The Evolution of Celebrities as Marketers!
Endorsement deals often require a celebrity to make promotional appearances and use or wear the products in public as well as to appear in ads. For celebrities, endorsements provide ancillary income; for brands, they offer an opportunity to raise awareness and attract buyers. The common wisdom, backed by volumes of academic research, is that brands succeed when they attach themselves to an appealing endorser who is credibly expert in a given area and appears trustworthy.
With the rise of social media, celebrities have become influencers as well as endorsers, posting promotional material on their own channels. To be attractive to brands, influencers must have a sizable and loyal audience.
What Makes a Celebrity Brand Successful?
a) Have a strong social media following...
This is an obvious precondition for success. It’s not just the number of followers but the depth of engagement that sets successful brands apart.
b) Craft a good fit between celebrity and product category...
Advertisers have always tried to select endorsers and influencers who feel right for the brand. Those people must seem natural and credible when recommending the product. If the collaboration seems inauthentic, consumers won’t be persuaded to buy.
c) Find or develop a superior product...
Even the most beloved celebrity will have a difficult time supporting a subpar product line. Although the celebrity’s name and endorsement might sell to a consumer once, repeat purchases will be difficult to earn.
d) Be actively engaged with, and listen to, followers...
For influencer marketing to be effective, fans and followers need to be engaged with and feel that they have a personal relationship with the influencer.
e) Creating Momentum...
The ability to craft engaging storytelling through their various channels significantly reduces customer acquisition costs for celebrities.
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Samrat Chatterjee | Manmeet Singh Chandhoke | Harmeet Singh Meet Bros
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