I was thinking about find something which can
gather people around a trend. On the website “Statistica.com” we found that the
most popular trends in Facebook were around celebrity.
Thus, I wonder why some companies use celebrities
in their marketing campaign and decided to make research about the “Celebrity
Marketing”.
Today, we live in a celebrity-obsessed world
and many people identify themselves with these famous persons.
Celebrity marketing is “a tactic featuring a famous
person to offer an endorsement of a product. […] They do not need to be
international superstars; they only need to be familiar to the target
audience.”
Typically these famous persons can be
celebrities (musicians, comedians, TV and film stars), athletes or experts
(fitness, nutrition, lifestyle, fashion, travel, home design etc…). Companies
have to determine the ideal spokesperson for their audience according to their
values and the products they are selling.
Presenting a familiar face is one of the
fastest and easiest ways for companies to create brand associations in the
minds of consumers. The key for companies is making sure the local celebrity is
relevant and has broad appeal. Use a celebrity in a company’s advertising can
allow this company to:
-
Draw traffic: celebrities in advertising appeal to customers as well as those
who have never tried the brand. However, the use of a celebrity to tout the
benefits of the brand could help to create new interest and excitement in
consumers.
-
Attract the media: celebrities naturally generate lots of attention.
-
Inform and influence the customers’ purchases. Indeed, people may have the
attitude “If the product is good enough for this celebrity person, it is good
enough for me.” Thus, the testimonial of a celebrity adds instant credibility
to a company’s product.
Moreover, use a celebrity in advertising allows
a company to position its brand. The celebrity’s image and values are directly
transferred to the products or services and give them credibility. Thus, the
celebrity marketing is an efficient positioning tool. Customers transfer
unconsciously the notoriety from the celebrity to the brand or the product.
Studies show that the use of a celebrity increases consumers’ attention and
facilitates memorization.
Sources:
French websites:
Emma Britto
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