How to choose?  

Budget may dictate the answer but you'd be surprised how many affordable experts can deliver near celebrity reach without the price tag. And that there are celebs out there who do not cost an arm and a leg.

Some clients get all starry-eyed over celebrities, but unless you know how to use the celeb to your best advantage, it can be a waste of money.  Credibility is key whether you are going for a high profile actor or a mommy blogger. 

Why hire a Celebrity Spokesperson?

* When money is (relatively) no object

* When you want bragging rights and instant name recognition

Kristin Chenoweth, Emmy/Tony Award Winning actress and singer, for Bulova (Ogilvy - New York)

Technically  this was not a spokesperson role, but rather a performance at a high profile trade show where many watch brands were featuring talent to lure watch buyers to attend their respective private events on opening night. Bulova was looking for a performer who embodied "Precision and Accuracy."  Kristen knocked it out of the park by including the brand name in one of the songs she sang. One Bulova customer commented that she was the perfect match for the brand.  It doesn't get any better than that!

Greg Behrendt, comedian and humorous relationship expert (He's Just Not That into You), for TiVo (Allison & Partners - New York)

Greg was selected for the provocatively titled "TiVo Users Make Better Lovers" spokesperson campaign for his off-beat approach to romance. The objective was to secure positive brand recognition for TiVo Premiere's offerings through a pop-culture relevant survey that demonstrated TiVo helps improve the overall quality of life for couples.

Chris Noth, Sex and the City/The Good Wife/Law and Order Criminal Intent, for Glenfiddich Scotch (The Beckwith Company/Diedrich Nelson & Associates)

Glenfiddich created an educational video on scotch that was distributed to the brand's best customers.  Chris was chosen as a personality that Glenfiddich buyers would relate to.  He flew to Scotland where he and the head of the distillery demonstrated and discussed the nuances of the brand's different scotches much like a wine tasting. Additionally, Chris brought celebrity cache to a private dinner for Glenfiddich's best customers.

Why hire an Expert Spokesperson? 

* When credibility is most important  

* When budget is more modest 

With the proliferation of such networks as HGTV, Food Network, TLC, Bravo, Travel Channel, etc. plus the booming pool of bloggers, there are more expert spokesperson options available now than ever before. Many of these experts cross over into the celebrity category. Look for experts with high social media stats for maximum exposure as well as for spokespeople with longevity in their area of expertise. 

To see a number of expert spokesperson deals that SPOKESPERSONS PLUS NETWORK� brokered, go to: 

http://www.spokespersons.com/recentspokesjobs.html

Here are highlights of recent examples of experts we secured for 5 high profile consumer brands:

Vern Yip, celebrated HGTV home designer, for Microsoft (Waggener-Edstrom - Seattle)

Microsoft held a "Mom Tech Makeover" contest and partnered with Vern who worked with Microsoft's tech design team to provide design input on the contest winner's home renovation. This campaign utilized Vern's sizable social media following including a 1 hour Facebook chat session and multiple blogs in addition to an SMT/RMT and the winner consult.

Dr. John Gray, 20th anniversary of book Men are from Mars, Women are from Venus, for S.C. Johnson's Scrubbing Bubbles� (Edelman - Chicago)

With a long track record in deciphering the battle of the sexes, Dr. John Gray was perfect to discuss how to get one's spouse to clean around the house!  This multi-faceted campaign leveraged John's credibility sharing findings from the "Dirty Work Index" to reveal how "men are from Mars and women are from Venus" when it comes to home cleaning roles.

Anna Post, great-great-granddaughter of Emily Post and a co-author of the recently launched Emily Post's Etiquette: Manners for a New World, 18th edition, for Intel's Mobile Etiquette Campaign (Ogilvy - Denver)

Intel wanted to position itself as a thought leader in looking at how mobile tech devices have impacted behaviors, relationships, society and culture.  What better way than to team up with Anna Post at "Mobile Etiquette Over Martinis" events that engaged consumers and the media in the conversation of this ongoing campaign.

Jeanne Benedict, lifestyle/entertaining expert for American Express Blue Cash Everyday Credit Card (Ogilvy - New York)

When Amex wanted to tout this card, they hired Jeanne to talk about how to save money at the grocery store when throwing Super Bowl and Academy Awards parties. With nearly 14,000 Twitter followers and lots of creative tabletop ideas and recipes, Jeanne helped sell in the segments to several major market TV shows.

Dr. Cheryl Olson, Sc.D. in health and social behavior from the Harvard School of Public Health and former Parents magazine columnist, for The Little Gym (R. Antonette Communications - Los Angeles)

The Little Gym enlisted Dr. Olson for her extensive experience in child development.  She was in sync with the brand's objectives to promote the benefits of physical activity for learning and healthy brain development as well as promoting social skills and friendships through shared physical activities and improved motor skills, including ones that help kids take part in team sports.

So next time you're in search of a spokesperson and can't decide whether to go with an expert or celebrity, call me. I'll help you navigate your way to the best spokesperson choice for your objectives!