I’m a celebrity, so see this show.
A few weeks ago, our President urged citizens to buy cars. American cars.
And guess what?
The day after the speech, Chrysler sold more cars.
The endorsement is an age-old advertising trick that takes advantage of the Cialdini-styled social proof in all of us. Put a well respected politician, athlete, or doctor, etc. right next to a product, and let the influence take over. Tiger Woods appears in ads for Accenture. Jared, the miracle dieter, sold Subway sandwiches. And Bob Dole pitched for Viagra.
It works. Don’t you want to be like Mike? Just wear these sneakers! Want skin like Scarlett’s? Use this make-up.
Want to #$@ like Bob Dole? (Ok, I just threw up in my mouth.)
If endorsements work so well, why haven’t we seen more of them in the theater?
Could an email blast from Stephen Sondheim help sell a struggling new show by an up and coming composer? Could a TV commercial with Kristin Chenoweth sell a musical comedy?
What about Nathan Lane and Faith Prince selling the new Guys and Dolls revival?
Would the expense of the endorsement be worth it? Could we afford it?
There’s only one way to find out. And it wouldn’t even have to be the President for me to pay for it.
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