Chapter 10 of 14
A guide to your demographics and your endorser.

It should go without saying, but pick the wrong celebrity endorser and your promotion will be doomed from the start. It takes a careful eye and some intuition to know when you have the perfect match. You must always keep in mind who your customer is and how receptive they will be to the celebrity endorser. Most of this is based on logic but sometimes it can take you to the limit in terms of creativity…cutting edge or edgy promotions are all the rage. However, if you find yourself venturing into the unknown, you must expect to pay the price of possible failure. Although there is a chance you might reap untold rewards either financially, or with effective branding. Our experience is that there are two effective rules of thumb for choosing the correct sex of your endorser. Men and women can sell to men, but most of the time women are best at selling to other women. Women are just more comfortable having a woman sell them something. Men on the other hand, can handle both men and women for the obvious reasons.

When making the final choice for your celebrity endorser, make sure that both age and sex factors are addressed. Also make sure that the celebrity endorser has an apparent connection or link with the audience. Nothing can waste more time and money than having a seemingly perfect fit and then have it turn out to be a disaster.

We once brought a famous pitcher in to do a clinic for kids aged eight to twelve. We had no idea that the celebrity endorser really didn’t get along with kids and had little or no patience with them. What a mistake that turned out to be. So now we always ask questions regarding comfort level with the audience, especially if they are doing one on one’s.

Copyright © Ron Tyler 2007

Ron Tyler is a principal in TylerMarketing and the creator, along with a few other folks of the SuperBlog concept. Ron and his group have made a number of high level presentations using the SuperBlog as the media distribution alternative, with excellent results. The group will be rolling out its first SuperBlogs in April. The SuperBlog is a multi media concept created to solve the ever present problem of media communications and the shrinking opportunities for media placement in traditional channels. Ron can be contacted directly via email at rtyler51@comcast.net.

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