• The company’s image: What’s your position in the marketplace? An established, family-centric business, or a hip and edgy startup? Is its reputation solid, or does it require some reshaping? The spokesperson’s talent and image should align with the attributes of the company. • The objectives of the spokesperson program: What are you trying to accomplish? Is your aim to educate the consumer about a new product, or do you want to entice the media to an event? The spokesperson must possess the skills and personality to accomplish your objectives. • Target demos: Are you targeting moms ages 25–45, or single males from 18–35? The field of spokespersons will narrow based upon the target demographics. • Dates and term of the program: Are the dates you need in December? If so, NFL players will not be available, and certain actresses may have production conflicts. Likewise, is the program spanning two months, or do you have the use of the spokesperson’s name and likeness for one year? You’ve got to keep all that in mind for scheduling. • Your budget: Is your budget $20,000 or $200,000? The spokesperson budget determines the caliber of the spokesperson you can afford, including their level of expertise and notoriety. The good news is that there is almost always a spokesperson who will fit your budget. • What services you require: Are you planning a national campaign or a five-city, local-market tour? Does the program include social media components or personal appearances? It is more important to designate what services are required of the spokesperson than the number of actual work days.
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