| Chapter 2 of 14 | | | | Initially, it seemed a good decision. Once we looked |
| Making sure the Celebrity will be the right fit for your | | | | at the market a little closer it became apparent that |
| audience. | | | | this product was aimed at people 55 and older |
| One of the biggest mistakes made when | | | | (although it has applications for all ages). After much |
| contemplating the use of a celebrity endorser is | | | | thought we have decided to use a retired HOF |
| choosing a celebrity that does not complement your | | | | baseball player for a number of reasons. First, he is |
| business or product well. For example, sticking a | | | | very recognizable, believable, squeaky clean, |
| retired baseball player into a kids video about baseball | | | | attractive, provides his own brand awareness, and |
| could be a sure failure. Kids don't recognize players | | | | most importantly, can relate to getting older and |
| from the past. If, however, the target market | | | | experiencing pain. He is a satisfied user of the |
| audience of the video was the kids father (who | | | | product and therefore can tell his story on a very |
| would be considered a baby boomer) then using a | | | | sincere level, one that the over 55 group can relate |
| retired player might make a lot of sense. Using a | | | | to, as they remember him being one of the top |
| retired player offers a very distinct advantage when | | | | players in the 70's and 80's. We have a perfect fit |
| it comes to the financial side of the equation. | | | | for a product that is very targeted. By choosing the |
| However, while choosing a player from yesterday | | | | baseball player over the NASCAR driver, we have a |
| can cost a lot less money there is also the | | | | broader audience. A lot of over 55 individuals do not |
| significantly higher risk of the kid not knowing who | | | | follow NASCAR but most have followed baseball. |
| the player is and not caring about the video. Along | | | | NASCAR is a relatively new sport and thus its |
| with the reward comes the risk of this type of | | | | following tends to be of a younger age. In this |
| endorser not being able to make inroads because of | | | | particular deal we also did something very compelling |
| lack of a name brand or little current recognition. | | | | for both the athlete and the company. Most of his |
| When making your final selection, always weigh in | | | | compensation is tied to the actual sales of the |
| heavily on the specific demographic of the end user. | | | | product. With this arrangement, we insure that we |
| While the buyer may seem like the initial target, the | | | | have the undivided attention of the athlete |
| end user might ultimately decide the fate of the | | | | throughout the contract. A proactive athlete helps to |
| product. Make sure you do your homework and | | | | sell himself and the product and is extremely |
| know who your market is. | | | | motivated to go the extra mile to make sure they |
| Currently, we are working on a major pain relief | | | | become a household name. In fact, we have already |
| spray project with a public company on the East | | | | seen huge dividends in the form of athlete contacts. |
| Coast. They had originally decided that they were | | | | This would not happen if we had not signed him to a |
| going to use a one year retired NASCAR driver. | | | | performance based royalty payment schedule. |