“Popular faces don’t sell brands anymore. Value delivery and customer service does.”
In case you don’t know, there are billions of customers around the world. Customers with in-depth orientation about desires and preferences. They make purchase decision based on emotions and projected brand equity and in most cases don’t belong to that group you can control. Rather, they control you.
My observation and quick-pick research centres on how marketing communication budget sometimes flies through the zero lanes. Truly, these guys do help brands in some ways but the fashion projected nowadays is invariably unnecessary.
Just imagine you enter a store filled with varieties of brands and two brands caught your attention, one was branded with a studded celebrity while the other stated why you must buy. Now, the big question “which of the two best meet your need?”.
Generally, consumers are rational. We go for what appeals to our needs and even though our heart misdirects, it will definitely lead to what benefits.
In today’s marketing world, no more gimmicks in advertising. Customers have information on their finger tips and are more enlightened. They know the right brands to buy and will never sacrifice quality for loud airplay.
Let’s call a spade a spade; the recent porting exercise in the telecoms industry opened the wound to the breeze. It was recorded that MTN brand which went strategic with “saka” recorded the lowest while Etisalat, the hunted soars the topmost.
According to the report, Etisalat was seen as the top gainer having a total of 9, 749 subscribers representing 49.52 per cent as new subscribers as against 2, 682 subscribers that left its network in the same month. For Airtel, it had 3,490 subscribers leaving the network while it was able to gain 6, 523 new entrants. In the development, Glo lost 3, 945 subscribers as it gained 2,112 new subscribers.
Let’s get this straight; popular faces don’t sell brands anymore. Value delivery and customer service does.
An insight by David Ogilvy in his book Ogilvy on Advertising, here is what he says about using celebrities in ads, “Testimonials from celebrities get high recall scores, but I have stopped using them because readers remember the celebrity and forget the product”.
In 2005, an Ipsos study reported by Media Post’s Center for Media Research found that “The message becomes more powerful when the celebrity endorsement carries ‘expert’ authority or relevance for the brand, such as an athlete for sportswear or equipment, a famous chef for a food product, or a race car driver for tires or motor oil.” This side of the coin describes the usefulness of celebrities.
Advertising becomes more effective if brand and celebrities connects on the right cause.
A recent TV research by ace matrix showed “that fewer than 12% of ads using celebrities exceeded a 10% lift, and 20% of celebrity ads had a negative impact on advertising effectiveness”.
Moreover, it’s essential to note that the ultimate goal of brand is to generate sales profitably and attain a high sustainable market share. There’s a distinguishing factor between celebrities and sales, celebrities are best for concerts and not for mind share.
(Photo credit: http://www.thenakedconvos.com)
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