How significant is celebrity endorsement for corporate brand marketing?

For businesses, hiring celebrities to endorse their own brand products is nothing more than to use the popularity of celebrities to bless the brand, attract the attention of celebrity fans and consumers, increase product conversion, and shape brand image. In today's era of traffic-oriented, how much influence does the star halo have on the brand itself? Can it really build a brand image that is ingrained in the hearts of the public?

The answer is yes. The use of celebrities as spokespersons has benefited many enterprises and brought good economic benefits.

and social benefits, the impact of celebrity endorsement on the brand mainly has the following three aspects:

1. Enhancements**.

Celebrity-endorsed products are more eye-catching. Celebrities are eye-catching, and celebrities transfer their abilities to endorsement products, so that the products continue to emit light and heat.

Second, increase sales.

With the help of celebrity endorsements, the brand can convert these ** into sales of "the same style of the star", thereby driving product sales.

3. Shape your image.

The style and quality of the brand and the temperament of the star complement each other. The temperament exuded by the star can emphasize the characteristics of the brand, so as to achieve a win-win situation between the brand and the star.

On February 20, 2022, NARS officially announced Xiao Zhan.

As the spokesperson, on the same day, the brand official V increased its fans by 21w, and the store increased its fans by 17w, and the online order was placed.

The turnover of the platform is nearly 80 million, and the transaction growth rate is as high as about 20,741, and the offline stores are also full of popularity. Xiao Zhan's endorsement not only brought the brand a total sales volume of more than 100 million yuan in a single day, but also caused a sensation in the beauty industry, sending NARS to the first place in the industry rankings.

It can be seen that the beneficial impact of a good celebrity spokesperson is huge. The operation of NARS provides a good model for enterprises to choose celebrity endorsements, telling brands to pay attention to whether the celebrities' preferences match the target audience of the product, whether the celebrity's image is compatible with the brand's temperament, and whether the celebrity's traffic can achieve high conversion of benefits when choosing a spokesperson. Of course, no matter who you find to endorse, the quality of the product is always the foundation of the brand based on the market, and improving the quality and service of the product is still the foundation of the development of the enterprise.

Find professional people to do professional things, and choose Nebula Library if you are looking for celebrity endorsements. Nebula Library, with 13 years of experience in celebrity business cooperation and 3000 star resources, is committed to empowering excellent brands and is the best choice for celebrity endorsements.

The meaning of celebrity endorsement is: live in the moment! This is true for both consumers and brands.

To put it bluntly, the person is gone, the contract expires, the tea is cold, and it's time for the next star to play. From our marketing point of view, I am more interested in ways to maintain brand popularity.

In the Internet era, product updates and iterations are very fast, typical cases such as Nokia. When a brand enters the mature period, it is bound to age and decline due to changes in consumer trends, user habits and other factors, as well as the strong impact of competing products. If you don't carry out the second curve and continue to maintain the growth of the brand, it is likely to be eliminated by the market for a while.

Looking at Nokia, which was in full swing before, now I can't find his products even with a magnifying glass.

For brands that cannot innovate the essence of their products, such as FMCG brands, they can continue to compete for users' minds and occupy category positions by creating freshness. For example, the domestic product Li Ning: at its peak, Li Ning's sales in the domestic sports market once surpassed the sports brand Adi, second only to the brand Nike; At the trough, it suffered a huge loss of 3 billion, and 1,821 stores were closed in 2012 alone.

And the reason why Li Ning can run out of the trough again is because the product has been optimized and upgraded. Li Ning has added many "Chinese characteristics" to the design section, which are not out of fashion and ignite the national pride of young consumers. Of course, it is not successful every time, and the concept of "post-90s Li Ning" before "Chinese characteristics" was slapped in the face.

The above is a summary of Yiren Network, I hope it will be helpful to you.

Thousands of TV commercials, street advertisements, web advertisements, etc., have done enough to promote the business. But due to the constant saturation of ** communication, as well as the prevalence of false advertising, people began to become numb to ordinary propaganda. Since the development of society, the binding of brands and celebrities has become the norm, and the role of celebrity endorsement has become increasingly prominent, becoming the only way for all industries to quickly build brand IP.

