You can’t walk through a Macy’s store without being ini-dated by celebrity based products. Whether it be Martha Stewarts kitchen collection or Jessica Simpson’s shoe’s, it’s hard to not be swayed by celebrity products.
We’ve all fawned over Oprah’s favorites things list each holiday season, and it was a well known fact that companies who have been promoted by Oprah saw overnight success. So why are we so easily influenced by celebrity based products or even simple endorsements?
Research has proven that individuals have better recall of services/products that have been endorsed by celebrities. This is true whether they are fans or not. In fact, the human brain registers celebrities in almost the same way it would recognize someone we know.
Now, if you’re a fan of this celebrity you’re more likely to trust the product being endorsed. Much like a friend recommending something to you. Subconsciously, you may believe that by purchasing a product endorsed by a celebrity you’ll be more like them. In turn, associating the celebrities’ success, beauty, of athletic skills with a certain product.
Companies have used this type of marketing from the very beginning. Now with the rise of social media, brands are striking up relationships with not only celebrities, but influencers and bloggers.
This type of marketing is incredibly successful with young adult consumers, and less so as consumers age. Many brands will target the 18-24 year old audience. In recent years there was concern over deceptive marketing through social media posts, now anyone promoting something once state that it is an ad.
It is also important to note that there is no real conclusive evidence when it comes to the direct correlation between celebrity promotion and consumers purchasing that said product.
However, many companies have reported increased sales after the introduction of a celebrity spokesperson. An endorsement deal can also have an effect on the brands stock price, for good or bad. Nike had a surge in their stock price after signing with Tiger Woods, however when his scandal hit, Nike experienced a significant drop in sales.
As consumers are becoming more educated and discerning of the products they choose to buy, the celebrity influence in becoming less effective. Brands still need to provide quality products to survive. They’re marketing also needs to be more personal and less transactional, letting the consumer know why it would be a good fit for them.
In the end, celebrity endorsements only go so far. Consumers need to be convinced by the brand.
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