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Should Business Owners Be the Face and Voice of Marketing Campaigns?

Jeff Caves
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When you think of Tesla, Virgin Airlines, and Spanx, what, or more importantly, who comes to mind? If you answered Elon Musk, Richard Branson, and Sara Blakely, you have seen or heard their commercials. Often, they are center stage in telling the story of their business.

Is that the best way to sell more Tesla, plane trips, and Spanx?

One of the critical decisions business owners face is whether to become the voice or face of their ad campaigns. For some, it is easy to decide because they either do or don’t have an over-the-top personality and naturally gravitate towards or against it.

This article is for the rest of you who are split on the decision. Both approaches can be successful.

Here are four reasons to consider being the next Rachael Ray, Col. Sanders, or George Zimmer (Mens Wearhouse). Or, just like your local car dealer. Consider this article the push you may need to own what you sell.

Be Real and Trusted

One of the primary advantages of having a business owner as the face or voice of an ad campaign is the authenticity it brings. The owner backs up what they say. Customers may relate to getting to know the person who owns the business.

Who doesn’t want to be in the owner’s presence when doing business with a company? This is a great way to humanize and localize your company and gain trust and position against the faceless corporate giant you compete with within your town.

By personally endorsing their products or services, owners can be sincere and show their confidence in their company. Customers want to know you are listening to them. Talk to them through your ads and offers.

Consistently Recognized

By consistently appearing in marketing materials, the owner becomes synonymous with the business, making it easier for consumers to remember and identify the company. An actor or staff announcer has less chance of connecting with customers.

Inviting customers to develop a personal connection with the owner encourages repeat business.

They may even look forward to meeting them at the company or socially.

Expertise and Authority

Nobody knows their business better than an owner, making them credible spokespersons for their companies.

Businesses can position themselves as industry leaders and authorities by showcasing the owner’s expertise in ad campaigns.

Customers are more likely to trust recommendations and advice coming directly from the business owner, raising the brand’s perceived value, which may also lead to a higher price for the product or service.

Relate and Emotional

Consumers are drawn to businesses that they can relate to on a personal level. When business owners share their stories and beliefs and show a passion for their business in ad campaigns, it can create an emotional connection with the audience.

Behind-the-scenes stories resonate with customers, helping them care about the owner.

This emotional appeal can drive engagement and loyalty among consumers. Imagine the former 400 lb owner of a weight loss business sharing their story of losing weight and wanting to help others do the same. 

While featuring the owner can humanize the brand, build trust, and enhance credibility, balancing these benefits against the practical considerations of time, personality type, commercial delivery, and competitive factors is essential.

But, if you want to make progress toward being known before, you are needed start by providing the slogan or tagline of your company and gradually move into delivering the whole commercial yourself. The results will be worth it. As George Zimmer said, “You are going to like the way you look. I guarantee it!”

Tiki Barber: Ryan Clark ‘Thinks Because He’s a Big Wig at ESPN’ He Can Take Shots at Me?

BSM Staff
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Tiki Barber: Ryan Clark ‘Thinks Because He’s a Big Wig at ESPN’ He Can Take Shots at Me?

WFAN afternoon host Tiki Barber has been the subject of criticism for his opinion on New York Giants running back Saquon Barkley leaving the team to join the Philadelphia Eagles. ESPN NFL analyst Ryan Clark recently joined the list of Barber’s detractors, and the Giants legend thinks he went too far.

“SaQuan earned that deal to Philadelphia, what he had to go through in New York to get through this point being a franchise tag last year. Now we’re going to get to Tiki. Tiki taught me what I didn’t want to be as a veteran,” Clark said on an episode of The Pivot podcast. “Tiki taught me how you don’t make a young player feel welcome, how you don’t make a young player feel like this could one day be his team.

“The way he made me feel as a young rookie and a second-year player, I said I don’t ever want to be that dude. And he’s continued to be that person.”

Tiki Barber did not respond well to the comments when hearing them on Evan & Tiki Thursday.

“Wow. Ryan Clark, you are making blank up. Because you don’t know me like that, dude. What is he talking about? I didn’t embrace young players? Ask Brandon Jacobs…if I embraced him,” Barber said, adding he “honestly doesn’t remember interacting” with Clark when the two were teammates on the New York Giants. “Now that he’s a big wig at ESPN, he thinks he can just take shots and his word is gospel? He’s making a story that fits his agenda.

