Valerie Bertinelli promises slimmer hips and thighs with Jenny Craig. Suzanne Somers used to make the same promise with the ThighMaster, recall? Morgan Fairchild offers love advice for Old Navy website visitors in a live chat. New England Patriot's star Tedy Bruschi touts the benefits of life insurance for Boston area consumers. Genevieve Gorder of "Trading Spaces" gives home improvement advice and endorses 3M Corp.'s building products. Teen idol Vanessa Hudgens shares her back-to-school wardrobe preferences in a Sears magazine aimed at teenage girls.
Still other celebrities promise younger-looking skin, better banking and stock trading services, improved cable TV programming, health products, and services, while politicians have long known the power of lending their names to affinity groups to raise funds for nonprofit causes. In each of these cases, the celebrity endorsement is accomplished through a variety of sales letter packages, postcards and magalogs.
The truth of the matter is when prospects see a recognizable face, they tend to pay closer attention to your appeal. If they feel a connection to the celebrity, then they tend to trust the word of the celebrity and, ultimately, are more likely to make purchases. The list of celebrity endorsement examples is endless across all marketing channels, and it seems to be growing in the direct mail category. With mailboxes becoming less cluttered these days, and newspapers going the way of the buggy whip, celebrity direct marketing deserves a closer look from you.
Celebrities lend their names to marketing campaigns for all sorts of reasons. As Ed Asner, Meryl Streep, Walter Cronkite and Bill Clinton do for Heifer International, many celebrities support nonprofit causes near and dear to their hearts. Most celebrities, however, simply want to leverage their best income opportunities through product endorsements.
The reasons why celebrity endorsements are so powerful are fairly straightforward. Our culture is obsessed with the celebrity scene-the prominent figures in Hollywood, the sports world and even lower forms of entertainment (such as daytime talk show hosts like Kelly Ripa, Regis Philbin or, perhaps the most famous of all, Oprah Winfrey) are constantly in the limelight. People have an urge to identify with the rich and famous, and they also want to trust their buying recommendations.