Celebrity marketing is a technique that implies hiring a famous person to endorse a brand’s product or service. It covers different types of promotion. An opinion leader using and recommending a specific product or an influencer in the image of the brand.
Brands often involve celebrities to showcase products and influencers to recommend them to draw attention immediately and establish brand awareness. Influencers and opinion leaders can generate buzz around a company, increase exposure, and attract more people.
Unlike endorsements in TV and print advertisements, modern celebrity marketing establishes a connection between an endorser and a customer. Brands are serious about choosing an influencer and don’t rely solely on that person’s fame.
So finding a great fit isn’t an easy task and comes with its own pros and cons.
PROS OF CELEBRITY ENDORSEMENT
1. Builds credibility – People are attached to their favorite celebrities, and they are generally well-trusted by their fans. If they use your product, it shows their fans that it is a product worth using and builds trust in your brand. Seeing a celebrity attach their name to a product also reassures consumers of the quality of your product. The celebrity would be at risk of damaging their reputation if they endorsed a product that’s quality was lacking.
2. Make your brand stand out – Using a celebrity to represent you helps to differentiate your brand from competitors. It also can improve ad recall, making consumers remember your ad and that your brand is connected to their favorite celebrity.
3. Exposure to a different audience – For some brands, selecting an individual whose following is markedly different from your current audience can offer an expansion in a potentially unexpected way.
CONS OF CELEBRITY ENDORSEMENT
1. Endorsements are expensive – Despite the generally positive aspects of celebrity endorsement. Having a well-known face promoting a brand can be eye-wateringly expensive. Area of recognition, level of fame, promoted brand, and targeted consumers are all weighed while choosing the celebrity.
2. Celebrity’s actions can affect the brand – When celebrities sign up to endorse a specific product, service, or brand, then the organization is partnering with everything (and everyone) that comes along with that individual. Since the attributes of a celebrity are absorbed into a brand, celebrity scandals can have a disastrous impact on the companies they endorse.
3. A celebrity can overshadow a brand – When a celebrity is very famous, then their popularity could overshadow the brand recognition you’re hoping to achieve by hiring them. This disadvantage usually occurs when the advertising focuses on the individual more than the product, or when celebrities are endorsing multiple products at the same time.
When a company decides to involve a celebrity in its advertisements and in product or service marketing, there is a greater advantage to it than a disadvantage. However, despite having minimal disadvantages they still have a great impact on the product or service.
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