Advertisements are very necessary for any business to reach its target audience. Brands need to promote themselves in order to get recognized by the common public and make their sales. You cannot know about any brand if you have not seen its name or logo somewhere on a billboard or in a television ad or unless someone told you about that. To advertise their products and services, brands use various methods and spread awareness about themselves among the common public. One such method is “Celebrity Endorsement”. In this promotion method, brands tie up with famous celebrities to endorse their products and services. Since celebrities already have a vast audience, it is easy for brands to advertise their products at a very large scale with highly good responses. Let’s learn more about Celebrity Endorsement in India and its importance to companies.
What is Celebrity Endorsement?
Celebrity Endorsement is a marketing strategy that uses the popularity of celebrities to promote a brand’s products and services. Due to the highly recognized social status of celebrities, it is easy to increase the range of potential customers as well as to make it convenient for the customers to trust the brand. This method is used to create a positive image of the brand in the minds of the general public to encourage them to buy its products and services. It makes the brand promotion speedy and with a wide reach. This type of brand promotion is used by various agencies to endorse their products and attract a large audience through mass media coverage.
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How Celebrity Endorsement is useful?
Celebrity endorsement is a highly useful method of promotion which provides various benefits to the company as well as to the celebrities. It helps the brands to establish their distinct market and on the other hand, it allows celebrities to further increase their fan base. Thus, it is beneficial for both the brand and celebrities. Let’s have a look at the advantages this method provides to a business.
Enhance Business
This is the basic and the most important benefit of celebrity endorsement to any business. No doubt, promoting a brand via celebrity would encourage people to buy it. This makes the brand attractive and authentic leading to a huge increase in sales. This eventually helps in the overall enhancement of the business making it lead the market.
Helps Brand Stand Out
When a product is endorsed by a celebrity, it starts to get associated with that particular celebrity. The product and the celebrity become each other’s identity and one gets recognized by the other. This makes people recognize the brand easily with the association of the celebrity. It helps the brand to stand out in the market, as the particular celebrity becomes the identity of the brand.
Easy to Remember
It is easy to remember a celebrity than a brand name/logo. Because of the high popularity of celebrities, people recognize them easily. Thus, when associated with a celebrity, the brand is easily able to create a spot in people’s hearts. People can easily recognize the brand due to its connection with the celebrity.
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What is required for Celebrity Endorsement?
Celebrity endorsement is an easy and convenient way to promote brands. You just need to select a celebrity and pay them to endorse your business. But this isn’t as easy as you think it is. The selection of the appropriate celebrity is also an important thing to consider. Let’s have a look at these criteria which one needs to follow to choose the perfect celebrity for their brand to endorse.
Fan Base
The celebrity to be chosen must have a strong fan base otherwise there would be no benefit you can avail of from them. The main point of celebrity endorsement is to use the huge fanbase and the wide reach of the celebrity, and if you are not able to benefit from that, then you can opt for any other endorsement method.
Features
The celebrity must be suitable to the features of the product the brand is going to associate them with. The chosen celebrity should be compatible with the product to bring out the best values. For example, to endorse a fitness product, you must need a celebrity with high fitness standards to make it reliable for customers.
Reputation
The reputation and image of the celebrity is also very important criterion to look into. If the celebrity has any connection with any type of illegal activity or has any negative image, then it would bring a bad light to the image of the brand. So, choose a celebrity with good connections to increase the credibility of the brand.
Cost and Expenses
Every celebrity has a different price range which they charge for their work. Some charge more than others, and this is based on their popularity and trendiness among the public. So, you need to select the celebrity based on your budget to endorse your brand.
Celebrity Status and Integrity
The status, credibility, and integrity of the celebrity would pass onto the brand after their association with each other. The chosen celebrity must have high credibility and a good social status to make the brand reliable. The celebrity must be associated with only your brand because if they endorse the products of your competitors too, then the customers would not trust your brand. They would believe that the celebrity has endorsed your brand only for money and this will negatively impact your brand reputation.
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Types of Celebrity Endorsement
Celebrity Endorsement benefits the most in case you have the most appropriate celebrity to promote your products and services. It is a very vast area that includes various forms and ways to endorse products/services via celebrities. Two of the most common ones are as follows:
Paid Endorsement
As the name suggests, it is the type of endorsement in which celebrities are paid to promote the brand. Paid endorsement involves a formal contract between the celebrity and the brand to professionalize the activity. Here, the brand pays celebrities to promote their products and services, whether the celebrities do or do not use them in real life. There are some popular forms of paid endorsement which are used widely all over the world. These are:
- Advertisements: This is the most common way of brand endorsement and this is what everyone thinks about celebrity endorsement. It is done in many ways like television ads, billboards, newspapers, magazines, posters, radio, etc. Here, celebrities could be seen using the products or as the main character promoting them without using them.
- PR Events: It is another popular type of celebrity endorsement activity that allows people to see the celebrity at an event and associate them with the brand. These events are specially organized to promote a particular brand via celebrities.
- Social Media: This is becoming one of the trendiest ways of brand endorsement via celebrities. Nearly everyone can be found on social media in this modern world, thus it becomes easy to widen the reach through this media. Here, celebrities make short videos and post them on their official social media accounts to endorse the brand among the common public.
Unpaid Endorsement
This is the type of endorsement in which the celebrities are not directly get paid since this does not involve any official contract between the celebrity and the brand. In unpaid endorsement, the brand gives its products to celebrities as gifts to try and flaunt in the public. In this type of endorsement, it is totally up to the celebrities how they represent the brand and its value. People consider those brands highly reliable that is used by celebrities. Thus, this is also a very popular type of celebrity endorsement. This way, the brand is able to promote itself via celebrities without signing a legal document with them.
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Conclusion
Celebrity endorsement is a highly useful technique to promote a brand. It helps the brand to increase its sales in the short run while in a long run, it helps increase brand awareness. The association of a popular and lovable celebrity with the brand can bring the brand in limelight and improve its image and popularity among the audience. To endorse your brand via a celebrity is an easy task, all you need to do is find the most appropriate celebrity matching your brand features. This would make your brand stand out and give you many more benefits.
You can also visit Celewish to choose a celebrity to endorse your brand.
