By Tom Mills of Track Record Enterprises LLC
As I have noted in previous articles, I like to focus on positive actions and results.
For this reason, I choose not to digress in this article to discuss the current spate of negative fallout from ill advised spokesperson actions and reactions to adverse circumstances.
Let’s deal for the moment with exceptional spokesperson who show exceptional judgment in dealing with life’s challenges. I will assume then that we have one or more spokespersons in place who exemplify the sponsors’ theme and core values.
First, let’s look at regional programs that involve spokespersons. Many of these programs will employ the efforts of an outstanding player or coach from professional sports such as Major League Baseball, the National Football League, the National Basketball Association or the National Hockey League. In addition, now we are seeing new lacrosse teams and Major League Soccer fielding teams in addition to the many minor league teams in some or all of the above sports. Many opportunities also develop for the local college football and basketball coaches who deliver for the city and region. For example, for a longtime in Los Angeles, you could expect to hear USC Head Football Coach Pete Carroll in an advertising spot as opposed to any NFL representative simply because Los Angeles still has no NFL franchise.
For such a regional program, it really is about finding the best spokesperson up front who has the character and depth to deliver in a variety of circumstances for the city or region. Since cities and regions are home town fans, this is a pretty simple equation and the key is finding someone who will be both available and effective in dealing with their duties.
When you begin to think about the national and global audiences, then things change very quickly. City and regional team stars will not work for this equation simply because someone who is loved in Los Angeles will undoubtedly be the enemy in New York. So, in the athletic arena, the next question becomes “Who will relate to all Americans?” The obvious choice in this situation is a national racing star or a champion and/or inspirational Olympic hero.
When Olympians compete, they represent the United States and play for the United States Olympic Team. What could be better than this if you want to relate and reach all Americans? And when Jimmy Johnson is winning his NASCAR race and the championship at the end of the racing season, he is very attractive for all racing fans in the U.S.
My next article will deal with additional considerations for maximizing the national and global platforms for product spokespersons
