Brand endorsements are tactical, not strategic - This is what I read somewhere!!!
TO some extent - Yes!! they are like quick fix solution. It will work as long as the fad, and once celebrity demand goes down, brand gets a kill and its tough to maintain it by the quality it offers to end-consumers.
Ex- How many times have you thought to opt for a chocalate just because it is endorsed by a celebrity. I would say many wud still like to buy taste which they like.
You go out shopping for Fan- Would you think about Dhoni flying in air just because you sawhin in XYZ ad, knowing well how many times would he bought a fan himself ;)
I see customer segmentation as an important criteria for optiing brand endorsement for product. Kids is one such segment where a relevant celebrity will surely make a dent. Kids tend to really get impressed by celebs and they have high selection critieria based on their favourite hero/heroines
Youth- This is an interesting segment where you need to target your product rather than celebs to impress them. Does their thought and aggression matches key features of product. If answer is Yes, you wurely will end up high target bonus this time.
Mature and Old peopls- Cost and Value is all which will drive them , be it a needle, milk or a car.
So big question- Why do companies do celeb marketing.
Answer- World is full of herd mentality wherein one always feels that by Not Doing XYZ, marketing is incomplete.
Whereas true meaning of marketing is not ad and pomp and show but taking different approach to fulfill your customer problems, revenue follows for sure.
TO some extent - Yes!! they are like quick fix solution. It will work as long as the fad, and once celebrity demand goes down, brand gets a kill and its tough to maintain it by the quality it offers to end-consumers.
Ex- How many times have you thought to opt for a chocalate just because it is endorsed by a celebrity. I would say many wud still like to buy taste which they like.
You go out shopping for Fan- Would you think about Dhoni flying in air just because you sawhin in XYZ ad, knowing well how many times would he bought a fan himself ;)
I see customer segmentation as an important criteria for optiing brand endorsement for product. Kids is one such segment where a relevant celebrity will surely make a dent. Kids tend to really get impressed by celebs and they have high selection critieria based on their favourite hero/heroines
Youth- This is an interesting segment where you need to target your product rather than celebs to impress them. Does their thought and aggression matches key features of product. If answer is Yes, you wurely will end up high target bonus this time.
Mature and Old peopls- Cost and Value is all which will drive them , be it a needle, milk or a car.
So big question- Why do companies do celeb marketing.
Answer- World is full of herd mentality wherein one always feels that by Not Doing XYZ, marketing is incomplete.
Whereas true meaning of marketing is not ad and pomp and show but taking different approach to fulfill your customer problems, revenue follows for sure.
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