He saved the company.
He created a line of autos to compete with Japan.
He was their pitchman or person? To think about side of the box and he came up with boxy cars.
It was Lee Iacocca who saved Chrysler with K-cars, a "product" of boxy family cars to compete with the Japanese auto makers and he sold the cars on TV and in print.
Slogan? If you can find a better car, buy it.
Why to products and services use celebrities?
- For them to attract attention. This could be to help get the product on the shelves, and to generate sales.
- Introduce new products.
- Improve company or product’s image
- Boost company or product’s awareness
- Break through clutter
- Exploit celebrity’s popularity, for sure the popularity of LeBron is high. Great Q scores
- Increase sales
- Increase company or product’s credibility
- Use celebrity in marketing and sales meetings. Star can appear in sales events or on Zoom; you get promotion at games, movies and events.
- Is the celebrity appropriate for your product or service?
- Does celebrity subtract from product or service? I love this one.
- Does the celebrity add value? Or generate a good impression?
- It used to be about "gut feelings." Now brand managers are asking “Show me the evidence that this is the right star or celebrity.” It’s both an art and science.”
- Does the celebrity add to the product’s image? Seems like with the pandemic the product was inspired to help replace coffee in the morning.
- How is the contract structured? Lee was the CEO.
- Do you pay the celebrity their fee, which will decrease media exposure/expenses?
- What about the history and future of the celebrity exposure? What about “after hour” behavior, any criminal record, FTC issues? Health?
- Be sure celebrity uses and continues to use the product?
- Be sure the facts about the product are true and substantiated, before giving script to celebrity.
- You must disclose if the star or celebrity has considerable interest in the company or product.
- Q Scores: The company, Marketing Evaluations, produces a Q score (a numerical rating of a celebrity’s popularity). It’s a calculated business risk. Past blowups have taught brand managers to do a better job of investigating the background and lifestyles. The checks may uncover something which makes you pause.
Specifically you will find them detailed at 9P’s/Nine P’s.