| Chapter 8 of 14 | | | | with a lot of athletes. That does not mean we don't |
| Over the years we have created and used a little | | | | have contacts with other celebrity endorsers, it just |
| phrase that really is our benchmark in terms of our | | | | means that our comfort level has been securely |
| success. We call it the "FAMOUS Index." The index | | | | established with professional athletes. In terms of |
| acronym stands for the following: | | | | questions in this index category we might ask |
| F Famous | | | | questions like the following: What products has the |
| A Athletes | | | | celebrity endorser been successful at promoting |
| M Make | | | | lately? What products have they not been successful |
| O Our | | | | with in the past? If they were not successful, then |
| U Uniprise | | | | why? What demographic is this celebrity endorser |
| S Successful | | | | most likely going to appeal to? Do they have regional |
| ...and they will make your uniprise (or enterprise) | | | | or national reach? Have they had any problems with |
| successful as well. We have been fortunate enough to | | | | the law? What about scandals? |
| surround ourselves and our clients with some of the | | | | Make - Will our selection make or break the company |
| games greatest, who have performed admirably over | | | | or product? How will we make this the best promotion |
| the years. Being selective, intuitive, passionate, | | | | possible? Will we need a total product makeover in |
| cognizant, and above all, sensitive to our client's wishes, | | | | order to develop a sound strategy followed up by |
| has provided us all with a great sense of | | | | basic tactics? |
| accomplishment. While accomplishment and high fives | | | | Our- With any celebrity endorsement it really is about |
| are nice, that's really not why anyone is in business. | | | | "OUR": our results, our budget, our expectations, our |
| We use our "Famous Index" and profile to make sure | | | | niche, our commitment, our reach, our strategy, our |
| we are bringing the best possible solution to the table | | | | tactics, our follow-up, our long term goals, our |
| for the least amount of money. | | | | competition, etc. |
| Our recipe for success goes far beyond what a | | | | Uniprise - Our uniprise is really the same as enterprise, |
| celebrity endorser might do or not do for a company | | | | except with the "oneness" twist. It really is about "one" |
| or product. We take the time to learn what our clients | | | | and what we do with the celebrity endorser and how |
| are really looking to accomplish. While we are celebrity | | | | they affect the "one"...our uniprise. When all is said and |
| endorser brokers, we are also marketing brokers. Our | | | | done, the one thing that will matter most are the |
| vast experience in practical, everyday, problem solving | | | | results, both immediate and long-term. With no |
| marketing solutions allows us to identify those things | | | | accurate way to gauge the results, it is really futile to |
| which are pertinent and then fine tune a plan that best | | | | even undertake a celebrity endorser position. We are |
| fits the needs of the customer and celebrity endorser. | | | | constantly teaching and preaching that in order to |
| While FAMOUS may be our moniker, a combination of | | | | quantify the results, systems need to be in place that |
| intuition and common sense allows us to strategically | | | | will help determine the value of the one event or |
| place the right celebrity endorser in the right situation. | | | | promotion. There are numerous ways of achieving this, |
| We hope that through this e-book you to will begin to | | | | but it's ultimately up to you and your company to settle |
| fit the pieces of the puzzle together. It really is simple | | | | on the one fastest, easiest, surest, and most accurate |
| once you have the entire puzzle laid out in front of you. | | | | system of measuring results. Your uniprise needs to |
| To use the "Index", simply make a list of words, and | | | | be able to measure the results...one by one. |
| phrases, in order of importance, for each word in the | | | | Successful - Without the celebrity endorser, your |
| acronym, and then start applying them as a formula | | | | success will be guided by your current marketing |
| for success. | | | | efforts. Once the celebrity endorser becomes part of |
| As a practical exercise we will go through each word | | | | the overall strategic plan, only then will you be able to |
| with you and give examples of what you want to | | | | measure the success of their involvement. Success |
| start thinking about. | | | | can mean a lot of different things to a lot of different |
| Famous - Some questions you might want to ask | | | | people and only you will be the judge of what your |
| yourself are: How famous does my celebrity endorser | | | | ultimate success or failure is by choosing to use a |
| really have to be? What will I be using this person for? | | | | celebrity endorser. When done with proper execution, |
| Do I need the "A list" or will the "C list" suffice? What | | | | promotion, lead-time and commitment, the end result |
| qualities does this famous person need to have? Do | | | | should equal success. If not, then often times there is |
| they need to be male or female? What is the target | | | | an underlying and much deeper-seeded problem with |
| market for my famous person? What medium will the | | | | the business itself. Many times, no matter what your |
| famous person be used in? Does this famous person | | | | choice, you will have seen the same result. Make sure |
| have national brand appeal or is it local? What do I | | | | your company or product is on solid ground and that |
| need? | | | | you are only trying to give it a boost rather than |
| Athletes - As you no doubt have surmised, we deal | | | | achieve far-reaching goals. |
