Choosing the Right Celebrity Spokesperson1144428

Throughout advertising history, there are all sorts of celebrity spokespeople pitching from cereal to mobile phones. I know you are able to all think of a few celebrity pitchmen and some women both past and provide: Bill Cosby for Jello, Joan Cusack for U.S. Cellular, Sam Waterston (of Law and Order fame) for Ameri-trade, and more recently William Shatner for Priceline spring to mind. In a flash these spokespeople appears to be like obvious fits, however for advertisers the choices process is more complex. Studies claim that celebrity ads garner higher awareness than non-celebrity ads. And while I don't doubt that awareness may increase, it's imperative as marketers that people pick a representative who can carry the emblem message and become a persuadable force on your consumer. That's why I've outlined 3 simple approaches for choosing an efficient celebrity endorsement.

Exactly what do I mean by "brand personality?" At our firm we define your brand since your unique claim of distinction. Your brand personality then, would be characteristics that define that claim. For instance, the Volvo name is synonymous with safety, security and confidence. By attributing human characteristics on the brand, we identify key traits to look for in a effective spokesperson. In the long run, the objective of any brand name and its communications strategy is to guide purchase behavior. This is exactly why the credibility of the given spokesperson plays a vital role in convincing a crowd to choose your specific brand. Your message becomes more powerful and believable when an endorsement carries some perceived authority. While expertise certainly leads to credibility from the spokesperson, I believe traits like likability, persuasiveness, and physical characteristics ought to be considered while making your selection. One good example that comes to mind is Dennis Hopper for Ameriprise Financial. The "Dreams Don't Retire" campaign covers how Ameriprise is redefining financial planning, and encourages baby-boomers to attain their retirement dreams. As a symbol of the newest spirit of his generation, Hopper is the perfect option to address baby-boomers about redefining their financial planning. When choosing a spokesperson, you need to identify somebody that appeal towards the demographics of one's audience. Inside a recent example, Suddenlink Communications, a national cable, Internet and residential voice service provider, planned to gear their brand messaging towards a younger, more tech-savvy segment with their audience (Adults 18-34). Our firm proposed nationally recognized comedian, Mike Birbiglia, as his or her spokesperson. Like a regular on Comedy Central, Birbiglia features a strong following on college comedy circuits and effectively markets his act on the internet and social media sites including YouTube and Facebook. The campaign became a huge success for Suddenlink. With Birbiglia, their brand message suddenly became tightly related to their market, along with the results proved it. Eventually, pairing the correct celebrity spokesperson together with the right brand can amplify your marketing communications. A good candidate should be using the relevance and believability they bring and if they'd like to be described as a persuasive force in getting the consumer to consider purchasing the products or services.