Celebrity endorsers – double edged sword!

February 4, 2016

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Quite often we think of using celebrities to endorse our brand as a magic pill to generate instant boost in sales. While it can provide some initial attention, however if the choice is not based on a diligent approach then precious $ could be wasted.

Generally the temptation is to sign up the hottest movie or sports star of the season because the owner of the business thinks it’s a good idea or the advising agencies feel it can make up for a sub-par delivery of assignment. The result is what you see most often – the same celebrity is endorsing everything from colas, perfumes, fitness products, cars, apartments, undergarments and grooming products.

So here are 4 things NOT TO DO while selecting a ‘celebrity endorser’:

Do not select the celebrity based on emotions or because the owner of the business thinks it is right.
Don’t select a celebrity who is endorsing about almost everything. The celebrity is probably over-exposed.
Don’t think that the more expensive the celebrity, the better would be the result for the brand. Nothing could be farther from truth.
Avoid choosing celebrities who have been in the news for the wrong reasons.

Here are 4 things to do while selecting a ‘celebrity endorser’:

Be clear and stay focused on what you want to achieve from the endorsement. Is it about just create an awareness or build trust around a brand which has been existing for some time.
Keep your target audience in mind and the insights you have about them while selecting a celebrity.
See the ‘brand-celebrity fit’. Does the celebrity reflect the brand personality?
Start with a short-list and then follow a diligent process to go for the chosen one.

One may argue that even after a careful choice is made, the advertising world is filled with examples of brands suffering / pulling out of celebrity endorsements due to scandals in the professional or personal life of the celebrities. That I believe cannot be foreseen and is a genuine business risk. So let’s focus on what is controllable – i.e. the choice of the celebrity itself.

@marca can help you to follow a diligent process before you choose a celebrity endorser. Contact us to know more.

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