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| *Ostroff, Fair and Company>>>Other - Advertising & Marketing |
What are the pros and cons of having a professional athlete endorse a product? |
for marketing That's probably the easiest question in the world to answer right now...I can give you about a million cons (just picture Michael Vick and there's at least half of them)... Seriously, if the product that you're marketing is prison grade razor wire, then definitely have an athlete endorse the product. Otherwise, better go with someone that understands personal responsibility. Read the news. Professional athletes have a habit of getting into trouble. That reflects back on the product they are endorsing. Of course, the fans would be more attracted to it, but if the athlete likes to get in trouble like some of the athletes in the NBA and NFL, then they can kind of ruin the company's image, or the company would have lost money by investing in them. I don't buy anything based on who promotes it, I base my purchases on the product and if I need it. Sorry no one gave you a real answer, so I'll attempt to give you one. -CONS- Cost- High profile athletes often make more from endorsements than they do from their sport, so they ask a high ticket price. Like everyone else says, you're linking your product to that athlete so if they do something illegal it reflects on you. Often more overlooked and more likely certain groups of people can form problems with you based on their behavior. For example they wear a fur coat PETA strikes your product and depending on the product that can be devastating and if you drop them you often have to continue paying them. -PROS- If you have an active product like basketballs, shoes, or even a soft drink, people subconsciously link the athletes performance to the use of your product. It helps make your product seem more legitimate. If you are a new company many people will think you must have a great product or have been around longer than they have known if you were able to get a celebrity to endorse it. A common benefit is the fanatic. You instantly get a spur in trial from people who are fanatic about that athlete and will pretty much try anything connected to that athlete. Lastly, it breaks through the clutter. You are more likely to grab the attention of a person if they see someone they recognize in an ad even if they don't follow sports. P - Gains attention for the product. Breaks away from the pack. C- They are usually quite expensive and sometimes unpredictable. Also, make sure the product is relevant to the person endorsing it. Don't have an athlete promoting personal computers. What's the point? But sports clothing, gear, beverages, healthy snacks etc are relevant. People aren't stupid. You are educating people about a new product and facilitating the point by associating something (in this case someone) who already registers in that area/industry. Not quite sure how the George Forman Burger grill got through the radar - but it did...Rarely happens. |
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