Lessons from Dumb Spokesperson Campaigns
In the PR world, I have witnessed no better way to throw hundreds of thousands of dollars down the drain than to pay some expensive and questionably effective spokesperson to do a range of marketing activities, satellite media tours, and limited half-day appearances. True metrics supporting celebrity spokesperson choices are often difficult to find. As an article in CMO magazine suggests, using a celebrity spokesperson is often an emotional choice (just feels right) by marketer or agency, where wishful thinking takes the place of intelligence.
Here are several examples:
- Catherine Zeta Jones for Tmobile - As if *former* Tmobile customers needed another reminder of how little the company spends on improving their network quality in comparison to ad campaigns ...
- NFL Refs for Miller Lite - Um, instead of an athlete - you chose the refs? Point A, no one likes refs. Point B, people usually think refs make bad calls - not "good calls." Duh.
- Cheryl Crow for Dell - In light of the recent "Dell Hell" blog posts - you would think they might find a more credible/relevant spokesperson. Or at least someone who you could believe actually owned a Dell at home ...
Clearly, bad campaign ideas don't get better by using popular or well recognized spokespeople. Relevance is still the ultimate requirement for effective marketing - an element successful spokesperson campaigns such as "Jared from Subway" illustrate (by the way, NOT a celebrity spokesperson). His ads have single-handledly propelled Subway to achieve their brand positioning as the healthy fast food alternative. Contrast this with the Baby Bob Super Bowl ads from Quiznos - which were not only stupid, but also helped them to blow millions of dollars. Spokesperson campaigns are a mixed blessing - with much soul searching involved to get the right person on board. For more and more of our clients, I have started to question whether it's the right way to go.
Blogger's Addendum: Ogilvy PR has executed a number of celebrity spokesperson health campaigns, most notably with Morgan Freeman and Katie Couric on behalf of CDC's Colorectal Cancer campaign. I recently also posted about Yahoo's Blog for Hope initiative using Celebrity bloggers. Social marketing campaigns with volunteered/pro-bono time from celebrities are in a different realm to paid spokesperson campaigns - and I should note that we have seen extremely strong results from our efforts using spokespersons for these type of eadvocacy campaigns.