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hi there
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www.gett-shirt.com
Additional Details
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brittany_lhs2010 | What are the pros and cons of having a professional athlete endorse a product? |
for marketing |
 |
 
Bam Bam Obama
 |
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. |
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Tim
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Read the news. Professional athletes have a habit of getting into trouble. That reflects back on the product they are endorsing. |
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Ask M
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I don't buy anything based on who promotes it, I base my
purchases on the product and if I need it. |
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Makes Sense
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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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jareeddempsey
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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. |
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-Detroit-
 |
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. |
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Sally Sullivan
 |
I have worked with athletes and endorsements for many years and overall there is little or no correlation between the athlete and sales. I agree with all that has been said that signing a high profile athlete intends to send a subliminal message that those that have signed him or her, are "players" in the industry but in fact very few companies attempt to monetize or justify this relationships. I recently presented a "sales model" to an apparel company where the athlete I was seeking an endorsement for, was more second tier. In short not a household name but had amazing connections at the grass roots level. Our model was to have him teach clinics, seminars, camps, in addition to running a state of the art baseball academy, and my role was then to collect the names and numbers for all those he touched and turn them into sales. We were able to prove this model before striking the relationship, but even with having done that, the company with whom we were speaking, backed out only offering a straight commission sales relationship. Neither my athlete nor I felt that he should open up his rolodex, for nothing especially when we already had given them some sales with no return to either of us, thus proving how it would work, and so we continue to search. My message is, that when signing an athlete figure a way to monetize those relationships, whether it is collecting names electronically and offering prizes or some way to continue to connect to your potential customer or actually reaching out to those that follow your athlete, who might be in a position to purchase your product. People do buy from those that motivate them at a grass roots level!!! |
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