Though it is a fact that celebrity endorsements can reap enormous rewards for your brand awareness campaign, yet they have numerous pitfalls that you should consider before developing an endorsement campaign. Celebrity endorsement is an advertising campaign that involves famous individuals promoting products through modelling, publicizing an event, or appearing in a print advert.
Partnering with a celebrity on an endorsement or advertising campaign is a positive step towards brand exposure, allowing your products and services to reach new customers using an influential connection. With the most appropriate selection, you will target prospective customers who will convert to regular repeat clients.
If you are considering setting up a celebrity advertising strategy but don’t know where to start, keep reading and get tips on how to execute it.
First, having a celebrity endorse your product is a privilege, but it is not nearly as valuable as choosing the right star. Your ideal celebrity advertiser could be the most famous person you can imagine, but that is not always viable.
Depending on your products and services, the right celebrity may not necessarily be the most famous but one with a smaller audience who can yield better returns.
Before launching an awareness campaign with the assistance of a celebrity, you must first project the outcome.
But how do you know if a celebrity is a good fit for your brand awareness campaign?
You must consider the celebrity’s audience will be a perfect match and help reach your target market. For instance, if you are in the beauty or modeling industry, choose someone who can help you connect with prospective customers. Additionally, consider whether their audience will positively impact your sales and revenue to justify the cost of the advertising strategy.
Assess their endorsement history
By studying a celebrity’s advertising history, you will be in a better place to judge if they are the perfect match for your brand promotion. Ask yourself if they will be a convincing spokesperson and how well the audience will receive them.
Analyze other products the celebrity has helped to launch in the past. If possible, select a candidate who has previously advertised products similar to yours.
For your advertising strategy to work and be successful, make sure the celebrity endorsing your products shares your interests. Be informed about their likes and dislikes and their passion.
Knowing their interests, passions, and hobbies will help you devise ways to approach the campaign. For instance, you could leverage your shared interests, the influencer can authenticate your product, or the superstar can demonstrate your product’s value to your audience.
As you develop your advertising strategy, it is worth noting the medium to implement to execute the brand awareness campaign. If you are thinking of running a social media marketing campaign, irrespective of the platform you select, a celebrity endorsement will flop if they don’t have a considerable following.
A celebrity with the numbers is not the only factor to consider, but one with a healthy engagement rate where comments, likes, and shares are numerous on their posts. The more people engage in an endorser’s posts on social media, the more connected they will feel and consider the endorser’s recommendations.
After settling on the most appropriate celebrity for your advertising campaign, you will want to know the advertising campaign’s benefits.
People have a special attachment to celebrities, and if their favorite star recommends your products, fans will trust that it is a genuine product worth using. For instance, if a good-looking celebrity endorses your beauty products, it will positively impact your business as sales will increase. Seeing a superstar attach themselves to a brand is reassuring to audiences on giving credibility to the product’s quality. A celebrity would not damage their reputation in endorsing goods that are substandard or mediocre. Celebrity advertising can create instant brand credibility.
Create brand awareness
A celebrity can expose your brand to new markets, create awareness – those who hadn’t heard of your products will now know, and broaden the market reach. Settling for a celebrity related to a specific target market or consumer demographic allows you to spread your brand reach to new markets.
Celebrities help a brand stand out instantaneously.
When you engage a celebrity for your advertising strategy, this brand awareness campaign becomes a way to differentiate your brand from the competitor.
Redeem a collapsing brand
When a celebrity advertises a product or service, their recommendation is sufficient to revive a product that is not making sales. If you are a startup with no brand awareness, consider partnering with a celebrity to create recognition and improve sales.
Through their equity, celebrities help a company overcome a financial crisis. With their fame, social rank, and prominence, stars can make a brand become an overnight sensation. A company facing financial bankruptcy, layoffs, or total collapse of a product can receive a life-line by strategically engaging an appropriate celebrity to endorse their brand.
Even though celebrity advertising is very costly, considering this marketing option can increase sales by up to 30%, improving production, growing your brand, and increasing profit margins.
Studies reveal that celebrities are more effective advertisers and promote a brand better than professional marketers and company managers. They pass the message so that consumers listen and the customer’s opinion of the brand improves instantly.
People want to be like celebrities.
The placement of a superstar on a specific brand makes it easier for buyers to embrace the possibility of making a purchase. Die-hard fans of a celebrity will immediately flock to stores to make purchases because their favorite actor, musician, athlete, or TV personality has appeared on the product or has recommended it.
Ordinary people crave the fame and lifestyles of celebrities. People want to taste what it’s like to live like a famous person and be willing to try the products and services that their favorite star uses. Some people will purchase a celebrity endorsement because it allows them to envisage lavish living and connect to that celebrity.
Finally, advertising can help when a brand engages the right celebrity to represent their message. That is why rigorous vetting must occur before making the final choice.