Celebrity endorsements are an extremely effective method of marketing. Celebrities often come with strong followings. Choosing the right endorser can significantly grow your business and improve your overall marketing efforts. Additionally, you can use your celebrity endorser in a variety of marketing efforts, further increasing their advantage to the business and its growth. Consider the following unique endorsement marketing campaigns.
Choose an influential celebrity
It is very important to choose a celebrity endorsement that will benefit your business. Simply choosing someone that is famous could actually result in negative publicity. Although any amount of publicity is usually beneficial for a business, too much negativity can affect the sales. Fortunately, there are many current celebrity news figures to choose from. Celebrities like Will Smith, Beyonce, Jay Z, Oprah Winfrey, and Denzel Washington have all contributed positively to the Hollywood gossip scene.
Utilize them in a variety of commercial types
Most businesses are well aware of the use of demographics in marketing. For example, if you are attempting to reach younger generations, your commercials will likely include younger terms and references to the internet. However, if you are gearing toward older generations, you might attempt to identify with current problems at that age range. Celebrity induced support for causes tend to be higher among 18 to 36 year olds (27%) than older Americans. Only 10% of mature peoples (68 plus) claim to support a cause due to a celebrities actions.
For this reason, it can be beneficial to plan multiple advertising campaigns, even with the same celebrity. Expose influential current celebrity news for younger generations and air more focused of commercials aimed at older generations. Additionally, the specific cause that benefits each targeted generation will differ. Narrow down the population you are attempting to reach with the specific marketing campaign and celebrity endorser.
Provide free products
You can usually tell the difference between a celebrity endorser who truly believes in the product and someone who is simply paid to endorse said product. When you provide free products to your celebrity of choice, they are more likely to be passionate about the product. When you truly give them an opportunity to utilize the product, you are better able to get a true opinion. Consider choosing celebrity endorsers who actually believe in your product. You will also find that they are more willing to take the initiative and increase the business sales.
Stick with the same celebrity
Consumers pay close attention to the celebrities they idolize. When you constantly trade out endorsers, you are also trading out consumers. Sticking with the same celebrity endorser, however, can showcase loyalty and create a commonality between the business and the celebrity. A 2011 study by Harvard Business School concluded that signing a big name endorser increases a company?s sale by $10 million annually and spurs a 0.25% increase in stock returns. Businesses are likely to see the high end of celebrity returns when they stick with the same celebrity for a long period of time.
Run campaigns where your consumers are
Celebrity endorsements are not only beneficial on TV. You can also utilize the celebrity?s status in magazines, news articles, and on the internet. In fact, much of today?s current celebrity news is found on the internet. If your consumers are on the internet, this is also where your marketing campaigns should be. If many of your targeted audience still utilized hard copy celeb gossip magazines, then this is where you need to be. Try a variety of Hollywood news sources and see which one returns the best results.
The combined revenue for the celebrity gossip industry tops more than $3 billion per year. You, as a business owner can tap into this market by using a celebrity endorsement. Once you have carefully chosen your specific celebrity, you will need to design an intricate marketing plan. Utilize your campaigns on current celebrity news sites, gossip sites, TV commercials, and even in hardcopy print. Celebrity endorsements can be largely successful for even the smallest of businesses.
