Changing The Way And What We Buy - One Celebrity At A Time
Take a walk down any isle of your local grocery store and what do you see
? Yes, you see a mind-boggling array of products- and not just one product but shelf after shelf of the same product but put out by a variety of manufacturers and distributors. So what prompts us to buy that product? Mostly familiarity in some way. Thats where entertainment marketing comes into that equation. Consumers are more likely to buy a product that has been recommended to them- and that recommendation most likely came from a satellite media tour- and most of the time the fact that what they saw was media placement is far from their minds.These endorsements are most likely part of an arranged and carefully orchestrated celebrity marketing campaign. With so many options on the market, consumers do not always feel that they can trust the company itself to provide a truthful evaluation of their product. A sales pitch is often just that, until we are faced with someone that we trust giving it to us! While the consumer may not feel that they can rely solely on the manufacturers word, the game changes as soon as their favorite, notable celebrity gets involved.
A great example of this is Jessica Simpson. Many of todays consumers watched her grow from a young girl performing on stage to the pop-star turned actress that she is today. Jessica Simpson has let America have an inside peek at her married life to her childhood sweetheart, and allowed us to follow her personal life from her not-so-smart questions, to her divorce, to her numerous public affairs. She is beautiful and successful. Shes an everyday girl next door. So, when Ms. Simpson gives her word that a product, like Proactive, is good we are all inclined to believe it!
When companies choose celebrities for entertainment marketing, they must be careful to choose a notable face with a sparkling reputation. When a celebrity is endorsing a product, it is important that we like them and we trust them. Consumers will transfer this like and trust from the celebrity to the product that they are paired with. Even the most discerning consumers can often be swayed to at least try a product that a trusted personality is promoting!
No matter what a company is selling us-- a new formula, a new product, or even a new philosophy-- were more open to the product when it is paired with a familiar face. If a product is being endorsed by a celebrity that we see every day, one whose face we know from our favorite television shows and our favorite movies, or one whose voice carries over the radio when were driving in our car, we feel that we know the celebrity and that we know the product that they support. A trusted celebrity and a new product are a winning combination for a company!
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