How Brands Can Use Celebrity Endorsements to Connect With Customers Online
Take advantage of existing connections and fan bases, too. Celebrities serve as channels between buyer and seller. If your brand is seeking an audience that happens to follow a certain celebrity, then it should have that particular celebrity endorse its products. Endorsements are most effective when the celebrity's audience already overlaps with the brand's desired audience.
Another factor to consider is the type of advertising that the brand typically uses. Today there are so many resources available for marketing. There are traditional mediums like billboards and TV commercials, but also newer digital mediums like social media and text messaging. While most celebrities use social media and digital communication, there are celebrities who avoid it. Look for celebrities that already engage and connect with fans via your brand's preferred method of marketing.
The benefits of celebrity endorsements are extensive, but there can be drawbacks as well. For one, celebrity endorsements can be expensive. In addition to merchandise, celebrities demand millions of dollars to endorse a product or brand. Celebrity endorsements can be risky, too. Like all humans, celebrities sometimes get in trouble. When a celebrity gets in trouble, though, the whole world knows about it. If that celebrity happens to endorse a specific brand, that brand is now "criminal" by association and could potentially lose followers as a result.
In the marketing world, a celebrity is only as valuable as his or her public image, and if that image becomes tarnished in any way, it's usually bad for business. Just as a celebrity has the power to attract individuals to a brand, he or she has the power to deter individuals all the same.
Alex Cotraviwat is the founder and CEO of The Marendo Group, a full-service creative, marketing and branding company in Los Angeles.