In the immortal words of George Foreman “It’s So Good, I Put My Name On It!”…

But do you endorse Endorsers?

Celebrity endorsement polarizes opinions. Some think it’s a non-strategic and short term approach to getting a fairly dry product some media coverage but for those who have seen it work, it can be an incredibly effective way to deliver high impact media coverage whilst utilizing the credibility and appeal of a well-known face to ensconce a brand in a halo of cool (and make it sell too).

The world of celebrity endorsement has changed incalculably in recent years; Tiger Woods and his various misdemeanors broke new ground in the media’s pursuit of global superstars’ nocturnal habits which means that now more than ever, celebrity endorsement is something which must be a far more thoughtful and considered tactic vs. 5 years ago. You need to get your choice not just in the right ball park but absolutely on the money otherwise the media won’t buy it and nor will your target audience.

In the world of celebrity endorsement we know who the winners have been. Ever heard of Meineke? Maybe not, but when the company had a former boxer by the name of George Foreman put his name on their grilling machines they did rather well (he helped them sell 10 million units).

But then there are those who have not done so well … like Kwik Save. This UK supermarket decided to use a soap star to promote an in-store initiative. What they did not know at the time was that she was allegedly dealing with some “issues” and the resulting picture….well you can kind of see were not the sort of publicity Kwik Save was looking for.

My 5 Golden Rules of Celebrity Endorsement:
1. Believable – Will your consumer say “Yeah, like they would use that product?”
2. Relevant – Will your audience say, “I’d like her over for dinner”
3. Hook – Why this person? The story needs to make sense.
4. Brief – So you’ve got your celebrity. What can possibly go wrong? Nothing so long as you brief them on key messages (then again, and again, three times a charm and then once more). Ever heard the story about the celebrity who gave a TV interview and quoted the wrong brand? Probably not but the PR sure would’ve from the client.
5. Timely – When someone’s hot, it helps

Good celebrity endorsement is a partnership which has to make sense for every single stake holder and when you get it right, it can transfer the fortunes of a product over night. I think George Foreman would testify to that (in fact he’d probably put his name on it).

Chris Stevenson