Enhancing Your Brand with a Celebrity - Smart Marketing Move

This week’s Smart Marketing Move goes to Geico.

They’ve had a lot of good ads in the past, even one that they attempted to turn into a TV show, the cavemen. But this time they went a different direction, rather than going with a mascot like their gecko, they had a TV commercial that featured a country music star.

I don’t listen to country, so I don’t really know many or any of the stars. While I was doing laundry at the Laundromat, they had on the Country Music Awards and right before the opening segment Geico had this 30 second commercial run.





I thought that’s funny, someone who plays the fiddle, that got my attention. Then as the CMA’s started, the same guy came out and jammed out a song. I’m not sure if this part was planned, but he was wearing the same thing in the commercial as he was at the awards. Immediately, my mind went back to the Geico commercial. So Kudos Geico! You did a nice job integrating your commercial into a very large event with a very large audience and it stuck to someone who wasn’t even a fan!

Lesson Learned: Celebrities can really enhance your company or brand’s stickiness. Although Geico definitely has money to invest, think about your local celebrities on the radio or on TV. Approach them with an idea of how you want them to represent your company/brand and see your brand recognition soar!

Creating Interaction in a Personal Way - Smart Move

This week's Smart Marketing Move goes to: Joe Frazier and his team

Every celebrity has fans who would like to meet them and shake their hands, have a photo with them, just spend a few moments with their "hero." Unfortunately there are too many multi-million dollar athletes who can't sign a child's autograph.

In response to that Smart Marketing Group arranged a unique opportunity for the fans of Smokin' Joe Frazier to schmooze with him for 2 hours. In a program, they plan to replicate in other markets, a limited number of Smoke's fans were invited to meet him at Moe's Hot Dog Stand, a great little luncheonette in Philadelphia and one of Joe's favorite spots. The pictures below show their reaction and click here to view a video of the event and get a sense of the fan's appreciation (and Joe's).

Meeting the world famous sports figure was great, but this was only the beginning. Once introduced to him, we were treated by Smokin' Joe to a surprisingly down-to-earth, genuine attention. He answered our questions, told us stories, posed for unlimited photos, kidded with us, and signed innumerable autographs. We weren't just meeting a sports icon, we were having fun doing it!

Frazier is one of those people I immediately sensed to be a very
special person. He was not only a class act in the ring ,but a larger
class act outside the ring. His son, Marvis, is a wonderful example of the type Father
he is. It's unfortunate in our society we give glory to athletes who are horrible examples to their
fans by their conduct. Athletes like Joe, should be honored for not
only their athletic ability,but above all for their character.