Celebrity endorsement, also known as celebrity branding or celebrity advertising is a marketing strategy that uses a celebrity’s fame and image to promote a brand or product. Other use cases include not-for-profit organizations that leverage a celebrity’s fame to raise awareness or funding around a cause. Or event marketers leveraging a celebrity’s fame and popularity to create buzz and prestige around their virtual or hybrid event.
Celebrity endorsements are not a new phenomenon in the realm of marketing. People have been getting influenced to buy products and try services based merely on the fact that celebrities have been endorsing and promoting them. It is only natural for individuals to get influenced by people they deem important figures or idolize. Celebrity endorsements have been used by several brands over time.
Let’s take a look at how Celebrity endorsements are beneficial in marketing.
1. Positive impact on sales – One of the primary advantages of celebrity endorsements is that they have been observed to impact sales positively. If a brand manages to find a celebrity who enjoys a loyal fan base or is a person of significance, it could substantially boost its sales. They are also known to magnify the effect of marketing campaigns.
2. Influence Consumer Purchases – Marketers endorsed celebrities with their products and brands in the advertisement to increase their sales and change the perception of the viewers regarding their brand, which positively impacts on their buying behavior.
3. Position a Brand – Some small companies use celebrities in advertising to position their brands. Product positioning is placing a company’s products in the best possible light in the minds of a target group. For example, a small investment firm may use a well-respected and retired local disc jockey to market a retirement plan for people ages 50 and over. The fact that the disc jockey falls in the consumers’ age group and has a good reputation in the community makes the company’s product and message more believable.
There are a few ways a celebrity can endorse your brand or product:
1. Celebrity ads and commercials – These ads can appear as banners and videos for paid campaigns, on social media, or as video bumpers on YouTube. You can also go the more classic way and purchase commercial slots on television.
2. Celebrity spokesperson – Celebrity spokesperson advertising is common in the not-for-profit sector and causes. The celebrity attracts attention while speaking in the name of the organization at third-party events and to the media.
3. Celebrity signature product lines – some brands put a celebrity name or face directly on their product. This is quite common in certain industries like musical instruments, clothing, or other products.
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