Do Endorsements Still Work?

Only if they are sincere and honest.

A couple of things have been mulling in my mind recently. Does Tiger Woods sell Nike? Does he sell Buicks? Does the average consumer know which auto company Tiger endorses?

Recently I had a meeting with a cruise company that wants us to do live "endorsement style" ads instead of pre-recorded ads on our radio stations. They told me it works better. Of course, there would be a station cruise involved if we do this, and that's where the honest endorsement comes into play.

Weight loss, coffee shops, even mortgage companies are product categories that I've had success with by using a sincere and honest endorsement by the radio personality to motivate listeners to take action.

I have also heard too many endorsement style ads that were a waste. You could tell that the announcer was in it for the money, and they were reading from a script instead of speaking from the heart.

Consumers can hear and feel the difference. Remember the keys to endorsements these days (as always) is they have to be sincere and honest.

What prompted me to write this today was this story in Brandweek that came in my email:

Phelps Swimming in Sponsorship Deals

Aug 19, 2008

-By Elaine Wong

Michael Phelps is continuing his winning streak. After scoring an endorsement by Visa in a spot titled "Congratulations Phelps" which aired last week, the eight-time gold medal Olympic champion will now be featured on the front of Kellogg's cereal boxes next month.

The company announced this afternoon it is paying tribute to Phelps' performance at this year's Beijing Olympics on specially-marked boxes of Kellogg's Frosted Flakes and Corn Flakes. The new boxes, which debut the middle of next month, will capture some of Phelps' key moments at the summer games on its front packaging.

"Michael embodies the values behind our Frosted Flakes Earn Your Stripes program. He knows that winning is not jut about the glory that comes with gold medals, but about good sportsmanship, working hard and being your best," said Marta Cyhan, vp-global promotions in a statement.

Phelps currently holds the world record for winning the most medals in a single Olympics game. The 14-time Olympic gold medalist currently has deals with brands such as Omega, Speedo, PowerBar, AT&T and Argent Mortgage. Peter Carlisle, director of Olympics & Action Sports at Octagon, Norwalk, Conn. Is Phelps' agent.

Kellogg is an official sponsor of the 2008 U.S. Olympic Team. The Battle Creek, Mich.-based company spent $14.4 million advertising Frosted Flakes last year, per Nielsen Monitor-Plus.

Sphere: Related Content