Star marketing effect

Celebrity endorsement, more is based on intuition and not real scientific data. For a focus on improving the investment income of marketing, it is still a bit like a black box with mystery.

Michael · Jordan really worth? Rui Alba · Mike Yi Tai? this is not how many in their personal property, but these known name and face for your brand, have much value. In this era of demanding marketing responsibility, people look forward to every investment can have higher returns, and celebrity endorsement also continues to be felt more than data. How to measure customer and advertiser's link between affective? of course, customer loyalty index and advertising tracking study can make you more or less aware of their effectiveness, but many marketers are still not in the stars and sales between direct link.

Why do so many companies still invests invited celebrities for their products and services to inflate? even some once avoided the attention of the popularity of voicing of celebrities — Robert · Dini · Laurent, Nicole Kidman, Brad Pitt, etc. — have · and several large advertisers. "Today we are witnessing the benefits of explosion," marketing assessment company CEO Steven · Titus Livius, said. The company mainly for marketing and advertising professionals with Q value opinion poll service, that is, a method used to measure the performance of celebrity and sports celebrities visibility and attractiveness of the generic method.

According to the intuition select Star

In order to be able to in the information environment zaoza in order to attract more eyeballs, some Marketing Manager tries to use q-value, electronic voting, online surveys, the target audience, and other means to make the choice of celebrities in order to find a more systematic and consistent with the right person for the brand. However, there are many still rely on the old, unreliable means: intuition.

7 years ago, when priceline.com select William · schattner as spokesperson, its approach is very old. "We didn't do any research," the Chief market officer Britt Priceline · Keller said, "that as a qualitative decision. We consider a few months later, the first person to circle in satna, our company founder Jim · Walker began talks with Saudi na business interests. "In a few months after the one-to-one talks schattner 1998 signed a contract with Priceline.

On Priceline and other companies, pick which celebrity do fad more instinctive, rather than the real scientific data. Whirlpool Corporation in order to promote the "human House" activities for advocacy Star (whirlpool for each establishment in the United States of "human House" are donated to a fridge, a stove), and France Advertising Agency Publicis and Allen · Walton entertainment company, to seeking and whirlpool brand value of stars. But the whirlpool brand marketing director Jeff · David radev recognized in 2004 and Rui Alba · Mike Yi Tai agency before neglect doing General Survey of the target audience. Select the "I feel should be on," David radev said, "we do not know until the effect is good, just out of a conviction made a try. ”

Using the Internet to choose star

Other marketing manager tries to use a network of this important tool to more in-depth research on customer relationships with celebrities, so try to minimize this. Earlier in 2002, due to the financial services industry in the struggle of the stock market and the "9 · 11" sequela stumbling, TD Waterhouse company decided to choose one to be able to give their client base into confidence. In order to find the right spokesperson, the company's new Chief Marketing Officer Janet · Hawkins and company advertising agency Cossette Post company had a brainstorm of cooperation, lists a 50 cent Star list, and then through the Q value and internal discussions on the list to 10 people.

However popular index does not reflect certain critical brand features, including reliability, loyalty and reliability etc. So Hawkins and her colleagues and an online market research company – Rhys interactive companies to start a Web filter. Hawkins said, online surveys and phone survey compared to allow participants to provide more detailed and thoughtful response. Open response can provide additional information. "Sometimes a celebrity's popular score may be very high," she said, "but in open comments, we will find that some people believe that celebrities are very extreme. ”

Constant adjustment company (United States Sara Lee branded apparel Group's flagship brand of underwear for 100 years) decided to choose Michael · Jordan is also leverages the network. Marketing staff to over 500 customers as a test group, and filter out with various groups of participants, they are broken down into a constant adaptation of customer and non-constant adaptation to customers, and to pay a certain amount of time. Participants at a number of celebrity photos and names, and are required to follow certain standards — such as the celebrity has a unique style or affinity, etc. — five points system to give them a rating.

