Using Celebrity Endorsements to Promote a Brand
We all can name adverts that use celebrities to promote their brand. But how effective are they and how beneficial is it for companies to endorse their status with celebrity appearances. Well, here are 5 key attributes of using stars in ad campaigns:
Firstly, the adverts are memorable as everyone remembers a famous face. Adverts that are memorable are more likely to increase brand recognition and the propensity to buy.
Celebrity adverts are like sponsorships. They are worth millions, and help to create a united brand message. Sports brands, if they can afford it, will employ the sports personality of the moment to promote the view that their brand is powerful and you can be a winner by wearing their merchandise. Barbie employed last years twins from Big Brother to promote their products, only to link themselves closely to their target market and find stars that would drive in profit and demand.
Using celebrities in advertising campaigns can break down the corporate/ consumer barrier. Everyone can relate to their favourite stars, and it makes the brand more personable.
Trust is also built, as companies will always try to find stars that are loved by their target market. Fans are in awe of these celebrities and have respect for what they say. Thus the brand equity will therefore increase. It’s simple- if the consumer trusts the celebrity, they will also trust and be more likely to buy the brand.
Choosing the right celebrity that fits tightly with your brand message helps build consistency of message and brand perception. Kerry Katona, former Atomic Kitten and winner of ‘ I’m a Celebrity get me out of here!’ has become a well known face of all Iceland ads. She is generally perceived as a busy, young mother who would look for easy, but nice meals to make the kids. This is exactly in line with what Iceland stand for and the target market that they aim to impress. Therefore, the partnership has been very successful and a lucrative one at that.
However, celebrities come at a high price. You have to have the money to support such ventures. Generally only the big brand players can afford celebrity endorsements, and the more money you have; the better the celebrity you can buy! So always make sure you are going to get a ROI on the extravagant venture!
You have to prepare for celebrities stepping out of line. We all know about Jamie Oliver’s rant over Sainsburys allegedly not supporting his TV programme on battery hens. Resolved as it now appears, companies still have to be wary of employing celebrities that may dent their reputation. Iceland are currently under strain to drop Kerry Katona as there are claims she consumed alcohol and continued to smoke whilst pregnant. It’s certainly a dilemma when you bring human error into an advertising campaign!
What are your views on celebrities heading advertising campaigns? Which are the best ones?
Remember, celebrity advertising is for the big players, Argon Promotions can offer more affordable solutions through our great Promotional Products!
August 22nd, 2008 at 5:17 pm
Using Celebrity Endorsements to Promote a Brand is a very very expensive marketing medium. For small companies who want to use this type of marketing method, I think they should just hold up the plan or even cancel it.
Yes, it can be a very good endorsement to the product and the people might be attracted more if the celebrities endorse it but the cost it sure very high… not to mention that some celebrities do ask for royalties for each product that has been sold.
August 22nd, 2008 at 5:48 pm
I agree that it is expensive but if you are advertising in a large media market with highly visible marketing sources such as tv commercials and billboards then a celebrity endorsement is worth the cost of hiring the celebrity.
August 24th, 2008 at 1:32 pm
I agree with Charlie that celebrity endorsements can be expensive, and it seems to be reserved to big corporations who have the means and ends to fund such a massive campaign. Small businesses should hold this thought and make sure their business is stable enough before going for this endeavor.
August 26th, 2008 at 3:14 pm
I’m with you on this one Jonesey especially in the UK at the moment with things being so expensive and money getting tighter as the weeks progress. I think what we need is value for money and leave celebrity endorsements to those that can afford it.
August 28th, 2008 at 6:55 pm
One of the most memorable and long lasting campaigns has been for Walkers Crisps in the UK - fronted by Gary Lineker, with guest appearances from other celebrities. This works well as Walkers and Gary both hail from Leicester and he has a “clean” image. If going for celebrity endorsement, I would say it is best to choose a non controversial figure-head, generally.
August 30th, 2008 at 12:30 pm
The benefits of celebrity endorsement are obvious but drawbacks may be equally serious. Not only is such endorsement expensive, it also depends greatly on the fate and fortune of the celebrity concerned.
August 31st, 2008 at 5:32 am
Great site I found it very informative.
August 31st, 2008 at 4:04 pm
Greetings! Really amazing site. keep working!
September 2nd, 2008 at 5:17 pm
Celebrity endorsements can be used later on, when your company grows. They are very powerfull and do miracles in promotion, because people can associate their celebrity idol with your company, but as already mentioned, this costs a lot! So it’s better to start small, with simple promotional gifts and move to something like this when you earn enough money to afford it.
September 3rd, 2008 at 10:32 pm
I have heard that these endorsements are really helpful for the promotion, but they are very expensive. However, I think that if you have the money you should by one of these because it will boost your income for sure in long term.
September 8th, 2008 at 1:03 pm
Firstly, I agree with Pebbles. Choosing celebrities with clean image is better. I think their endorsements more valuable in order to promote your brands. Its will help your brand to convince people easier. Once more, I also agree about you should get a “ROI on the extravagant venture”. I
September 17th, 2008 at 11:49 am
I think celebrity endorsement make little or no impact on the majority of section of society as they know that they will promote any product for which they are being getting paid.However some celebrities popular among kind can influence them to buy their products.
September 23rd, 2008 at 1:42 am
In my opinion, celebrity endorsement is a save rouite, abeit expensive and unimaginative. I would prefer to see more creative avenues explored such as using new faces or that the concept is so WOW that there is no need for any celebrities.
September 23rd, 2008 at 1:30 pm
Great site I found it very informative.
October 3rd, 2008 at 5:09 pm
I think celebrity endorsements can be a good tool, but sometimes risky. What if you have an expensive campaign going with a well known celebrity, and the next day they get involved in some sort of scandel. Usually you’re forced to pull the campaign, and good luck getting any sort of refund.
One trend I’ve liked a lot lately is business owners making themselves into “Local Celebs”. I personally wouldn’t enjoy that sort of attention, but for those that do, it is a killer strategy! Who doesn’t like going down the road, seeing a bill board, and saying “Hey, there’s so-and-so, I see him all the time!”
November 17th, 2008 at 6:03 pm
Ever heard the term all publicity is good publicity? I think that this is the way it works with celebrity endorsements as well. Whether they are involved in something seedy or not, if you get the right face to front your company, it can go a long way.
The public has a short memory about the things celebs do in their day to day lives, but we all have memories of who was in what commercial 10 years ago.