Celebrity endorsements seem to be all the rage, and of course there are those who may wonder if they work. But the sheer number of these arrangements suggests that there must be some power to them. Manufacturers of products and services of every kind tend to use celebrity spokespersons to push their products.
Companies are willing to shell out big bucks to use celebrities to sell their products because they are aware how hungry people are for everything celebrity related. In addition marketers are aware of the instant recognition provided by using this method of promotion. When associated with a product, a popular celebrity can drive sales in different ways.
On the other hand, endorsements can fail if the wrong celebrities are used for a product. So while star power sells, it can also fail to attract buyers. Using a celebrity who is known to be a non-drinker to endorse an alcoholic beverage would come across as false and will more than likely fail.
How Celebs Drive Sales
Some of the ways in which celebs drive sales are:
Fans want to look like or have beautiful skin or hair like the celebrity so they buy beauty products being marketed.Many brands are seen by the buying public as being of a certain quality because they are endorsed by celebrities. Many stars are seen as having great taste and demanding only the best. If they use a product or endorse it, the assumption is it must be of high quality.
Interestingly, a study done on the effect of celebrity product endorsements shows that there are happy memories associated with certain celebs imprinted in our brain. These feelings, the researchers said, are transferred to the products resulting in a positive image of the product. In many cases, this results in consumers buying the products.
Celebrity endorsements also work based on the efforts of good marketers. They must convince the buying public that the stars derive some benefit from the products they are pushing.