You know how when you see an ad with a celebrity promoting the product, you’re likely to pay more attention. You might start watching out of curiosity, but you might also get hooked into checking out, or even buying the product. Why do you suppose that is?
Well one thing’s for sure, celebrity sells! And that’s been going on for as long as someone has been selling something to someone else.
There’s a number of reasons for this. When a celebrity is present in a marketing campaign, there’s definitely more buzz, and it’s more likely to raise awareness of it, and as a result people will notice the product more.
If people believe that the celebrity is actually using the product, they’ll want it even more. And there’s an extra bonus here, when your targeted prospects see that you’ve been able to employ the services of such a star they’ll automatically respect you more. There will be buzz about you too!
For example, from a recent episode of Shark Tank, there was an entrepreneur, John Gennero, presenting a product called the “Broccoli Wad” (lovely name…) Standing there with him was his celebrity promoter, Vinnie Pastore who used to be on “The Sopranos”. Long story short, John wasn’t using Vinnie effectively to promote his product, a rubber band money clip, and there was no real focus regarding the marketing.
It was concluded that Vinnie would be the “face” of this consumer product. His alter ego’s reputation as a wiseguy also helped, since wiseguys don’t carry wallets, just cash in a “broccoli rubber band wad”. Here’s what their site/ad looks like. The cheesy feel and tongue-in-cheekness of it all lends to that credibility factor.
The Right Celebrity for Credibility
Speaking of credibility, that’s also something to keep in mind when choosing your personality. For example, I don’t think Paris Hilton would be really believable shown doing an oil change on her bubble gum pink Bentley in an ad for say, Castrol Motor Oil. Might be funny though…
When it comes to marketing, there’s no doubt that having your product endorsed by a big name will boost exposure and sales for your business. But this doesn’t mean that your celeb has to be huge or international. Think of any local community luminaries you could contact. Think of top dogs in your professional association, sports personalities, or a rock star of your industry.
And when you do get someone that’s a fit to promote your business, it can be via testimonials, guest blogging on your site, featured in a web video, or series of videos. And instead of having to pay them a hefty fee, they might be willing to do this as a joint venture with you for a percentage of sales. Or they might even do it in exchange for you promoting their products.
When your “star” has a stake in what you’re doing, or even a good understanding of your business, their message is much more likely to be convincing to your audience.
In the end, what I’m saying is keep an open mind and get creative in seeking out a celebrity to endorse and promote your business. Just pick up the phone and call. You’d be surprised at how much people are willing to help you!
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