From Humphrey Bogart and Lauren Bacall advertising Robert Burns Cigarillos and Betty Davis selling Lustre Cream Hair shampoo to Bill Cosby and Jello Pudding, companies have long loved using stars to back their brands. And who can forget Brooke Shields’ famous line, “You wanna know exactly what comes between me and my Calvins?”.
It’s real: Celebrity recommendations can enjoy huge rewards for a brand. They have various pitfalls that business must think about prior to developing a recommendation program.
The Benefits of Celebrity Endorsements
- Develop brand equity. Prior to Michael Jordan, Nike primarily sponsored tennis and track athletes. Nike desired to expand into new markets. Who better to sign than one the most electrifying young athletes in sports? The Nike-Jordan collaboration has actually blossomed into its own multibillion dollar subsidiary business, Air Jordan.
- Help potential customers remember ads. Celebrity recommendations can improve advertisement recall, according to scientists Jagdish Agrawal and Wagner Kamakura. When owner would see or hear Dennis Haysbert on the program “24,” they associate his voice with Allstate.
- Make people believe the product contributes to superstar status. Mobile One utilizes NASCAR superstar Tony Stewart to support its brand, which leads consumers to think that Motor One oil contributes greatly to the performance of his automobile– and his success.
- Stand out in the crowd. A research study from Charles Atkin and Martin Block recommends that “celebs may assist advertising stick out from the surrounding mess.” Homeowner like enjoying George Clooney or Natalie Portman more than regional dental practitioners and lawyers.
Note: It requires time and repeating for the association to occur. Celebrity recommendations are not short-term techniques.
Choosing a Celebrity for a Brand
Brands are essential business possessions. Marketers have to pick celebs who represent the image and pledge of their brands. Not all stars fit with all brands.
At the height of “Sex and the City,” Sarah Jessica Parker signed on as a face of Gap. Parker was so carefully associated with her program’s haute couture design that the association didn’t resonate with customers. In 2005, Gap changed her with Joss Stone and Keith Urban, who are most likely to use Gap-style clothes in the public eye. Ever since, Gap has actually remained to utilize celebs who line up much better with their brands, such as the Avett Brothers and Kaki King.
We Can Pair Your Brand With A Celebrity
We link brands and companies with influencers and celebs to reach, even more, engage more deeply, and drive leads and sales.
Our services provide a method to enhance engagement and produce made media making use of data-driven audience targeting, in-stream social marketing, and real-time occasions that lead to direct sales and actionable insights. Get a free quote now.