The fairytale story of Oscar Pistorius is yet another example of the perils of using celebrities as endorsers in your advertising and marketing communications. An Olympic star turns into an alleged murderer. Does this scenario help Nike?
Somehow advertisers feel that linking with these spokes-stars will give them credibility and help them sell more of their wares. Do you use Priceline exclusively because William Shatner was their adverting “face” or did you switch to them because you like him in their ads?
My daughter Maddie and I were watching TV the other night, and an ad for Volvo came on. She asked me if I knew the guy in their ads and I responded it was Jeremy Lin. She asked who he is, and I said a pro NBA basketball player. Her response: “Yeah, like he knows anything about cars.”
How come a 16-year-old understands the wasted dollars associated with this marketing strategy and professional marketers do not?
It’s rare that using popular actors, athletes or just well know people translate into a sales bonanza for most companies. Sure, sometimes they exist, but they do seem to be the exception rather than the rule.
So what’s a marketer to do?
Rather, focus on your messaging and offers in your communication and if you really want to add credibility, use real users of your products and services. Tell their stories and how your product or service helped them to succeed.
Think about Jarred and Subway. For 15 years this ordinary guy has been a spokesperson for the chain because he lost weight eating their subs and has kept it off. Now that’s a case of a real-life story turned into a marketing success. This worked, but what really propelled the chain was its “$5 foot long” promotion.
Think about what propelled you into a Subway shop. Was it Jarred or the recession-busting offer they were making available to you? Their healthy positioning and great offer is what worked in unison.
Therein lies the real dilemma, your messaging strategy too often gets lost when you use a celebrity spokesperson. Those who know your brand often become confused and those who are unaware of your brand associate you with the endorser instead of the positioning that you represent.
It’s not a wise long-term strategy.
Perhaps using stars in marketing is done so frequently because it is the easier path to take. While on the rise and in good behavior, the deal seems to make sense. However, most firms do not act pro-actively and have a crisis communication plan in place once the company’s “star” is caught doing something immoral or controversial in the eyes of the masses.
Can you name the celebrity spokesperson for Coca-Cola, Microsoft, Amazon, BP, Exxon-Mobil, Google, Toyota, Honda, Target or Wal-Mart?
All of these are huge brands that most of us know. Yet it’s hard to associate them with a celebrity who represents the brand and enhances their brand message. Their messaging and positioning are what makes them successful and meaningful brands to their customer base.
Understand the competitive landscape in your category, know who owns what position in the minds of your prospects and customers, and differentiate yourself with good, old-fashioned marketing strategies and tactics. Also, please, give lots and lots of thought to what will get someone to try or switch to your brand. Assuming you have a quality product that does what you say it will, you will be years ahead of the competitors who are latching on to the latest star that has yet to tumble from the stratosphere. Smile when you think of the money you can use to test rather than fatten the wallet of someone who does not need the money anyhow.
So the next time someone mentions the perfect, fairytale spokesperson for your company, think about how the fairytale can turn into a nightmare and not help lead your brand long term anyway.
Grant A. Johnson is the CEO of Brookfield, Wisconsin based Johnson Direct LLC. He can be reached at [email protected].
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