Should You Hire An Athlete Spokesperson?

With all this talk of sports supplements, it got me thinking about athletes, specifically athlete spokespeople. The natural products industry has had its fair share. In fact, when I worked at Vitamin Retailer Magazine, Id frequently get releases like this.

Super Duper Best Ever Supplement Company has hired Gibby Lenore as its spokesperson and health ambassador for Product XX. Gibby was the third alternate on the Yugoslavian synchronized swimming team in the last Olympics. Gibby will attend trade shows in support of the company and make store appearances.

Now, its great that Best Ever got Gibby to be its ambassador. But nine times out of 10 Id read these releases and think, Who cares? Is this person going to sway public opinion or make the product better? Aside from being a cool presence at trade shows, does this news really benefit anyone? I dont think it does.

And thats the problem I see with athlete spokespeople: Either theyre not big enough or theyre too big to succeed.

 Lets say a company landed LeBron James as a spokesperson. Initially, everyone would be jumping for joy. Hes a huge celebrity, and that would be a boon to the industry. But the problem becomes taking full advantage of James Q rating. That costs a ton of money: commercials during prime time, billboards nationwide, and targeting Websites that cater to sports or mens interest. And Im probably overlooking factors.

Can a supplement company absorb those costs, especially if they take away from manufacturing?  

If I ran a supplement companya sobering thought, I know, but bare with meId be focused on getting a segment on Dr. Oz. Granted, its not super-easy to get airtime there and you could invest time and resources and still not get on.

But at least your brand gets recognized for quality. And that, ultimately, is what its all about. Now, if you do hire an athlete spokesperson, you do get something for your money. The key is getting the most from your investment. How do you do that? As a media member, I have some ideas.

1.)   The athlete has to be a regular presence at shows, marketing campaigns, etc. In short, the athlete has to make people think of your company. This cant be a one-and-done thing.

2.)   Have the product tie into what the athlete is best known for. For example, the beauty behind Natrol having Magic Johnson endorse MyDefense was that Johnson was known for his health post-HIV positive diagnosis. And Neptune Technologies is smart for having John Elway talk about krill oils benefits regarding his post-football life.

3.)   Its one thing to have an athlete spokesperson, but consult with your marketing staff. Can he or she be used in a creative way to market the product, instead of pressing flesh or taking photos?

What do you think? Is there a right time to hire an athlete spokesperson? And, if so, how would you use him or her? Leave a comment.