The boss and I are currently discussing whether we should get one (or two) local showbiz personalities to endorse our company and one of our new products.
I’ve always been a skeptic when it comes to advertising that uses borrowed interest. I mean, if your products are so uninteresting they shouldn’t be released, and, if your company has nothing of value to say or offer, then it shouldn’t exist in the first place.
Perhaps my point is that marketers should dig deeper and discover what it is exactly that people would find worthwhile in the product and/or the company. I’m quite sure that buried somewhere in all that conceptual business junk is a feature or benefit that could jumpstart a really awesome campaign that doesn’t have to rely on personalities who won’t even touch your product with a ten foot pole in real life.
If you absolutely have to use endorsers for some reason, then do so, but make sure that all the generated attention will be followed by meaningful, long-term sustaining efforts.
