|Breath of life... or... Kiss of death
Celebrity endorsement / usage in the marketing mix
Using a celebrity as an endorser for the brand - helps in creating top-of-the-mind recall. But celebrities must be relevant to increase brand engagement.
Celebrity endorsements are a means to an end and not an end in itself.
A celebrity endorser - is a great way to attract attention, create excitement and build awareness among your prospects and customers. The celebrity serves as a testimonial, an endorsement for the brand. That endorsement may be enough to turn a browser into a buyer.
There are clear, effective roles for celebrity endorsement when brand, celebrity and target audience are properly matched and a celebrity is used appropriately within brand communication.
What's most important is how a brand uses a celebrity... it's only then that the connect happens better.
The overall idea behind a marketing campaign must take precedence. It really depends on the message one is trying to communicate.
The days of choosing a particular person to be the face of the brand, based solely on whether they are popular or liked... are gone.
Whether to deploy celebrity endorsement for the brand is not a question of either / or.
Even with what feels like celebrity saturation, there are clear roles for celebrity endorsement, when brand, celebrity, and target audience are properly matched and the celebrity is used appropriately within brand communication.
Celebrity endorsement remains a valid approach for reaching a wide audience, not just a minority who are actively interested in celebrities.
Celebrity endorsement is not a 'quick fix' or instant personality for the brand - the celebrity's attributes/personality must complement those of the brand.
Celebrity endorsement is best at driving brand salience, and transference or support of brand values. For a significant
||minority, endorsement can effectively drive sales.
Building trust or demonstrating efficacy are not strong points.
Celebrities who endorse multiple brands can cause confusion among consumers and result in lower recall for individual brands. Long-term association with the brand can help avoid this.
Analytical approaches need to be deployed to match celebrity and brand and to assess the effectiveness of an endorsement, before, during and after the partnership needs to be activated.
» Identifying the celebrity who best fits the brand strategy
» Identifying the right ways to activate the partnership
» ROI for the celebrity partnership