Hollywood: Online Gambling newest jumping board?- 2005-09-27

It is frequently believed that recognition, recall and awareness are the most important outcomes of a successful marketing campaign, ultimately translating into greater sales and increased revenue. Furthermore, this is even truer when dealing with a medium like the internet where identity, trust and reliability equate visitors and potential clients.

Whether you are a small start-up, an overnight success or an established household name, solid brand management paired with a successful marketing strategy often result in superior positioning amid the competition. In an industry like online gambling, such a process is habitually long, strenuous and costly despite the fast and accessible nature of the environment.

Rather than conventionally invest for the long term, certain e-companies opt for a more high impact approach, in the form of celebrity endorsement or buzz marketing. These options are proof that in a society governed by medias, a reputation will be molded over time, but an image can be created instantly. In turn, this can either imply a brief moment in the limelight, a total failure, or a winning advertising blitz.

Examples such as Sportsbook.com striking a deal and going “wild on” with E! Network’s Brooke Burke as the new face and official spokesperson for their company, and Gambling911.com just recently reaching agreements with former governor of Minnesota and ex pro wrestler Jesse “the body” Ventura to promote their brand, illustrate the urge for rapid media attention and swift exposure.

Well thought after and prepared celebrity endorsements usually achieve positive effects in the midst of the public’s perception. Indeed, these business ventures prove to be mutually beneficial when conducted accordingly. The firm receives all of the perks associated with the celebrity: publicity, positive connotation, recognition, respect and trust, while the superstar usually cashes in on a large monetary deal with added advantages.

Nevertheless, as seen with Kobe Bryant’s rape charges, Paris Hilton’s now infamous sex tape, or UK supermodel Kate Moss’ compromising drug pictures, an endorsement will remain favorable so long the involved celebrity stays out of trouble. In the end, how much are you willing to gamble, when trying to make a name for yourself? Some will maintain that bad publicity is still publicity, but as mentioned earlier as easy it is to shape an image, it takes just a few seconds to destroy it....

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