Constant adaptation of brand communication director David · Robertson said that this result than simply uses the Q value is far more efficient. "We are very clear need to find a what characteristics, and Q value and does not reflect this," he said, "the Q value reflects the well-known and popular degrees, can be used as an actress and male vocalist of this kind of metrics. But Q value cannot be customized, but not as we hoped it would go. "Online surveys provide information you can in the constant adaptation of marketing the company's future activities as a baseline filter celebrities, have a more long-term interests.

Special Panel select Star

Liquid milk processing industry to promote the agreement will be omnipresent advertising slogan "you drink milk?", which appeared in a range of sports and entertainment celebrities and notable. The agreement will also use the network to create an online Youth Advisory Council, the main investigation, discovery, the creative potential of celebrity and collect feedback on existing advertising. The ability to continuously provide feedback to the offices in Chicago, this online form instead of the previous

Face to face with the target audience.

However, in General, Web-based survey method is also not likely in the near future, instead of the scene Panel. Marketers are still in use face-to-face survey methodology to better feel the consumer and the potential advocate emotional ties.

For example, the constant adaptation of marketing from its Web-based survey in carefully selected a few celebrities, and then create the entity model advertising, will the candidate who's who "in the context of its brand," Robertson said. Their first show to a group of consumers, and the entity model of advertising is to deny that they concluded that these celebrities, whether or not to believe these famous people will wear the apparel brand of constant adjustments, as well as the advertising scene is trustworthy. This process not only help the marketing department to make a final choice (they eventually chose Mary Lisa · Tome, Matthew · Perry and diamond · dimensional Ernst), but also help them decide which scenario is most capable of reflecting the personality of each star.

Focus group surveys often produce some unexpected results, and this result is not possible in other survey methods. For example, although Robertson thinks that only certain age would like Tome, but almost all ages have all favor Tome. "Some star might be 18-year-old man, but 45 ~ 54-year-old man is not necessarily," Robertson said that "Tome was welcomed by all people. I know she is popular, but didn't expect her popularity so intensely. ”

Panel survey in another benefit is the ability to both language and non-linguistic information, but this is the other survey methods. For example, survey participants often saw comedian Malone · wijns faces can't laugh. "He even doing nothing," Robertson said, "but people just can't wait to know what this guy. ”

Learn about Star marketing risk

Star marketing's biggest risk than the star himself. Even the most thorough background investigation may miss a hidden secret or personality, but these hidden things you might in the future in some bad practices. Maybe you can put this is called the "Kobe" effect, in 2003, Bryant · Brian was accused of sexual harassment and the ensuing lawsuit, dispute, Bryant has always had a good image of himself as more advertising Rep. But once there, his scandalous reputation destroyed, popularity decline than O.J. Simpson is also fast.

But the scandal and unfortunately not always be defiled star. United States billionaire Donald Trump got · bankruptcy is no lower his fame; Martha · Stuart fame nor because of his imprisonment and subject to little effect. Even so, those of the company in cooperation with star are always subject to conditions. "We always strive to ensure the tightness of the contract, to contain almost all of the possibilities," Visa USA advertising Vice President Nancy · Friedman said, "but there is some unexpected things happen, it is difficult to avoid. ”

Friedman have direct experience. When Visa company in November 2002 by Martin · Charlie · Xin Xin and appeared in a humorous television advertising, Visa does not expect the old Sheen will publicly opposed the Iraq war. Friedman knew the old Sheen may be a risk factor, but because the ad is too great, Visa has been reluctant to dismiss and, therefore, play in March 2003. Friedman said: "sometimes you dispute, you must work off to consider. ”

While some marketers as far as possible, and those in the past and even a little bit shameful experience of distance, but constant adjustment or choice has appeared in television series "friends" of Mathieu · Parry: he is very popular, popularity is high, but the abuse of alcohol abuse and misuse of prescription drugs is exposure also let him. "We must recognize that we are all people, you need to have the opportunity to turn over a new leaf," Robertson said, "but will always be at risk. You cannot control people's behavior, so you'll have to take a risk. ”

