Use a celebrity for your branding?
Welcome to another discussion on creative marketing, straight from the inner workings of my squirrel brain and 35+ years of advertising-design experience. This month’s topic was born from a call into a radio show I was listening to driving home. I’m paraphrasing here:
RADIO HOST: Welcome caller. What’s your question regarding celebrity endorsements?
CALLER: I’m tired of seeing famous people in the media endorsing products such as gaming, online sports gambling, etc. Celebrities shouldn’t be used in ads as they do it only for the money and it only hurts people. These folks are the reason for all of society’s problems such as drug and alcohol addiction, mental illness, crime, etc. They not only harm the vulnerable but also influence children. Companies and their advertising agencies are to blame, and they should be punished and held accountable for the damage they cause.
RADIO HOST: Okay. Next caller.
Hold it right there! That was the host’s reply! Even a sarcastic “thanks for your viewpoint but not all celebrities are into it for the money and fame” could have engaged more discussion and brought to light the positive side of celebrity endorsements. After all, there are many celebrities who promote brand awareness for good. Their status brings about action to create positive change and awareness. I have been fortunate to work with such folks in my career. Paul Brandt, Mark Giordano, and Trevor Linden come to mind.
These folks, as well as unrecognized celebrities, were in it for the cause, not the glory (although it does help their brand awareness). Climate change, animal cruelty, homelessness, hunger, and physical disability are just some causes that have gained brand awareness from a celebrity endorsement.
Regardless, the ROI from using celebrities pays dividends for a brand. Sure, there are celebrities who do it for the money. Nothing wrong with that. They worked hard to build their reputation and are being hired for their skill or talent. Their clout may just make customers open their wallets to help. If Ronald McDonald asks me to donate at the till when I’m having a “junk food” day, I’ll donate to help a cause.
Most business sectors come with their own celebrities which whom one would not recognize unless part of that industry genre: home building/renovations, cooking, fashion/music style. I’m sure in your profession, there are some you would not have considered as celebrities. You’d be surprised if your competition wasn’t promoting one in your field of work. If not, be the first.
Celebrity endorsements are part of building one’s brand and you can utilize this tactic in your own business’ awareness. Of course, celebrity status is open to debate. It’s risky if your “celebrity” attracts bad publicity down the road but that should be part of your plan when choosing one.
A celebrity doesn’t have to be A-list, they could be a well-recognized local customer of yours, a social media influencer, a community leader, etc. If there is a connection to your brand, it’s worth considering. Why not create your own celebrity? Mickey Mouse, M&M guys, the Energizer Bunny, come to mind. Keep an eye on Swamp Donkey’s moose, Alberta Distillery Trail’s “Kernal” (unofficial) and Skuzzy. I’ll save the non-human “spokesfolks” topic for another article.
Cheers, mark.
