Are celebrity endorsements a positive marketing strategy?
Celebrity endorsements are used by countless businesses of all shapes and sizes as a marketing strategy. While some reviewers claim that they have little positive impact on business sales, others claim that by using them, you can actually benefit your business in countless ways.
Listed below are three ways celebrity endorsements can be used as a positive marketing strategy:
1. Improve credibility
By choosing the right celebrity, you can really enhance the credibility of your business. Many companies choose niche celebrities to endorse their products or services. For example, fitness start-up company dietbet chose ‘Fit2Fat2Fit’ founder and author Drew Manning to endorse their company. As a fitness instructor, he is an incredibly inspiring fitness trainer who has inspired millions of people to get fit and lose weight. By choosing him to endorse dietbet, people took dietbet more seriously, and as a result, the company experienced unprecedented growth.
2. Boost brand awareness
Since celebrities are great at networking, they are great at increasing brand awareness. They appear at premieres, exclusive events and award ceremonies, giving your brand maximum exposure as their photos are taken and spread in magazines, newspapers and the Internet.
In this sense, choosing a celebrity to endorse your products could be great for brand awareness. For example, if you design and sell bags and a celebrity is seen wearing one of your brands, people will want to know more about the bag and the brand. Before you know it, people will be tweeting about the celebrity’s ‘look’ and asking questions about the bag’s designer. This can quickly generate great publicity about your brand, attracting more and more customers and driving sales.
3. Add PR value
Finally, celebrity endorsements can be used as a promotional tool by quickly attracting the attention of bloggers and reporters. When you get a celebrity to speak positively about your product, it quickly generates a lot of media attention, generating articles, blog posts, and videos about that celebrity and their company. Without that celebrity boost, you risk keeping your company out of the spotlight and losing out on hugely profitable sales.
Final thoughts on celebrity endorsements
If used properly, celebrity endorsements can create an excellent and highly effective marketing strategy. With that said, select the right celebrity who is passionate about your brand and positively endorses your product.