Infomercials are an advertisement technique that is usually produced and paid for by a company seeking to promote its products and services. The effect of infomercials, once they reach the target market, has been quite successful and so persuasive in most countries. Today most celebrities are keen on endorsing a product for which they are paid a high amount of money. Firms put loads of money in partnering their brands with qualities such as attractiveness, amiability, and dependability.
But why endorse a product which one has not even used yet? For starters, customers derive a certain fulfillment for products endorsed by their favorite celebrities. Some would just prefer to buy a product or utilize a service endorsed by a celebrity. It is for these reasons that most companies today believe and trust that the endorsement of their products by a well-known celebrity will help sell their goods and services.
Celebrity endorsements are used by countless businesses of all shapes and sizes as a marketing strategy. While some critics state that they have little positive impact on business sales, others assert that by using them, the benefits that a company can enjoy are countless.
Here is a few reason why you should employ celebrity endorsement as a marketing strategy for your products or services.
It enhances the credibility of a business
Companies enjoy enhanced credibility by choosing and endorsing the right celebrities for their products. Celebrities have their specialized niche which ranges from music and film, fitness, fashion, sports, etc. Therefore, as a business, you ought to take advantage of this and hire a celebrity whose specialization is in line with the product or service you seek to endorse. For example, a fitness trainer or author will work well at endorsing a health and fitness product or service.
So note that customers will take your business and product more seriously if the right celebrity endorses your product.
It boasts a business brand awareness
Without a doubt, celebrities are good at networking, and they also enjoy easy access to a broad network. These are persons that love to take pictures which are often spread across magazines, blogs, social media, etc. This, therefore, means that using a well-known celebrity will significantly boost your brand in your target market and beyond.
In this regard, choosing a celebrity to endorse your products could be great as this will give your product the ultimate exposure across the market. For example, if you design and sell a waist trainer and a celebrity is seen training with one of these, fitness enthusiast will want to know more about the waist trainer and the brand. Before you know it, prospective customers will be calling, tweeting and messaging asking to learn more about the product and how they can get it. Ultimately, this relates to increased brand awareness as well increased sales.
Great promotional tool
Last but not least, celebrity endorsements tend to add significant value to a company’s PR as it quickly attracts the attention of paparazzi and the media in general. As a business, the greatest tactic you can use to promote your product is by getting a celebrity to talk about it. When a celebrity does this, your product will receive media hype and lots of attention from the general public. Without all these, your company runs the risk of staying in the shadows and losing out on hugely profitable sales.
Marketing implications of Celebrity Endorsement
A celebrity endorsement provides an alternative to creative ads. Where creative ads are more prone towards logic or humour, celebrity endorsements mainly focus on the strengths of the celebrity and more often, it mainly tends to make the celebrity speak directly to the public “I use this brand, do you” and in essence the celebrity is speaking to his loyalists – “I am using this brand and so should you”.
However, the marketer also has to take care about the reputation of the endorser and should prefer to stay with a celebrity which has a stable image and not that the image of the celebrity changes every few weeks. Michael jordan, Sachin Tendulkar and Michael Schumacher are celebrities whose images are stable and are hard to change. Thus for leading organizations, they are one of the most preferable endorsers.