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!

There is little doubt of the phenomenal success social networking sites are witnessing as the digital age continues to grow and grow. However, what impact does this have on companies and brands that are becoming entwined in the movement, through their own choice or through their target markets’ lead? This article entry outlines some of the key pros and cons that companies face in relation to social networking.

Lets start optimistically and look at the advantages that beckon: 

An all time favourite marketing tool has to be Word Of Mouth (WOM). It is the most powerful marketing initiative that a company could ever hope for. To have consumers talking about your brand, comparing notes, and actually unconsciously building brand awareness for your company!

Therefore in this instance social networking sites that allow consumers to discuss your brand to people all over the world, has to be a good thing! Getting the word out about your brand is one of the hardest things to do effectively, and if your customers are willing to discuss your brand, then this is a clear advantage over your competitors. 

Consumers like to feel that they have the upper hand in any commercial relationship. Social Networking sites allow consumers to talk freely with others about their consumer experiences. They therefore feel less inhibited and are more likely to be honest about their feeling towards particular brands.

An added advantage that WOM brings to any marketing strategy is that it increases brand equity and trust. Consumers are more likely to believe another consumer when they comment that the product/ service is excellent, than if the company itself purports these claims. So if people are talking favourably about your company online, it’s a great boost to your equity status! 

Social Networking sites work 24/7 so are available to consumers at a time when it is convenient to them. A lot of advertising messages are ignored or discarded because people are not in the right frame of mind to listen. This problem is resolved through social networking sites as people are more receptive to messages and more willing to digest information.

Relationship Marketing has become a huge buzz word in the industry. More and more companies are trying to build closer alliances with their target market and enter into ‘commercial friendships’. Social networking sites allow this transition, as interaction and the breakdown of barriers are possible. 

Now, for all those pessimists out there, here are the cons!

We have heard about WOM and how good words can increase brand equity. But what about the other side of the coin? What if a group of consumers do not agree with your company or have had a bad experience. With a bit of fire in their bellies they can really damage your reputation. 

As the consumer gains power in the relationship, the company looses power. This can be disastrous for a company, as they are unable to control the marketing of their own product, and have to be more cunning to continue to hold authority.

Lastly, with more interaction taking place online through various mediums, it becomes very hard for a company to monitor their target markets’ perception of the brand, and identify all comments that are floating around the internet. In essence they loose a big part of their corporate power.

So what do you think of the relationship between the impending domination of social networking sites and corporate organisations. Is it a good marketing tool, or is it something that should be avoided at all costs?