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About Using Pitchmen

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At some point many successful businesses consider having a public spokesman. Options typically include:

•Using the CEO. Victor Kiam’s television commercial famously stated “I liked the product so much, I bought the company.” As the CEO this person has loads of credibility. Sadly, most CEOs can’t pull it off.

•Creating a mascot. The Pillsbury Doughboy does whatever he’s told, never talks back, and isn’t paid royalties (like Flo from Progressive Insurance is). However, getting consumers to recognize the seriousness of the message from a cartoon character can be a challenge.

•Renting a character. Spongebob Squarepants’ owner (Nickelodeon) gets royalties for every box of Fruit Roll-ups bearing his name and sold by Betty Crocker. FYI, Betty is also an imaginary character.

•Hiring an outsider. This may be a celebrity, a sports figure, or your average Joe. They may cost big fees, but bring their own ideas, looks and ability to bond with customers in a unique way.

To this latter point, there’s something about a recognizable face that instills trust when it comes to product endorsements. Companies’ stock prices typically spike following announcements that a particular celebrity is endorsing a product.

But there’s a downside to hiring a spokesman, as we learned last week from Jared Fogle, Subway’s greatest success story.

Fogle is pleading guilty to charges of child pornography and having sex with minors. He faces 5+ years in jail. Subway has fired him and is bracing for the sales fallout.

Fogle’s situation is reminiscent of Lance Armstrong’s doping scandal, which hurt sponsors Nike and Anheuser-Busch.

Then there was Tiger Woods’ marital cheating, and his subsequent firing by GM, AT&T and Gatorade.

And let’s not forget America’s former favorite dad, Bill Cosby, who for years endorsed JELL-O, Coke and Disney.

No news yet how rape charges against him may impact these companies.

OK, celebrities are people and make mistakes…like when Britney (Pepsi) Spears was caught on film drinking Diet Coke…then fired.

And Supermodel Kate (cocaine) Moss was fired by Burberry and others, cleaned up her act, then made a comeback 18 months later.

Your odds-on best bet: build your campaign around a created, controllable, cost-effective character.

After all, did you ever hear of Morris the Cat being found in an alley overdosing on catnip?

With that said, I wish you a week of profitable marketing.


For all your communications strategy, turn to Mr. Marketing at www.askmrmarketing.com.

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