Celebrity endorsement refers to the use of celebrities, celebrities' flat portraits or videos, through a series of publicity carriers to make the end audience of the product widely known a marketing method, is to use the influence of the celebrity itself to promote consumers to generate purchase motivation, and then put into practical action to achieve the purpose of bringing goods. Its role is threefold

1. Increase sales.

Whether it's on a digital screen, in a street ad or on a screen, celebrities are always the center of attention and can attract people's attention. The products endorsed by celebrities, with the blessing of the "star effect", will arouse consumers' desire to buy, make consumers have the psychological effect of "following", resonate and then buy products, and enterprises will obtain economic benefits.

The fan base of celebrities has strong publicity and purchasing power, and enterprises can quickly occupy market share and achieve the effect of bringing goods; For ordinary consumers, celebrity endorsement is a symbol of trust and brand authority, and celebrities act as "opinion leaders" to a certain extent, becoming the most direct reference for consumers when choosing brands.

2. Enhance visibility.

Celebrities bring their own traffic and popularity, and their high rate can promote the brand and have an immediate effect on the promotion of the brand. Hiring celebrities as product spokespersons, using celebrities' public activities or hype can get more publicity opportunities, which will help to increase brand awareness, expand influence, and improve product awareness among the audience. And celebrity fans are willing to build momentum for idols, which can bring enough topics and attention to the brand.

3. Establish a brand image.

The brand spokesperson is the output of the public image of the enterprise, and the personality image and temperament type of the star can directly display the brand positioning and enrich the brand connotation. Enterprises choose stars whose image and temperament are consistent with themselves to endorse products, which can not only show the strength of the enterprise, but also provide strong brand endorsement in channel expansion, empower the corporate brand, and quickly attract investment to join.

Celebrity endorsements are significant and far-reaching for brand marketing. A good advertising campaign can establish a close association between the star and the brand in the memory of consumers, so that when they see the star himself, they will think of the products they endorse, which plays a role in continuing the advertising effect and maintaining the brand.

Nebula Library, focusing on celebrity endorsement for 13 years, is committed to building a win-win bridge between celebrities and enterprises. 3000 first-hand stars, 1000 successful cases, one-to-one customized solutions, face-to-face signing with stars, and more national branches to provide perfect follow-up guarantees, truly trustworthy.

The biggest role of celebrity endorsement is to shorten the distance between consumers and products, generate a sense of familiarity, and leave memories of products.

For example, the watch in the picture below, just looking at the watch, you don't know what brand it is, among the many watch brands, why choose this one and what is the reason? At the same price, why choose him?

But when you see a celebrity endorsing this watch, you may think, oh, it turns out that this is the celebrity, if you like this celebrity, it may become one of the reasons for you to buy. Even if you don't like the star, you probably remember.

For example, we all know that Hu Ge endorsed Huawei mobile phones, Wu Yifan endorsed Xiaomi, and Lu Han endorsed backgammon, even if you don't need it now, when you need it, you may remember it.

A successful one, you are Luhan endorsed vivo X20 when the traffic was the highest and the most popular, driving tens of millions of sales in the vast number of third- and fourth-tier cities.

I hope it can help you.,It's not easy to adopt the code word.,Thank you (* o *).

From a marketing point of view, I think it's pretty big.

The essence of marketing is to find consumers and make them want to buy. Celebrity endorsements cost a lot of money, and before signing a contract, he must have done an accurate analysis, such as what age group his fan base is, what his purchasing power is, and so on.

Now it can be said that it is the era of fans, and the degree of follow-up of fans is very high. Sometimes, no matter whether the product is good or not, in order to support the idol, fans will buy the product endorsed by the star as soon as possible, which is called supporting the idol.

Celebrity endorsement is not simply an endorsement, and there are also means to drive fans to buy in the later stage, it depends on your means.

Celebrity endorsement has long been not a new way to play, from the last century.

Since the sixties and seventies, it has been applied to advertising by some clever brands. Until today, in the Internet environment of consumption upgrading, enterprises want to enhance the popularity of products and brands, in addition to directly borrowing celebrity endorsements, there are also many new celebrity marketing methods.

For example, Lu Han took everyone to eat KFC every day, Yang Yang asked fans to sit in Suning's shopping cart together, and Yang Mi took everyone to change into the popular OPPO and TFBOYS turned into corporate ......executivesA variety of celebrity interaction methods have become an important territory for brand marketing.

However, whether it is a celebrity executive, or creating an event, or using a reality show platform to interact with fans, celebrity marketing is essentially to provide favorable publicity and promotion for brand products through its own influence.

