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Sheldon Baker With more than 25 years of marketing experience, Sheldon has developed and managed a wide range of successful corporate marketing programs. As principal and senior partner with the Baker Dillon Group (BakerDillon.com), he has created nutraceutical industry brand development and marketing campaigns that have brought measurable results for clients and generated millions of dollars in revenues. He was the first to successfully introduce in the natural products industry, celebrity brand endorsement and nationwide consumer media exposure for a new ingredient. He holds a Bachelor of Arts degree in communications from Columbia College in Chicago, the premier marketing and arts educational institution in the United States and is past president of the Consultants Association (CANI-consultants.org). Sheldon can be contacted at sbaker@bakerdillon.com |
Celebrity Power
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Topics,
Brand Marketing
I read recently Gamma Pharmaceuticals formed a joint venture with four-time boxing heavyweight champion Evander Holyfield to formulate and market Holyfield Choice, a line of vitamins and nutritional products. Nothing like the power of a celebrity name.
Despite the Tiger Woods scandal, celebrity endorsements are on the rise. McDonald’s partnered with LeBron James, BlackBerry is sponsoring the Black Eyed Peas, and Subway is working with Michael Phelps (so much for illegal drugs that would help most state budgets if legalized). According to research by ad marketers, advertisers are still betting star power will add greatly to the bottom line.
They say you only have three seconds to grab a consumer’s attention. And nothing does it like a celebrity—even those B-actors you see on TV Land. Give me a celebrity to work with and I’ll give you a successful marketing campaign every time. Just ask Larry Kolb at TSI Health Sciences or all the former sales guys at InterHealth. Celebrities break through any door faster than Michael Westen on Burn Notice.
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