Have celebrity driven campaigns become too risky?

WASHINGTON - Nov. 20, 2013 - PRLog -- Obviously that depends on the celebrity. When some names come to mind you wouldn't be alone if the thought "bad investment" popped into mind when considering strategic partnerships. But even that is less straightforward than it would seem as the penalties aren't always distributed according to universal logic. Some have seen their empires crumble while others are hardly acknowledged.

Celebrity scandals can be very costly for the businesses that sponsor their projects and use them as paid endorsers. Instead of driving sales up, a celebrity misstep can cause your brand lost revenue and even worse...losses in brand value. The cost of winning back customers who run for the competition can be more expensive than anticipated. Especially when you only see part of the picture.

Brand value is often hard won and far too easily lost.
It is prized because of its relationship to customer retention. The Harvard Business Review issued a report indicating that the average business will lose half their customers over five years. Pricing is only a small part of the reason your customers leave. U.S. Small Business Administration and the U.S. Chamber of Commerce report that only 9% of customers leave you for your competition.

Simply keeping customers could increase your profitability by 25 to 125% according to Emmet C. Murphy and Mark A. Murphy in Leading on the Edge of Chaos. They also shared that over the lifecycle of customer profitability tends to increase. However increased competition can make that accomplishment an uphill battle, unless tap into the secrets of value creation.

How to approach that as a strategic catalyst is an idea promoted and developed by WebAntiphon Group. Today the Group is facilitating support of undiscovered talent and engagement of emerging/boutique markets...this means new markets for existing and emerging businesses.

The Group's founder, Yvette Dubel, is partnering with DC Hippodrome Variety Show Entertainment founder, Kinikia, to launch Money Talks:Introduction. The soft launch of the pilot production is planned for the Washington DC area in 2014. The collaboration duo is currently considering strategic partnerships.

Today WebAniphon Group releases its Special Introduction white paper "Excuse me, have we met yet?" as part of the site's relaunch celebration. It is the follow up to prior white paper "Does being remembered matter?", both are available for free download at http://www.webantiphon.com/art-i-facts
The most recent white paper is slightly more in depth. It gives readers strategic catalysts for innovation and brand value protection insights in three easy pages.

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