Measure star marketing effect

Star help sales activities of failure is obvious, but to measure star helps sales activity has more successful then it is not easy. As has become a cultural symbol of "you drink milk?" campaign, liquid milk processing industry to promote the Council of Chief Executive Officer of Corte · Griese like using such terms as the Council each year on advertising spend 6,500 million — about that Coca-Cola and Pepsi one quarter of the respective advertising — and tracking research showed that the "you drink milk?" this advertisement in memory effect and the beverage giant advertising are similar to those of memory effect.

The key to unleashing the use of the most popular star, at least in the case of this promotion. "Our goal is to keep milk fresh and modern feel, it is not possible to use the Star 5 years ago, or even a year ago will not be considered" Griese said: "our campaign is 10 years, and it is through this way we can keep the ' fresh '. In the fierce competition in an invincible position, this is an effective way. ”

TD Waterhouse companies adopted another way, the only selection Waterson as spokesmen have also made the same positive effect. Since Mr. Watson help sales activities, TD Waterhouse corporate brand awareness increased 3 times. And when the ads play, its popularity index rose; when to stop playing, popularity index would fall. This phenomenon enables Hawkins and her team have reason to believe that the advertisement is valid. Hawkins said: "we are now able to pass the same media content for more on our advertising and brand recognition. ”

Although the Whirlpool Corporation intuition chose Rui Alba · Mike Yi Tai as spokesperson, but the whirlpool in the measure of her influence on company performance is much more carefully. In the two sample market, HP's consumer loyalty index appeared in her "human House" advertisement starts playing after almost 6 months growth

Doubled; watching the TV ads to consumers, consumer loyalty index grew by 15 ~ 29%. Another better success indicators are: in the play the advertising area, Sears Mall HP sales increased 47% (this part of the growth in sales was due to the shopping centre owner in order to be able to obtain and Mike Yi Tai in the programme meet opportunities and competing campaigns).

If you take into account the content of the advertising film focuses on the "human family" and on the HP company only in response to, the above those data is even more impressive. "We must be careful to avoid the whirlpool brand messaging stuff to consumers," said David radev, "the key message is ' home ' how mankind affect people's lives, and Rui Alba happens to convey this information. ”

Therefore, whirlpool continues to cooperate with Mike Yi Tai is a matter of the scheme. Whirlpool's global agent France advertising group Publicis company's Senior Vice President John · Reynolds says, the key is to let consumers and brands to produce an emotional ties. "To let people on machines produce feelings is no easy job," he said, "but experience data prove that we did it. ”

Star marketing principles

Regardless of their ways to measure the results, marketing executives will emphasize not to place undue reliance on such celebrity game. With big names and high Q value score does not necessarily have to be converted to significantly improve performance. "Umma · seman fame is very large, but in the ' your drink milk? ' advertising results are unsatisfactory," Griese said, "people say she is too ambitious, it is difficult to achieve. "Instead, by virtue of an independent film Crouching Tiger, Hidden Dragon and famous Chinese actress Zhang Ziyi at the advertising effectiveness survey activities achieved a very good score.

"Making play an important role," Griese said, "Zhang Ziyi is dressed in beautiful Asian costumes, from a bottle of milk flashed. This design is great. "If the company's Promotion Council only considering Ziyi Zhang's popularity and popular degrees, then you may not use a relative unknown Zhang Ziyi. "You can test your own creativity," said Griese.

No matter how the star of the selection process, marketing executives have to keep in mind that, in the selection of the stars, to determine if you want to convey what brand of stars. In other words, information from the brand, and then select the pairing with the information. If marketers choose star, after determining brand information, their promotional activities is often reactive. "You can't say, let us choose the star to see what effect," Visa company Friedman said, "everything should be consistent with structured, does not have any effect. "Mu tring translated