Using well-known names and faces to promote what you sell is a time-tested concept. Psychologists even have a term for why it works – “social proof” – and outline the process by which we subconsciously trust celebrities and expert authorities.
So, it makes sense to find someone from TV, radio, or industry journals to promote your products and services, right?
Possibly, but not necessarily. Here are three things to consider with celebrity and expert endorsements:
1. Getting endorsers can be expensive. It’s important to make sure that what you spend on an endorser can be made back in sales; otherwise you’re just pouring money down the drain.
2. Even celebrities have their detractors. In other words, while some people might like the celebrity you choose, others may not. Pick the wrong one, and you can actually turn potential customers away from your products and brand.
3. You need a large marketing campaign for your endorsement to have an impact. Having an endorsement won’t make much of a difference if you’re cutting corners on the rest of your marketing plan and doing fewer promotions, so save it for your biggest efforts.
Celebrity endorsements can help sales, but only under the right conditions. If you are looking for new ways to grow your marketing reach and sales in the new year, why not talk to a member of the Marcy Design team today?
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