Many of us ask friends and family for advice before making a big purchase. Why? Because we trust their opinion and respect their ability to guide us.
About 100 years ago, a smart marketer discovered that athletes and celebrities could also help guide consumers on the path to love a brand and make a purchase. Since Honus Wagner endorsed the Louisville Slugger bat company in 1905, corporate brands have spent billions of dollars in this market. From a local advertisement touting a sale at a car dealership to Michael Jordan’s landmark relationship with Nike via the Air Jordan brand, corporate marketers know that athletes and celebrities can move the sales needle.
Like any other tool, there are bad practices and best practices. Over the course of time, we’ve accumulated six essentials for athlete and celebrity endorsement.