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| Got
a new business pitch? Want to educate your client on why they
should hire a 3rd party spokesperson? Use this list - |
| 1. |
Credibility
of using an outside expert to get across the product message(s)
and who will be embraced by the media vs. in-house employee
who will most certainly be viewed by the media as self-serving. |
| 2. |
Support/reinforce
the message of the advertising campaign in a public relations
arena which allows more in-depth coverage of information than
a 30 second commercial. |
| 3. |
Draw
attention to new or existing products in venues where spokesperson
can demonstrate "how-to" tips and educate, entertain
and inform consumers. |
| 4. |
Added-value
from the brand as perceived by consumer and the media---not
just a commercial pitch. |
| 5. |
Choose
your spokespeople carefully matching them to topic, budget,
availability and dependability. For example, a book author is
typically more affordable and will be willing to tie in with
a brand vs. a celebrity whose time is tight and could cost a
fortune. Make sure you work with a celebrity whose image and
credentials make sense for the brand. You don’t want a
celebrity’s love life or latest movie to overshadow your
client’s product. |
| 6. |
Usability
in any number of public relations and marketing vehicles:
• Local and national TV appearances
• Event appearances including press conferences, touring
mall promotions, in-store events, trade shows,
sales meetings
• One-on-one desk side visits with editors
• Satellite TV and radio media tours
• Video and audio news releases
• Internal communications videos
• CD-ROMs
• Point of purchase displays with name and likeness
• Prizes for sweepstakes winners
• Matte releases and targeted press mailings
• Bylined consumer tips in brochures and on websites
• Website chat rooms/bylined articles/videos
• Podcasts
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