This story appears in the
February 2004 issue of
Entrepreneur.
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Q: We want to be more visible in our
marketing efforts and are considering hiring a spokesperson. Where
do we start?
A: There are pros and cons to
hiring a spokesperson for your business. Is there any reason why
you, as the owner, couldn't be the company spokesperson? Of
course, if you're looking to hire a widely known representative
who already has a connection with your target market, it may be
wise to pursue an outside expert.
Think twice before hiring an unknown personality to represent
your company-the move could be expensive. Remember the
doughnut man from Dunkin' Donuts or the elderly woman who
asked, "Where's the beef?" in the Wendy's ads? It
took a big brand name with a big advertising budget to turn those
people into household names.
On the other hand, if you'd like your product or service to
be endorsed by a third party-an authority on a subject who has a
credible reputation-you'll likely find these folks by keeping
abreast of what's happening in the media. Do a Google search to
see which individuals appear most often in certain categories.
The Yearbook of Experts, Authorities and Spokespersons
(www.yearbook.com) and the Spokespersons Plus Network
(www.spokespersons.com) can also help you find someone
who can make prospects and clients remember your product or
service.
Nancy Michaels is president of ImpressionImpact.com, a
marketing consulting company. She can be reached at nmichaels@impressionimpact.com.