Even though it has nothing to do with online marketing, I have to comment on an ad I heard on sports radio last night.
John Elway has a furniture line at Sam's Club, and they are promoting it with a spot where Mr. Elway thinks they are taking his *actual* furniture. Hilarious (<---- sarcasm!). I fail to see the connection between John Elway and furniture. That got me thinking about why some endorsements are successful and some are not. Here's what I came up with:
- Pick a celebrity where the endorsement makes sense from a product standpoint. Model Kathy Ireland and fashion? Sure. Chuck Norris and fitness equipment? Ok. John Elway and furniture? Uhmm, no.
- Pick a celebrity with magnetic personality. The kind that could sell anything. Works especially well with TV infomercials. George Foreman talking about a food related product. Yes! Yes! John Elway (boring) hawking furniture (boring): No! No! No!
- Pick a celebrity who is hot right now. Think 50 cent and bottled water, J-Lo and just about anything. Elway's heyday was what, ten years ago?
- Pick a celebrity who will appeal to your demographic. Prime example: marketing your Buick to old people? Hire Tiger Woods! Old people love golf, and they love Tiger! (now that I think about it though, Tiger driving a Buick is not very believable. Kind of like him hawking Centrum Silver. Yeah, he's popular, but it's not a great fit).
So where does John Elway and furniture fit into this.
Magnetic personality? Nope.
Hot right now? Nope.
Appeals to demographic? John Elway: appeals mostly to men, especially nostalgic sports fanatics Furniture: primarily women buyers, I would think.
I give this promo a big fat F! ( in case you cared)
Tags: John Elway, furniture, celebrity endorsement