Congratulations! You are in charge of a major marketing campaign. The first step is to come up with the concept. The second, the delivery method. The third, the content. Fourth? Casting! But before you make a final decision on who will be the face of your marketing campaign, you need to conduct due diligence on said talent. This sort of due diligence is not the same as what you would do for a new hire for, say, a receptionist or a sales rep. What needs to be done here is a very thorough investigation into who exactly your potential talent is. I'm not talking basic background check stuff, like criminal records, lawsuits and bankruptcies. I'm speaking specifically about the factors that will make or break your entire marketing campaign.
What factors are are you speaking of, Rob? I'm glad you asked! The perfect spokesperson for any marketing campaign is not only someone who can represent your client's brand and culture, but also someone who will not be controversial. That is where our due diligence investigations come in. It is important that you uncover not only their most obvious skeletons, but their brand preferences, political leanings and anything else they project to the public, including opinions. In this current climate, where it seems both extreme arms of the political parties are boycotting every brand with which they disagree, a good marketing campaign needs to be as neutral as possible to attract the most loyal customers and draw the least amount of criticism.
How Due Diligence Can Help
At IPCybercrime, we work for many ad agencies, law firms and marketing companies that all need to know everything there is to know about their client's next spokesperson. You need to remember that the cultural impact of said spokesperson is as important as, if not more than, the other factors you figure first. Give us a call or email. We'll help you get to the bottom of all of it.