The use of celebrities in promoting a certain product or services is no longer new to the public eye. In fact, studies suggest that consumers are more likely to be compelled to avail virtually anything and everything these personalities endorse not only offline but also through their social accounts (Facebook fan page, Instagram, Twitter, etc.).
As for business owners and internet marketing firms, are they willing enough to get involve on this seemingly trendy way of introducing brands? What are those things that need to consider before taking the A-List approach to drive traffic and brand leverage their products and services online? Would social media marketing be better if you pair it with the glaring spotlight of entertainment?
Advantages of Celebrity Online Marketing:
TV personalities, news anchors, athletes, musicians and politicians are considered highly-effective public figures; hence the general public tends to listen to what these fixtures of entertainment say to us. And that’s why internet marketing strategist should start looking after this trend in the context of using this to their advantages.
Remember that Daniel Johnston shirt Kurt Cobain wore at the MTV VMAs in 1992? The name, Daniel Johnston was totally unknown until the Nirvana frontman introduced him to the world (unconsciously or intended, doesn’t matter) and paved the way for Johnston’s sudden rose to fame. And take note, this was way before information superhighway took over the world.
Having media personalities to plug your brand to their fans serves as a bridge way to new potential market. A simple Instagram video of a certain hot celebrity couple wearing your merch can easily create an automatic trigger of curiosity and awareness to your business. A simple mention on Twitter will engage fans to check out, follow your company’s profile/ entity, and create a pool of new leads.
In the same sense, media personalities can help build and/or sustain the credibility of your brand through constant tweets, photo/video uploads, blogs and status updates. Take for instance Olivia Munn being the newest image model for Proactiv. Consistent tweets tackling the brunette bombshell’s daily use of the product strengthens the Proactiv’s reputation of being an effective acne solution.
Above all, celebrity endorsements provide a sense of trust to your brand the moment fans and followers see it on social media. Mostly, it can instigate a spark of revitalization for brands that currently stands on the edge of oblivion.
On The Negative Side
Although no matter how tempting it is to book, or at least ask a celebrity for a simple Instagram shoot as they hold a batch of fresh, homemade cupcakes that you ought to sell for $6 a box, it wouldn’t be that simple. For one thing, appearance of media personalities costs a hefty wad of money. Of course, marketing is a two-way street and the only way to get these hot names to become associated with your brand is to negotiate… And that includes fees and other expenses.
Another downside of this marketing scheme is the tendency to get bad publicity in the event that your celebrity endorser gets caught up in a public meltdown, scandal or crime involvement. Case in point: Kobe Bryant’s endorsement deals with Coca-Cola, Nutella and McDonald’s after the basketball star’s rape fiasco; Tiger Woods’ deals with Gillette, Gatorade and General Motors after his reported infidelity.
Green Light or Scrap?
Weighing the best strategy for endorsing your brands will matter the most. Think of the long term effects of this marketing venture. Consult trustworthy marketing firms about your plans and see if they can pitch in some ideas.
Most of all, if you think celebrities will help raise awareness to your business, then the partnership/endorsement deal and all the expenses that go with it will be worth it. Meanwhile, if you think you –along with your marketing partner– can do the job all by yourself, then probably it’s not the right time or necessary for your business to take the celebri-tweets and Instagram posts, just yet.