“He doesn’t know me well enough to talk about me. So shut the hell up, Ryan Clark. Please. You sound like a fool. You think it’s cool and trendy to make me the bad guy because it makes you cooler and trendier. By all means, shoot away, Ryan.”

Tiki Barber continued his takedown of his former teammate by claiming the ESPN NFL analyst is ignorant.

“He’s uninformed. He doesn’t know me that he doesn’t know me like that. Don’t talk about me like that. You don’t know me like that. You don’t know my relationships with my team, my former teammates, the organization, but you act like you know. You speak in a nice, calm, controlled way. It’s not true. It’s an opportunistic shot that he’s taking because he thinks that he’s gonna gain advantage by being a jackass to me. Congratulations, Ryan. Good luck in your career, as well.”

Amina Smith Leaving NBC Sports Boston for ESPN

BSM Staff
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Amina Smith Leaving NBC Sports Boston for ESPN

A beloved NBC Sports Boston host is headed (back) to the Worldwide Leader. NBC Sports Boston Celtics and Patriots host Amina Smith is headed to ESPN as a SportsCenter anchor. The news was first reported by The Boston Globe’s Chad Finn via his X account:

According to Finn, Smith’s last day is reportedly Mar. 20. This may also be the date of her last broadcast — the Celtics play the Bucks at home that evening. Finn says fellow NBCSB host Tom Giles will handle Celtics pre-and post-game festivities for the remainder of the season.

In response to the news, some of Smiths’ sports media peers sent her well-wishes:

On Friday, ESPN PR officially announced that Smith would join the Worldwide Leader as a SportsCenter anchor, confirming Finn’s report. Smith will begin her new role on April 2:

“Joining ESPN is truly a dream come true,” said Smith. “I’m excited for the opportunity to connect with fans blending my knowledge and passion for sports and entertainment to deliver engaging, fun, and thoughtful content.”

Smith graduated from the University of Miami and started her professional career at 6 News in Lawrence, Kansas, and then moved into sports roles with Fox Sports, Big Ten Network, BET Networks, and Stadium Sports. During her time at “The U,” she worked in various production and on-air roles for networks such as NBC, ESPNU, FOX, and her campus station UMTV. Before transferring to Miami, she attended the University of South Carolina, where she worked with SGTV, the school’s student-run station, where she covered football and women’s basketball.

In 2022, Smith won a New England Emmy for Outstanding Sports Programming – Live as the host of Patriots Pregame Live.

“As a former athlete and being surrounded by sports my entire life, ESPN has always been in the picture and I’m ecstatic to finally call the network home – a place where I can continue to show up as my authentic self while connecting with viewers from all walks of life,” she said.

Prime Video Greenlights Documentary on Allen Iverson

BSM Staff
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Prime Video has officially given a new Allen Iverson documentary the green light. The untitled project is a joint venture between Shaquille O’Neal’s Jersey Legends and Stephen Curry’s Unanimous Media and will focus on present-day Iverson as he reflects on his storied career.

“I’m ready to tell my story my way, authentic and unapologetically,” Iverson said. “I look forward to people seeing a side of me they haven’t seen before.”

Throughout the feature-length film, Iverson will take viewers on a journey through his storied history into the present day where he realizes his cultural impact long after his playing days came to an end. The film will offer unprecedented access and personal stories, along with intimate interviews with family, friends, and fellow NBA players and coaches.

“Allen was a pioneer in the world of sports and entertainment, “said Jersey Legends Shaquille O’Neal. “His cultural impact was bigger than basketball and this documentary sets out to properly define his legacy.”

“The Answer” is known for his authentic voice and unapologetic expression of style, which paved the way for future generations and revolutionized the culture of the NBA. His magnetic personality and fierce competitive spirit endeared him to fans, teammates, and opposing players alike.

“We’re excited to join forces with Prime Video, Shaquille O’Neal, and Jersey Legends to tell the incredible story of Allen Iverson, a revolutionary figure with deep influence on and off the court,” said Stephen Curry and Erick Peyton of Unanimous Media. “This project provides us the opportunity to pull back the curtains on Iverson’s storied career, legacy, and impact through meaningful storytelling that will appeal to audiences worldwide.”

The documentary is untitled and has no release date as of yet.

