Tag Archives: marketing

Celebrity Endorsements: Risky Business or Rewarding Endeavor?

When you think about Oreos, what comes to mind? America’s favorite cookie? Check. Glass of milk? Most definitely. Shaquille O’Neal? Not so much.

Well, Kraft Foods begs to differ. Just last week, Kraft released a 30-second commercial in which Shaq is teamed with Eli Manning, Venus Williams, and Apolo Ohno to defeat the mysterious “hooded menace” who threatens to overtake the affectionately termed Double Stuf Racing League (DSRL).

One would think that companies would be reluctant to pair up with a celebrity after the infamous “crash heard ‘round the world” and resulting backlash towards golf-legend Tiger Woods. Such is not the case, it seems. Agents and CMOs (Chief Marketing Officers) will always get starry-eyed by the big names of “celebrity” because 1) brands love endorsements, and 2) consumers buy into “celebrity.”

Companies recognize the risk that comes with choosing the celebrity-endorsement approach; many have learned the hard way that it becomes a reflection of their brand. Putting a face to a name makes the brand recognizable; more so when that face is famous. According to Anita Elberse, associate professor at Harvard Business School, some companies have seen their stock increase by .25% on the day an endorsement deal was announced. That doesn’t mean that every brand needs a celebrity-endorser; it has to be relevant to both the brand and the consumer.

However, celebrity endorsement is always worth investing in if you have the right person.

International pop star Lady Gaga is set to revive the instant camera for Polaroid as its Chief Creative Officer.

Teen singing sensation Justin Bieber lends his famous hair and unblemished face to Proactiv.

New England Patriots Quarterback Tom Brady relies on Smart Water when hitting the gym to train for (hopefully) another Super Bowl appearance.

According to marketing research firm Millward Brown, U.S. celebrities show up in more than 15% of advertisements. Not all of the appearances are in front of the camera, mind you. Sometimes, all a celebrity needs to do is be seen toting around a product or updating their Twitter account with a simple 140-character tweet.

American socialite Kim Kardashian spotted with an exclusive Hermès Birkin bag.

That 70’s Show actor Ashton Kutcher tweeted behind-the-scenes details about Popchips (snack food item).

Celebrities generate gossip and gossip requires word-of-mouth communication. If consumers are talking about a celebrity and can link him or her back to a brand, the emotional connection or self-expressive benefit that consumers feel for / towards the celebrity is transferred onto that brand. As you can see, this is 50/50 chance that marketers must gamble on. When a celebrity behaves (Shaq), the brand (Oreo) does well. But, in the case of celebrity misbehavior (*cough* Tiger Woods *cough*), the brand (Accenture, Nike, Tag Heuer) suffers.

With that said, reports show that celebrities still push products. But the question that marketers need to ask of consumers is: Would you buy a product based on a celebrity endorsement?

Written by Vicki Truong


TS2 2010 Now in Session!

TS2, Total Solutions Marketing for the Event and Exhibit Professional, officially began yesterday, July 13th, and will continue until through Thursday, July 15th at the Boston Convention & Exhibition Center.

For over 37 years, this three-day conference has brought together exhibitors, event marketers, suppliers, show organizers and other professionals to network and spread the most current knowledge and information about the marketplace. In the exhibition hall, every topic from promotion, transportation and construction to event technology is represented through products, services and solutions to cover all the responsibilities that marketers face. Throughout the years, TS2 has expanded to provide a great number of important resources to those in the constantly changing marketing industry.

Many professionals include TS2 in their event schedules every year; the valuable experience people gain has greatly improved their marketing strategies and thus play a vital role in his or her career.

With more than 40 high-level educational sessions, hundreds of exhibiting companies and over 1,000 attendees, marketing professionals will craft new skills and broaden their expertise, allowing them to only benefit from attending TS2.

At TS2, many esteemed professionals from all over the country will present the differing perspectives on the most effective strategies to use in order to reach a company’s goals. Some of the topics featured at this year’s expo will be the best way to utilize social media as well as how to blend traditional and modern marketing practices.

Nickerson team members Ally Quinby, Venisse Wu, and Jenn Kearney all attended sessions yesterday and thoroughly enjoyed their experience. In addition to meeting new people, they were introduced to innovative marketing tools and learned about how to grab someone’s attention by using social media such as using the right wording on Facebook statuses/updates and the pros and cons of social media. They also gained more knowledge about event and exhibition planning and what strategies should be used in order to attract more attendees to see a booth.

Keep checking our blog for more updates on the exciting events going on at TS2 2010!

Written by Michelle Babai

Countdown to TS2

In just four (4) days, marketing professionals representing many industries and countless companies, all with varying degrees of experience will flock to the Boston Convention and Exhibition Center.

At 8:00 a.m. on Tuesday July 13th, registration will open for Boston’s first TS2 conference.


Why should you go???

There will be over 40 high-level education sessions, 100 exhibiting companies and 1,000 marketing professionals. Some of the conference sessions will feature Boston executives from various companies, all offering a different perspective on their marketing strategies.

Some of the hot topics at this year’s expo are the best way to utilize social media as well as how to blend traditional and modern marketing practices. There will also be sessions on creating the most effective booth at tradeshows, thus earning TS2 its tagline of a ‘tradeshow for tradeshows’.

Social media has quickly become a worldwide phenomenon. Websites like facebook, twitter and linkedin have been designed to build and maintain relationships. Networking is rapidly turning into one of the most effective business practices. TS2 is trying to encourage networking through a Welcome to Boston Block Party as well as a Mash-up Mixer. The TS2 Conference is so much more though. It is about creating the most effective marketing strategies in order to reach your company’s goals.  

For more information on registration or pricing:


written by Rachel Licciardi