Meat + Poultry - June 2004 - 33

Cetay, said the company chose not renew
the agreement because "the brand was going in a new direction."
Dean responded this past February by
suing Sara Lee in federal court in Lubbock, Texas, for an undisclosed amount.
Dean's suit claims the company is ruining
his image and using his name without his
permission.Sara Lee officials maintain the
lawsuit has no merit.
Roz Cole, president of Personalities &
Promotions International, a sports marketing and promotions firm based in Addison,
Texas, says well-known pitchmen can prove
to be the best investment a company can
make - or the worst. Often, says Cole, a
celebrity endorsed product pays dividends
when a meat company is jockeying for position in the always-competitive meat case.
Several years ago Cole worked with Randy White, a former Dallas Cowboy football player, to get his namesake's sausage
products in Dallas-area grocery stores.
"He would go on sales calls to the stores.
It helped give that personal touch and
helped to get the product on the shelves,"
Cole says.
White's good old' boy image was a hit in
the region around Dallas, thanks to a thick
Texas accent and his cowboy-like persona.
Similar shtick would likely not go over as well
in other parts of the country, and Cole says
companies should not lose sight of the limited appeal a celebrity might have outside his
region. "If you're going for national appeal
you might need someone with a more cosmopolitan appeal."
Cole points out that when a company is
shopping for a spokesperson, former athletes are often the best choice. "Retired athletes have a known track record," she says.
Besides, athletes tend to be more affordable
and available than Hollywood types, whose
schedules can often be pre-empted by movie projects or mood swings. Cole says this
helps explain the proliferation of ex-jocks
now playing marketing roles. "People know
who they are and you know what you're getting most of the time."
M&P

Marketing Q-tip
Q-factor is a research-based manner of quantifying the public's image of high-profile
people. Advertising researchers have developed the concept of two "celebrity" factors: (1)
how familiar, or well known (the FAM factor), and (2) how well liked (the Q factor) is that
person. The perfect spokesperson would have high ratings in both factors, (for example,
Michael Jordan). But, someone can be very well known or notorious, but intensely disliked.
Saddam Hussein for example, has a high FAM factor, but a low Q factor.

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We would like to hear from you-
your comments and questions
about this article are welcome.
E-mail the author at:
jcrews@sosland.com

America's Finest Industrial Lubricants
1.800.782.8850 | www.jax.com

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JUNE 2004

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Meat + Poultry - June 2004

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