Celebrities and their business partners February 20, 2009

Celebrities are very important to a large section of the public, especially the young. Some are only celebrities for a few weeks, but their moment of fame is no less significant. Using them to sell a company’s products and services can prove of great benefit and can significantly boost market share. Whether a company chooses to do so or not would depend on the product they are trying to sell or advertise and the expectations of the company.

A local celebrity provides a vastly more cost effective means of gaining publicity for a business. You can pay a few hundred pounds for a local hero or a few million for a national celebrity. This would clearly be way outside the budgetary constraints of most businesses.

A local slimming club that is very popular in the area may choose to use last year’s ‘biggest weight loss entrant’ to advertise what a great idea it would be to join them. That person could be a figure-head for the company who could spread what joining them had done for her. A number of book stores will get the author to their store for a book signing session. This has been known to significantly boost both interest and sales.

Whilst this could be a real boost for a local business, it is debatable whether this would assist a large public company. It is unlikely that sufficient market share would be generated to interest a Tesco or Woolworth’s. Their bottom line would not be impacted enough to get the interest of the powers that be.

It would also depend upon the type of company that is utilising the celebrity. It is improbable that a local accountancy or law firm would benefit greatly as most of the clients are wealthy individuals and other businesses. The entire basis of how the firm generates business is very different to a local store, gym or fitness club.

Webtogs are a new company which sells outdoor clothing and camping equipment. They sell brand-name footwear such as craghoppers & keen shoes, outdoor jackets, tents and rucksacks. They also have a ‘carbon neutral delivery’ policy in place.

The Celebrity – Advertising Team Up November 14, 2008

I feel that companies who utilise the talents of celebrities they feel to be known to a minority only is quite cutting edge, they are daring to be different and it works for them. They feel they are using subtle marketing but as a general rule that may not be the case. Take for example Ray Mears and Bear Grylls, I went in to work today and asked my colleagues if they had ever heard of them, not one person in the whole room said yes. Then again, neither had I until recently, I was introduced to these delectable characters by a partner who is obsessed with the outdoors and outdoor survival tactics.

Nightly viewings on Sky have made them both a household name in this dwelling, and if we miss them the dear man records them for later viewing! I could now trap a squirrel with a piece of cotton, and cook a hock of deer in an underground barbecue made of stone and mud thanks to these guys, whose names certainly do not roll off the tongue of the majority!

Ray Mears endorses a Viggy Vig Vig tent, do I own one? No, but it would certainly be one I would consider for our next purchase, only because he clearly knows what outdoor life is all about and has an authentic and “knowing” presence in an advert.

Advertisers globally are taking on emerging celebrities as they are offering a fresh take on things, a sort of novelty so to speak, who are benefiting both the company and the artist themselves. Take Pepsi for example, for the last few years it has employed a changing cast of obscure comedians, not world renowned celebrities such as Michael Jackson or Britney Spears for their commercials as they did previously.

For some companies, household names are not the priority when casting, today’s audiences are highly influential, taking cues from exciting new discoveries, rather than “old hats”. Audience chemistry now plays a big factor, do I want Peter Andre to tell me how good a tent is, he may have a six pack and a lovely tanned, toned body, but is he a really sincere about the product he is advertising, and is best person for the job when showing me mountain equipment? Bear Grylls on the other hand would make be believe the tent he was using was the best invention since sliced bread!

I think obscure and little known celebrities really do benefit a company, as they are casting people for individual talents, rather than international recognition. Consumers today are fully aware that top celebrities are not necessarily using the products they promote, and that it is just a facade (personally I can’t see Lenny Henry washing his crockery with Fairy!). I think being innovative with their choice of celebrities works in their favour and makes the product more believable.

Celebrities and their business partners November 11, 2008

Celebrities are very important to a large section of the public, especially the young. Some are only celebrities for a few weeks, but their moment of fame is no less significant. Using them to sell a company’s products and services can prove of great benefit and can significantly boost market share. Whether a company chooses to do so or not would depend on the product they are trying to sell or advertise and the expectations of the company.

A local celebrity provides a vastly more cost effective means of gaining publicity for a business. You can pay a few hundred pounds for a local hero or a few million for a national celebrity. This would clearly be way outside the budgetary constraints of most businesses.

A local slimming club that is very popular in the area may choose to use last year’s ‘biggest weight loss entrant’ to advertise what a great idea it would be to join them. That person could be a figure-head for the company who could spread what joining them had done for her. A number of book stores will get the author to their store for a book signing session. This has been known to significantly boost both interest and sales.

Whilst this could be a real boost for a local business, it is debatable whether this would assist a large public company. It is unlikely that sufficient market share would be generated to interest a Tesco or Woolworth’s. Their bottom line would not be impacted enough to get the interest of the powers that be.

It would also depend upon the type of company that is utilising the celebrity. It is improbable that a local accountancy or law firm would benefit greatly as most of the clients are wealthy individuals and other businesses. The entire basis of how the firm generates business is very different to a local store, gym or fitness club.

source:helpstyle