Brand marketing strategies can involve using celebrity endorsers to attract customers to a particular product or service. The logic they follow is that people idolize celebrities. Audiences are either directly or subliminally prompted to engage with a brand when they see famous people promoting it in an advertisement.
Athletespeakers.com, a service specializing in sourcing famous athletes for speaking engagements and appearances, notes that some of the most successful sports marketing campaigns in history were driven by athletes. While fans may not be as skilled or physically gifted as their idols, they can at least buy the same merchandise their idols use, sharing in their stardom in this way.
There are several steps that companies can take to improve the effectiveness of these endorsements and boost overall sales.
Consumer Confidence
Audiences are exposed to tremendous amounts of advertisements every day. Marketing exposure is distributed through all media forms, including billboards, newspaper articles, social media, and across different websites.
Companies should explore and consider the idea of promoting their brands with celebrity influencers as these endorsements can very quickly increase product sales and improve the bottom line. This effect will be more substantial if the brand uses a popular and relevant celebrity figure to influence their audience.
Celebrity endorsements often add immediate, tangible benefits to brand value. Companies can take on an added air of legitimacy and inspire consumer confidence if they are backed by powerful celebrity names. They may even see an increase in their stock price as soon as endorsement news is made public. Amazingly, all these benefits can occur, even if no actual changes have been made to the company’s product or service; in some cases, simply associating a brand with an influencer is enough to positively impact brand performance.
Relevant Targeting
The impact of great marketing will only be felt if the target audience of an advertisement matches the following that an influencer already has. It will be easier to grab an audience’s attention if the audience already associates positive feelings and impulses to a particular celebrity endorser than if this were not the case.
Companies cannot expect huge boosts in marketing sales if they use a celebrity to promote a product that the audience has little or no interest in. Companies must select an influencer whose celebrity is targeted towards an audience of potential users of the product.
As mentioned earlier, athletes are typically used to endorse products related to their respective sport. They may be asked to promote sports drinks, clothing, or recovery products. In the same way, celebrity influencers may feel more inclined to work with and promote brands that align with their personal culture and values. This promotes an honest and authentic relationship between brand and endorser and can encourage genuine brand representation.
Despite the benefits that celebrity endorsers can provide for a company, influencers remain a single part of a company’s marketing strategy. Brands cannot rely on endorsements and celebrities as their only way of promoting their products or as their sole guarantor of success. Instead, continued and lasting progress is dependent on other factors like product price, the target audience, and how good a product actually is. These elements need to work together for a company to be able to attain brand success and find accepting and loyal customers.
