Received some interesting feedback from a recent blog we posted last week. I was writing about the negative "impact" a sponsor receives when their featured "star" blows up and does something negative, dumb, illegal, or (fill in the blank). My sentiment is that you have to be incredibly skillful in who you (…as the sponsor) get into bed with from the celebrity world. Pick the right one and you can magnify your effectiveness quotient ten-fold. However -- pick the WRONG one and your eye gets as black as their black-eye does when their actions get magnified in the court of public opinion.
Some folks agreed with me on this, but others thought that the fall-out over any negative celebrity sponsor/advertising endorsement was overblown. The "nay-sayers" tend to think that consumers won't (….or don't) connect the dots to the sponsor when a Kanye West or Serena Williams take a few steps past "too far".
I'm curious to hear what you think? Do YOU connect the dots? Do you think others do? Hit the reply button and weigh in with your two cents! Thanks!
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Ron
Seaver, president of Seaver Marketing Group and The National Sports
Forum, and author of "Brought to you By... - The Ultimate Sponsorship
Sales System" has over twenty-five years of experience in the field of
marketing and sponsorship.
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