Mark Simone: Push to End TikTok Comes After Lack of Censorship of Conservative Voices

BNM Staff
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Mark Simone: Push to End TikTok Comes After Lack of Censorship of Conservative Voices

Yesterday, Congress approved a bill that could ban TikTok in the United States. 710 WOR host Mark Simone believes he knows why the recent push has gotten so much support.

While discussing the legislation Thursday, the New York-based host argued that the platform’s lack of censorship has made it a prime target from those on the other side of the political aisle.

“I know it’s kind of silly, stupid, but believe it or not, all over TikTok, there’s a lot of political discussion. And unlike Facebook and Instagram, and even Twitter…They don’t censor conservatives on TikTok,” said Simone. “They don’t shadowban them or throttle them down. It’s total free speech, politically. So that’s why Donald Trump and others have now flip-flopped on this and don’t want to shut down TikTok.”

197 Republican representatives voted in favor of the bill, compared to 155 Democrats. Only 15 Republicans opposed the bill, while 50 Democrats voted against it.

Mark Simone continued by noting that forcing ByteDance, the parent company of the social media app, to sell could push it into the hands of Facebook founder Mark Zuckerberg, who he believes has a history of strong censorship against conservatives.

“The fear is, if you ban it, you give total control of social media to Zuckerberg, who is just legendary for his censorship of conservatives. Now, the other problem is if you forced the sale of TikTok, the most obvious likely buyer would be Facebook and then once again, Zuckerberg has total control of everything,” Simone stated. “Who would you trust more with your data? Communist China or Mark Zuckerberg? It’s quite a toss-up there. I don’t know.”

Tony Massarotti: I Just Don’t Think Bill Belichick is a Good Fit For TV

BSM Staff
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Reports have linked Bill Belichick with Omaha Productions and a potential spot on the Manningcast in 2024. 98.5 The Sports Hub afternoon host Tony Massarotti doesn’t believe it will work.

While discussing whether or not the former Patriots head coach would need to rehabilitate his image before getting another job in the NFL next year, the Felger & Mazz co-host shared that he doesn’t think TV will help accomplish that goal.

“I think he’d be better off coaching somewhere, but I just don’t think he’s a great fit for TV. I don’t,” Massarotti reiterated. “It will come off as fake, I think, because I don’t think he’ll do TV the same way.”

When Mike Felger asked if Tony Massarotti thought Bill Belichick needed to soften his image, Mazz agreed.

“Yes, he needs to make himself more marketable. Definitely needs to do that. I guess what I’m saying is I won’t buy it.”

When Felger read a report from ProFootballTalk linking Belichick with Omaha Productions, Felger argued that the unscripted nature of working with Peyton and Eli Manning is the antithesis of everything Belichick is known for.

“I just don’t think he’s a fit. There’s a goofy element to that (alternate) cast, which I kind of like. It’s more casual. It’s kind of off the cuff,” said Mazz. “It’s almost ‘Let’s not take it quite as seriously,’ and I think Bill is as serious as it gets when it comes to football.

“If you’re telling me the Mannings might be able to get it out of him, I’d be willing to see what it looks like. But I think the place for him, honestly, is on the desk.”

Wisconsin Badgers Radio Voice Matt Lepay Elected to Wisconsin Broadcasters Hall of Fame

BSM Staff
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Wisconsin Badgers Radio Voice Matt Lepay Elected to Wisconsin Broadcasters Hall of Fame

Matt Lepay has served as the radio voice of the Wisconsin Badgers for the past 35 years. He’s now being honored for his efforts.

Lepay will be one of four broadcasters inducted into the Wisconsin Broadcasters Association Hall of Fame in its class of 2024.

The longtime Voice of the Badgers calls both football and men’s basketball for the university, and has called everything from the Rose Bowl to trips to the Final Four during his illustrious career behind the mic.

Joining Lepay in the Class of 2024 are longtime broadcast engineer Steve Brown, broadcasting education Patty Loew, and broadcaster Dave Robinson.

The 2024 Hall of Fame honorees will be celebrated the night of June 20 at the 2024 Summer Conference at Hotel Retlaw in Fond du Lac.

86% of Radio Listeners Will Closely Follow 2024 Presidential Election, Jacobs Media Survey Shows

BNM Staff
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Jacobs Media has released the first portion of its annual Techsurvey, and one of the results shows how important the upcoming election is for radio listeners.

In a survey of nearly 30,000 radio listeners, the results show that the election is near the top of mind for a vast majority of users.

