Choosing Talent

16Feb11

Brands today are increasingly looking outside of conventional endorsements to find talent that matches specific goals and objectives. The endorsement landscape is changing and brands are taking great care in finding talent that authentically represents their brand. With the drama that has surrounded many endorsers, brands are rethinking how they chose and activate talent. Applying a means to measure the effectiveness of an endorsement is becoming increasingly important to ensure brands are getting the most from their talent.

Brand’s who clearly define goals with regard to an endorser have the best opportunity to find and secure the most appropriate and effective talent for the given objectives. Some of those goals are measurable, but others are far less tangible. It is important that the brand’s values are mirrored by the chosen talent. Brand authenticity is tough to fake these days and even if the talent resonates with the desired target audience, if the brand and the talent’s values are contradicting there is little hope of achieving the desired objectives. Choosing talent that can achieve the desired objectives while still upholding and promoting a brand’s core values is crucial.

Defining goals and objectives is often difficult due to the inherent struggle with measuring the effectives of an campaign. In determining what metrics are key performance indicators, brands need to dial into their goals and search for what kind of performance indicators are relative for the goals and objectives. Again, the more specifically a brand can define what it hopes to achieve with an endorser the better the brands chances are at finding performance indicators that can accurately track and measure the effectiveness of a campaign.

Jennifer Anniston and Smartwater…? Looks like a good match!