CELEBRITY endorsers are everywhere, with their faces and names plastered all over giant billboards, print advertisements and websites, among many other media channels.
Every year companies spend millions on endorsement contracts for personalities to become the face of their brands, thinking that they would enhance brand image and favorability and, of course, rake sales for the company.
This is a normal thing for public-relations and advertising agencies that aim to bring a higher commercial value and exposure to their campaigns. But a blockbuster is never an assurance for this kind of marketing strategy.
Consumers who are more critical of information
WITH the emergence of new communication channels, particularly digital media, accessing information—including on celebrities’ private lives—has become easier for the public.
Consumers are now more critical with the information they see and get: “So she’s the new endorser?” Then probably a, “Hmmm….” or, if lucky, a “Yay!” will follow.
Sure, word of mouth still works. But these days, consumers are most likely to look beyond words and glossy ads.
They know more now, thanks, in part, to social media. Case in point is Justin Bieber. At the peak of his career, Bieber was seen as the epitome of a perfect brand endorser.
He is young; visible; active in many projects, both on and offstage; and has a multitude of “beliebers” worldwide. Brands got him, from everyday merchandise to luxury products. And there’s no denying what Bieber power can do.
But imagine waking up one morning to discover that your celebrity endorser had been arrested, charged with assault and driving under the influence, and suspected of using drugs. Someone once touted as the “new Michael Jackson” of his generation had now earned the title of “world-class brat.”
Such case is not new to the Philippines, which is a culturally sensitive country. Companies doing business here must think strategically (and yes, morally, too) when choosing the celebrity who will carry their brand.
Attributes of an ideal endorser
IT is, therefore, important to refresh yourselves, once in a while, on the defining roles and attributes of the ideal celebrity endorser:
• Relevance to the brand. Celebrities definitely gain attention from endorsements, but having them promote a product they are not associated or bonded with may not be the smartest way to market that product. Companies should look for personalities who have a reputation that embodies their brand image.
They should be likable and credible, or else they may end up tarnishing your product, or entire business, for that matter.
• Source credibility. Filipinos value support, loyalty and trust. When you talk to a “friend” who recommends a new shampoo or detergent, your friend’s positive characteristics affect your acceptance of his or her message. This happens because, as social persons, the extent of our beliefs often depends on the source of the message.
Fruit-flavored drink company Tang, in one of its most successful campaigns—“The Tang Galing Club,” an online club for empowered kids—did not use famous child stars to promote its campaign.
Instead, they gathered a bunch of talented and intelligent children to promote the club. In just a few months, the Tang Galing Club grew from just hundreds of members to nearly 16,000.
• Source attractiveness. The concept of source attractiveness is not limited to good looks, but also to nonphysical characteristics, such as physical ability and intelligence. Perhaps, source attractiveness is one of the biggest contributors to the success of celebrity endorsers, like Kim Atienza, Chris Tiu and Susan Roces, who have all remained socially relevant because of their unique approach to endorsing their brands. They are recognized not just for their power, but also for their public image, advocacy and achievements.
Star power can only do so much
ALLÂ things considered, star power can only do so much for a business. Stars add value to brands and make them more relatable, but they can also make or break them.
Remember, celebrities should be selected not to fill what the product lacks, but to boost its potential to connect with more people.
And with the advent of digital media, maintaining brand image and an endorser’s reputation becomes doubly difficult these days, because of its potential to amplify simple issues or even nonissues to the millions of people connected to the Internet, especially those who have various social-media accounts. So for your next product endorser, better choose wisely.
PR Matters is a rotating column of members of the local chapter of the United Kingdom-based International Public Relations Association, the association of senior PR professionals around the world.Â
PR Matters is devoting a special column each month to answer readers’ questions about public relations. Send comments or questions to askipraphil@gmail.com.
Image credits: AP