Meet JOE
Celebrity Endorsements                 Hmm!
Sexy Dancer Legs
• Ensured Attention – PR coverage – Higher degree of recall                15-20                 million $!
• Rejuvenating a stagnant brand  – Compensate for lack of innovative ideas.
• Mass Appeal – Psychographic Connect – Demographic Connect
• CO-Creation
There are risks...                Hmmmm.....                .
• The vampire effect                       What brand was she                       promoting again?
• Mismatch between the celebrity  and the image of the brand
• Multi brand endorsements by the same  celebrity would lead to overexposure  – Celebrities endorsing one brand and using ...
• Cost
• The reputation of the celebrity may  derogate after he/she has endorsed the  product.  – Inconsistency in the profession...
In the end people always forget...
So Does it Work?According to Adweek...           4% 78%               18%   BUT
BrandAwareness/Equity
YouTube Celebrity Endorsements                   Hmm!
• Cost –Promotional tactics                        Promo Codes +                          Discounts          Contests
• Specified Target audience  – More relatable and trusted by    consumers  Companies only selling online   New and startin...
• Measurement of success –Feedback                   11, 038,984                     Views!
• Less Risk – Can pull out without being noticed – Can use multiple Youtube celebrities
There are risks...•   http://www.gurugossip.net/t394p175-bad-experience-with-products-gurus-rave-about
• Youtube personalities must state that  the product was endorsedJuicy Tuesday                                Fowler Sisters
• It stays on YouTube                        Forever...
So Does it Work?According to my own research...           55% 6%                 39%           BUT
Increase Sales/ Gain new consumers to      try it out
The ultimate product: The ClarasonicStep 1        Step 2         Step 3                                 Step 3
A Company's Perspective on whether to use Celebrity Endorsement vs Youtube Endorsement
Upcoming SlideShare
Loading in …5
×

A Company's Perspective on whether to use Celebrity Endorsement vs Youtube Endorsement

966 views

Published on

The Pros and Cons of A Company's Perspective on whether to use Celebrity Endorsement vs Youtube Endorsement

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
966
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Meet Joe
  • Wmv
  • http://internationalentertainment.blogspot.com/2011/10/viva-glam-spokesperson-lady-gaga-and.html
  • http://blogs.wsj.com/speakeasy/2011/08/16/abercrombie-and-fitch-offer-to-pay-the-situation-to-stop-wearing-their-clothes/
  • When a product or service is endorsed by a celebrity, more than three-quarters answered that it has no impact on their intent to buy,” Adweek reports. “Just 4 percent said it makes them more likely to purchase.”And when consumers get up to retirement age, celebrity endorsements can actually work against a product, according to the poll. For those 55 and older, 19% noted that a celebrity endorsement might cause them to not buy a particular brand.http://www.brandchannel.com/home/post/2011/06/14/Celebrity-Endorsements-Study-Adweek.aspx
  • Contracts are very short
  • http://www.xconomy.com/seattle/2011/03/30/lady-gagas-favorite-seattle-tech-startup-clarisonic-cracks-big-time-with-100m-sales/2/
  • A Company's Perspective on whether to use Celebrity Endorsement vs Youtube Endorsement

    1. 1. Meet JOE
    2. 2. Celebrity Endorsements Hmm!
    3. 3. Sexy Dancer Legs
    4. 4. • Ensured Attention – PR coverage – Higher degree of recall 15-20 million $!
    5. 5. • Rejuvenating a stagnant brand – Compensate for lack of innovative ideas.
    6. 6. • Mass Appeal – Psychographic Connect – Demographic Connect
    7. 7. • CO-Creation
    8. 8. There are risks... Hmmmm..... .
    9. 9. • The vampire effect What brand was she promoting again?
    10. 10. • Mismatch between the celebrity and the image of the brand
    11. 11. • Multi brand endorsements by the same celebrity would lead to overexposure – Celebrities endorsing one brand and using another (competitor)
    12. 12. • Cost
    13. 13. • The reputation of the celebrity may derogate after he/she has endorsed the product. – Inconsistency in the professional popularity of the celebrity
    14. 14. In the end people always forget...
    15. 15. So Does it Work?According to Adweek... 4% 78% 18% BUT
    16. 16. BrandAwareness/Equity
    17. 17. YouTube Celebrity Endorsements Hmm!
    18. 18. • Cost –Promotional tactics Promo Codes + Discounts Contests
    19. 19. • Specified Target audience – More relatable and trusted by consumers Companies only selling online New and starting companies
    20. 20. • Measurement of success –Feedback 11, 038,984 Views!
    21. 21. • Less Risk – Can pull out without being noticed – Can use multiple Youtube celebrities
    22. 22. There are risks...• http://www.gurugossip.net/t394p175-bad-experience-with-products-gurus-rave-about
    23. 23. • Youtube personalities must state that the product was endorsedJuicy Tuesday Fowler Sisters
    24. 24. • It stays on YouTube Forever...
    25. 25. So Does it Work?According to my own research... 55% 6% 39% BUT
    26. 26. Increase Sales/ Gain new consumers to try it out
    27. 27. The ultimate product: The ClarasonicStep 1 Step 2 Step 3 Step 3

    ×