSEMENTSPR Strategies and Concerns

Theresa Gould2009

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The End of Advertising as We Know ItSergio Zyman

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

Celebrity EndorsementsAbout.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

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A celebrity can 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 CAMPAIGNSTake note

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Sports lend themselves to endorsement deals, as people associate the professionals and the products they use with their success.

Be sure your spokesperson is someone with a clean record and, if you can tell, a clean and bright future. Brands can be trashed by the bad behavior of their big money mouthpiece.

Forbes called him a “good looking, clean-cut, articulate, scandal-free golf whiz “

Multiple deals with Nike dating back to 2001

Piggybacking

Fit is precise

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Sometimes drama, or controversy, is exactly what your brand is looking for.

In the case of Carl’s Jr, the fast food chain didn’t have much to lose when they signed the drama queen to star in their sultry commercial. Her name alone would bring flocks of people to YouTube to watch…and they’ve got her in a bikini on all fours!

CKE sought Paris for their “luxury” burger

Some concern over FCC indecency scare

Paris’ was one of several racy ads featuring women and the burgers

Profits increased by $1 billion that year

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Obama on Larry King Live

Kindle

Kentucky Grilled Chicken

Book Club

Downside: questions arise

Oprah is someone who clearly doesn’t need the money that comes with endorsing new products, which likely adds to her credibility. Her viewers truly believe that if she is vouching for it, it must be top notch.

While someone like this may not be interested in your paid support, feel free to send her one of each to try out!

Same strategy applies to critics and media – just make sure your product doesn’t suck!

SOME NOT-SO-SUCCESSFUL CELEBRITY CAMPAIGNSTake serious note

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Even a celebrity as “do-gooder” as Michael Phelps can spell disaster for any feel-good organization.

Keep in mind that behavior that’s seemingly ok for normal people is not ok for your spokesperson.

Set ground rules and detail them explicitly in your contracts (often called “moral clauses.” And always have an out!

Hottest new athlete of recent years

Brought fame to the normally mundane sport of swimming

Allegations of marijuana use (backed by scandalous photos) ruined his image

Kellogg’s pulled the deal

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Even if your spokesperson hits a bump in the road, it doesn’t mean they are out for good.

Many celebrities and spokesmen have rebounded from bad press and gone on to bigger and better endorsement deals.

1991 announced he had contracted HIV during an extramarital affair

Was one of the biggest names in sports at the time

Had deals with Converse, Spalding 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

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See a trend?

Drug use and otherwise deviant behavior is the key cause behind most celebrity endorsement deals gone awry.

Again, choose your image wisely. They represent you in everything they say, do wear, project, and stand for.

2005 images of the model snorting cocaine hit the press

H&M, Chanel, and Burberry all dropped her as their spokes model

One year out of rehab, Calvin Klein, Dior, David Yurman, Louis Vuitton, 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?