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Fame and Fortune

A campaign starring a celebrity spokesperson could be the ticket to off-the-chart marketing success.

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This story appears in the November 2002 issue of Entrepreneur. Subscribe »

You wouldn't guess by looking at me that I have something major in common with Sammy Sosa and Pete Sampras-but we've all been endorsers or celebrity spokespeople for Nortel Networks. While I've never been able to hit a baseball or serve an ace, as a small-business expert and author, I can drive home key messages that resonate with business owners, a skill Nortel Networks has put to good use.

Typically, star athletes command endorsement fees in the millions, but other spokespeople, such as authors and industry experts, have considerably less stratospheric rates. So while your budget probably doesn't include a national ad campaign featuring a superstar, there are excellent, lower-cost ways your growing business can increase its visibility using a celebrity or expert spokesperson.

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