But while we are familiar with the benefits of celebrity marketing to brands, we should also pay attention to many issues. For example, what should brands do when there is negative news about celebrities? In view of this, Mr. Dong Changde, the brand consultant of Tian Cexing, relying on years of experience in entertainment marketing, shared the following thoughts and suggestions for all brand owners who want to do star marketing.

Step 1: Choose the right star to work with.

Looking for celebrities to cooperate with is not simply relying on the celebrity's fame or popularity. The most important thing is to see whether it fits with the tonality of the brand product. For example, we can't find Fan Bingbing to endorse razors, because she is not the user of razors, even if Fan Bingbing's popularity is very high.

Similarly, we can't find Lu Han and Wu Yifan to be the brand spokespersons of Moutai, because the brand temperament of the two is too different. Therefore, finding the right spokesperson is a skill for brands.

Of course, if you can't find a suitable one, the CEO can also go into battle himself. From Alibaba's Jack Ma to Jumei's Chen Ou, the success of CEO endorsements has been confirmed. They are the group of people who know their products the most, and they are also the group of people who are relatively cheap.

After all, it doesn't cost much to endorse yourself.

Here, the case we have done in the past, "Pan Apple", is a good example. Founded in Beijing in 2014, Pan apples are made from Gansu Huaniu apples, which are sweet and watery, and take the route of high-end fruits, and have now become one of the representatives of Chinese apple brands. However, at the beginning of its establishment, its brand promotion did not go well.

At the end of 2014, Tiance and Pan Apple reached a cooperation in strategic consulting, brand planning and marketing planning projects. Our marketing team first reinvents its value, an apple, not only a fruit, but also a public welfare, a dream. Thus, Pan Apple's dream apple came into being.

After that, we invited real estate tycoon Pan Shiyi to be the spokesperson, and used Pan Shiyi's influence and popularity in China to spread and promote Pan Apple, and achieved great results on the basis of integrating online and offline channels. In less than a year, it has become a well-known brand on the same level as Chu Cheng and Liu Tao, and has become a brand awareness.

I have always found that many people always confuse marketing and sales, but in fact, the power of marketing is much greater than sales, and of course the difference is much greater. If there has been no performance breakthrough for three years, then hurry up and let go of sales, because sometimes the problem of sales is not something that sales can solve by themselves.

Difference Between Marketing and Sales.

1. The content included is different:

Marketing is a system, and sales are just one part of marketing.

Marketing includes: market research, marketing, brand planning, sales, customer service, etc.

2. Thinking from different angles:

Sales is mainly about attracting and finding customers with inherent products or services, which is a way of thinking from the inside out.

Marketing is customer-oriented, and how to effectively create customers as the first priority, which is an outside-in way of thinking.

3. The appeal of the result is different:

Sales is to sell products well, to sell existing products, to sell existing products well.

Marketing is to make the product easy to sell, is the marketing planning and promotion of the product, and the purpose of marketing is to make sales simpler or even unnecessary, so that the product can be sold better.

Shopping malls are like battlefields.

Sales is the battle of the combat troops under the premise of building a combat platform.

Marketing is like a war:

Department of Political Affairs - Market Positioning.

General Staff - Market Research and Planning.

Logistics Department - Market Promotion Support.

Equipment Department - Product development and improvement.

Army - Position occupation sales advancement.

Navy - Combat Assistance** Support.

Air Force - Market breakthrough communication and momentum.

Do you want to fight alone or in combination, if your Red Army can't only have millet plus rifles, then now see which war is not a game of comprehensive strength, if you still only have the army to conquer the city, then how can you have a chance of winning?

The difference between the two layouts:

Marketing requires us to determine the general direction and goals with a long-term strategic vision, and to achieve short- and medium-term goals with practical and effective tactical strategies.

Because marketing is a kind of thinking that transforms the internal environment of the enterprise through the external environment, it is more suitable for the market, so marketing is not only suitable for the long-term development of the enterprise, but also a market-oriented profit-seeking thinking.

Summary: The difference between sales and marketing is:

Sales is a kind of tactical thinking, focusing on sales force, focusing on sales skills and methods, and concerned about the sales of existing goods and the realization of sales goals.

Marketing is a kind of strategic thinking, centered on creativity, focusing on the establishment of a system that can continue to sell, and concerned about meeting the needs of customers and the sustainable operation of the enterprise.

The leap from sales to marketing is actually from:

Tactics to strategy, present to future, short-term to long-term, survival to perpetuation.