Why the Subway Scandal is Proving to Be an Excellent Lesson in Advertising

Why the Subway Scandal is Proving to Be an Excellent Lesson in Advertising

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For anyone buried in their life’s work…

Or their children’s lives…

Or just busy in general…

Or if you live under a rock without internet…

We will make the Subway scandal short and sweet for you:

Subway’s long-standing celebrity spokesperson, Jared Fogle. Jared has plead guilty to federal child pornography charges and illicit sexual conduct with minors.

As you can imagine, it was not a pretty media onset for either Fogle or Subway as a whole…

Yes, of course ties were cut with their not so celebrity Fogle but this raised an excellent question by attorney, Ken Hardison on TV advertising:

“Should I go on camera myself or hire a spokesperson or better yet, should I hire a celebrity spokesperson?”

And Hardison says that it all depends on these factors and their corollary questions:

Do you want to:

  1. Be your own spokesperson,
  2. Use a spokesperson or
  3. Use a celebrity spokesperson

And the questions you should be asking are:

  1. Am I comfortable in front of a camera?
  2. Do I mind being a local celebrity and giving up my privacy?
  3. Do I have a face for radio? OR Do I come across as honest and approachable on television?
  4. Can I really afford a spokesperson (it’s not that expensive, by the way) or better yet, a celebrity spokesperson (very expensive)
  5. What will be my contingency plan should a ‘Jared’ Subway-type incident happen?

We think Hardison is SPOT on with these questions and we think they are essential to answer when deciding on TV advertisement…

Why?

Because A LOT of time and money goes into the production of such advertisements and while celebrity endorsements do work, there are great risks involved…as there are with finding a spokesperson (remember Fogle was NOT a celebrity when starting out with Subway).

Our spokesperson and representative image of the firm has always been someone within the firm…

What’s your take on it, business owners and advertisers?

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