To me, everyone has the power to be a celebrity/personality. God made each of us unique and we all have a story to tell. However, there are those who have seized that power to become media personalities whether it is on television, radio, movies, music, business, or in the written word. Marketers should recognize the power of personalities in Marketing programs.
Nationally and locally, you will see personalities utilized in Marketing programs - from Donald Trump being the foremost business leader in the media, to Jessica Simpson, Paris Hilton, Nolan Ryan, Roger Clemens, Jim McIngvale (in the Houston Market), or Steve Jobs of Apple. The list goes on and on. As a Marketer, I have worked with clients to make them into figurehead personalities (Marketers be careful to manage this or your client may begin to believe their own press) or utilized celebrities/personalities to represent their products or services. Here locally, I have worked with Craig Roberts, Hall of Fame Sportscaster, Michael Feigin, Custom Builder, Randy Lemmon of the GardenLine, Michael Garfield, The High-Tech Texan®, Ken Double, The Voice of the Aeros, and more.
Media personalities in particular have an existing trust with their listeners or audience members. So, when a media personality agrees to endorse your product or service, you in essence have the opportunity to gain the interest of their broader audience. In addition, by incorporating that personality into your Marketing programs, you can leverage other opportunities and open doors to other relationships. Finally, personalities know each other and a well-known and respected personality can help you to get approval from their peers. The “personality community” is a close knit group, even though they may not communicate directly with each other (they pay attention to the Market noise too).
I wanted to alert my readers to a case study in progress. I am working with my client Noel Halgreen, President of Sona Medspa®, an amazing company that helps men and women look and radiate their best with Laser/Light Technology. They help people fight the appearance of aging, through unwanted body hair maintenance, cellulite removal, repair skin damage, stop smoking, remove tattoos, and more. Mr. Halgreen is also becoming a media personality on radio and the Web 2.0 community via his own blog and Podcast platform, where he shares his expertise about the breadth and range of services his company provides.
We have recently built a relationship with Kathie Turner, a former TV news personality, to be the spokesperson for Sona Medspa®. I have known Kathie for many years, being introduced to her by a close friend. Over the years, I have won her trust and she has agreed to undergo a very personal, but educational journey as she reveals her thoughts and considerations about her relationship with Sona Medspa® this year. We have created a blog: www.BodyBySona.com and she will write about and document the many changes she plans to undergo with Sona Medspa®. To my knowledge, this has never been done before in this format, and we are very excited to see the reaction of our target market and other ancillary markets.
Speaker/Spokesperson-headshot provided by Joe Heiliger
Television Personality
Kathie has been a very good sport and taken all of the process in stride and is a joy to work with. Of course, there is the required photography (what a great shoot we had), promotional plan of how we leverage this, opening dialogue with potential clients and existing ones via the blog and speaking engagements, and integrating the feature in all mediums. We think this will be a great opportunity to educate the market about one of the fastest growing wellness sectors in America. When the pieces came together we recognized Kathie as the perfect fit with the services offered by Sona Medspa®. She falls right in the middle of the Sona Medspa® clientele age group and speaks directly to their interests because they are shared. She simply was the right person to tell this story. Finally, Kathie will be plugged into networking and business events to share her amazing life story that she calls “The Power of Yes”, and talk briefly about her experience with Sona Medspa® on a more personal basis. At 50-something (doesn’t she look great?), Kathie is re-inventing what it means to be at this season of one’s life, and help men and women discover how to live at their best!
By Andy Valadez, StealthMarketer/Marketing Evangelist
If you are interested in talking more about Personality Marketing, I would be happy to talk to you. You can reach me at 281.463.4560 or e-mail: info@marketingdynamics.org
Andy Valadez is President and Founder of Marketing Dynamics, a Strategic Marketing firm working with emerging entrepreneurs and growth-oriented companies, movie makers, authors, musicians, media personalities, television shows, technologists, networkers, non-profit organizations, and real estate professionals with gross annual sales under $50M. Andy graduated from Texas A&M University with a BBA Degree in Marketing focusing on Public Relations, Promotion Strategy, and Sales. He also received an Applied Business Certificate from TulaneUniversity in New Orleans and served our country as a United States Marine during Desert Storm/Shield.
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