Know-How Exchange : E-Marketing

I have seen celebrity endorsements used in direct mail, and can't think of any reason why just because it is direct mail would make a celebrity endorser less effective.

But, the question of whether a celebrity endorser is even worth doing doesn't seem to be answered well by most firms that use them. If, in addition to being both known and liked, the endorser also could have some expertise in the product being marketed, then it could be a good idea. If Lance Armstrong endorses some bicycle equipment, then I think people would listen because he is an expert there. But if he endorses tennis shoes, there may not be any benefit as he is not known as someone who even plays tennis. Add to this that celebrity endorsers are public figures, so if they do something bad in their daily life, they can damage your brand.