What are your thoughts on using CEO’s in marketing campaigns?
Posted on February 22nd, 2010 by admin
I’m wondering about the effectiveness of using CEO’s in marketing. Does it add to the credibility of the company? Why or why not? There are so many stories in the news about corruptive CEO’s. What are your thoughts on using CEO’s in campaigns?
I don’t think it hurts to use CEO’s in marketing campaigns. A lot of people in business are attracted to something just for the mere fact that a higher up Executive is.
The title itself is rather impressive…Chief Executive Officer.
A good majority of the population will never achieve this title. When it comes to advertising, it is wise to use any edge you have, to your advantage.
As far as many news stories about corrupt CEO’s, use this as an advertising spin. For example, "Are you sick and tired of corruption among big business hot shots? Me two! Take a look at these big time CEO’s who still have it when it comes to integrity…"
(Or something like that.) You get the idea.
Hope this helped you.
February 22nd, 2010 at 1:50 pm
I think you should generally avoid it, although there may be certain instances where it’s appropriate.
But first and foremost, never let a CEO decide anything about the creative advertising or marketing campaigns. The infamous "SalesGenie" superbowl ad comes to mind, where to save money on production, the CEO fired the agency and himself wrote a ridiculous, racist, animated commercial (which I thought was hilarious). I could think of other examples.
But back to your question – Just like anything else in marketing, the main thing is to consider your target segment, and what will best position yourself to that market segment. Would they be attracted to the CEO? Could that help sell your brand?
Do you have a celebrity CEO (at least in your industry)? Celebrity CEO’s sometimes have cache necessary to be part of an advert, but they’re the exception not the rule.
References :
February 22nd, 2010 at 2:29 pm
I don’t think it hurts to use CEO’s in marketing campaigns. A lot of people in business are attracted to something just for the mere fact that a higher up Executive is.
The title itself is rather impressive…Chief Executive Officer.
A good majority of the population will never achieve this title. When it comes to advertising, it is wise to use any edge you have, to your advantage.
As far as many news stories about corrupt CEO’s, use this as an advertising spin. For example, "Are you sick and tired of corruption among big business hot shots? Me two! Take a look at these big time CEO’s who still have it when it comes to integrity…"
(Or something like that.) You get the idea.
Hope this helped you.
References :