There is an old saying: “What’s in a name?”
Well, if you are well-known, it could carry weight. And used properly by a brand, it could bring a financial impact and scale against a desired target audience. Personalities can come in many forms: celebrities (actors and actresses), influencers (bloggers or vloggers), on-air personalities, and entertainers, etc. As you can see, it could encompass almost anyone who is popular and has influence over people.
Just take a look at the media landscape. One can easily see many celebrities and influencers hawking numerous products on-air, online, and on-site.
There are a variety of reasons to consider using celebrities or influencers within a company’s messaging strategy. One prime reason is the immediate acceptance of a brand by using someone with cache to help sell brand attributes to your target audience. Other reasons they can help:
- Create needed awareness
- Buzz factor for PR efforts are heighten especially with social media influence the celebrity may have
- Trust and credibility garnered to enhance favorability of the brand
- Create an emotional connection
- Build upon a brand’s “cool” factor to resonate with a desired target audience
- Drive purchase intent and word of mouth recommendations
Now, some schools of thoughts may not see the need for celebrities or influencers to convince a purchase. However, in the world fueled by social media and enormous amount of video content being consumed, celebrities have carved out a unique place within the marketing landscape. It’s a means to keep fresh messaging that can evolve with the changing whims of consumers.