When asked “How closely do you plan on following the 2024 U.S. Presidential Election coverage?”, 51% of respondents said they would “very closely” be monitoring the situation. Meanwhile, another 35% added they would “somewhat closely” follow the developments along the campaign trail.

15% claimed they would “not closely at all” be following the run-up to the November election.

Unsurprisingly, the numbers are higher for more older listeners. 92% of the “Greatest” generation said they would either very closely or somewhat closely follow the election. Boomers (89%), Gen X (84%), Millennials (76%), and Gen Z (75%) each responded in descending figures.

Men were more likely than women to follow the election closely, with 89% of males saying they would “somewhat or very closely” follow the Presidential election. 83% of females responded similarly.

Meanwhile, a whopping 94% of those who spend the majority of their time with spoken word audio fall into the “very or somewhat closely” category. 83% of those who predominately listen to music stations responded the same.

In the report, Jacobs Media President Fred Jacobs shares his belief that the numbers show how powerful of an advertising medium AM/FM radio can be for political campaigns.

“While Techsurvey 2024 results won’t be widely released until next month, the importance of this data for radio stations today is obvious,” Jacobs said. “As the Nielsen study notes, radio is an excellent marketing vehicle in political races.”

JRSportBrief After Heavy Criticism Over CBS Sports Minute: ‘I Genuinely Regret My Words’

BSM Staff
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Early Thursday morning, South Carolina women’s basketball coach Dawn Staley shared her displeasure with a CBS Sports Minute encapsulation of one of her players from JRSportBrief. The CBS Sports Radio host has now apologized for his commentary.

During the vignette, the nationally syndicated host shared his stance that he was more excited for the NCAA Women’s Tournament than the men because of the star power provided by the likes of Caitlin Clark and Angel Reese, before adding “and the giant Brazillian woman from South Carolina that knocks people over,” referring to South Carolina star Kamilla Cardoso. Cardoso was involved in a physical altercation at the end of the SEC Tournament Final Sunday and was ejected and subsequently suspended for the first round of the NCAA Tournament.

Staley took to X to criticize not only CBS Sports but also her local station, 107.5 The Game in Columbia, for airing the commentary.

“Never thought I’d hear one of my players described in such an offensive way. I’m not sitting this one out. Kamilla deserves an apology,” the Basketball Hall of Famer wrote.

After 107.5 The Game apologized, despite not being at fault for the situation, JRSportBrief did the same Thursday afternoon.

“This morning on an Audacy Sports Minute, as I was sharing my excitement for this year’s Women’s NCAA Tournament and watching some of the game’s brightest stars, I referred to University of South Carolina’s Kamilla Cardoso by only her height and ethnicity. I genuinely regret my words, and I sincerely apologize to Kamilla, her family, and the University of South Carolina,” the CBS Sports Radio host wrote in a statement on X. “She deserves better. I will learn from this and be better going forward.”

Tony Katz: Don Lemon Purposely Sabotaged Deal With Elon Musk

BNM Staff
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Tony Katz: Don Lemon Purposely Sabotaged Deal With Elon Musk

Don Lemon remains the talk of the news media world after revealing his deal with X for a program was canceled by Elon Musk after their on-camera interview. Tony Katz believes the conversation was a setup.

While discussing the move on Tony Katz + The Morning News on 93 WIBC, the Indianapolis host argued if you thought Lemon learned from his CNN firing, think again.

“He really believed that he was touched with the secret knowledge and you needed to be instructed,” Katz said of Lemon’s attitude during his time with the cable news giant. “He’s impossible to deal with on the morning show, because of course, he believes himself to be the most important person out there. And then he gets fired. It seems that the firing would be a little bit humbling.

“But in this first episode, Don Lemon was so aggressively nasty. He hasn’t changed at all! He’s pompous and maniacal.”

Katz continued by sharing his belief that Lemon intentionally pressed Musk to the point of cancellation so he could return to his “victim” status.

“He has learned nothing. And I am here to tell you that to me. It seems obvious that Don Lemon wanted to burn it all down. That this was an act of self-sabotage. Having lived through some of this in my life, this is a guy who doesn’t want it, but just wants to complain that he doesn’t have it,” he said, before comparing Lemon to another high-profile figure. “Don Lemon is the Colin Kaepernick of today.”

The comments from Katz on his radio show echo those he shared on social media late Wednesday evening after the news of Lemon’s cancelation became public.

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