Thursday, July 21, 2011

Celebrity Spokesperson: Helpful or Hurtful?

by Spencer Watson

When trying to promote a product or company lots of planning goes into it. Many companies are taking the celebrity approach. If you choose to have a celebrity spokesperson then you need to make sure you choose the right one.

Business owners should look for candidates who mesh well with their target audience and key demographics. It doesn’t make a lot of sense to have a teenager (no matter how famous) promoting products or services geared toward wrinkle creams. Make sure you hire a stable-minded celebrity as well. Some companies have faced the plight of hiring

someone to be the face of their company only to have that spokesperson do something on the personal time that would not reflect the company in a positive matter.

According to, A-list celebrities don’t come cheap. Unless you’re a multimillion-dollar behemoth of a company, odds are you won’t be able to afford top-tier movie stars and pro athletes. Celebrities in this stratosphere are probably starting in the mid six figures, depending on the project. If you don’t have that kind of budget, start lower on the “celebrity chain.” Businesses with more of a community focus can utilize local celebrities, such as TV news anchors, retired sports figures and other neighborhood standouts.

We want to hear from you: Do you think having a celebrity spokesperson for your company is a risk worth taking?

If you would like to contact Spencer Watson personally, he can be contacted at