If a familiar celebrity or public figure agrees to endorse your product or service, this can be a trusted and cost-effective way to promote your brand and increase public awareness. Product promotion is a traditional and highly effective marketing strategy that has the potential to broaden brand awareness and generate notable sales channels overnight, of course, if done right.
Product Support: What Does It Mean?
Product endorsement can be used as part of your brand management strategy. There is a lot involved in a sponsorship deal, so it is always recommended to enlist the help of a marketing agency that can help you properly support your company.
First, you need to establish what type of celebrity or public figure matches your brand. Who is your primary and secondary target market? What kind of ‘voice’ does your business have and who can accurately represent your brand and business to help promote brand awareness?
The next step is to find a celebrity who is willing to endorse your brand! This can be a difficult and challenging step as there are many celebrities who are continually being offered endorsement packages.
Product Support: Important Considerations
Aside from the above considerations, there are also many legal, business and regulatory considerations to take into account when trying to use your ‘brand ambassador’ to promote your products or services.
Issues to consider include licensing of image rights, as well as the use of product endorsements across various advertising platforms, including traditional offline marketing platforms along with more contemporary online marketing avenues such as social media. When you draw up a contract between you and your chosen public figure, all of these issues will be negotiated and agreed upon.
Advantages of Product Support
With the help of a celebrity or public figure you can:
• Improve brand awareness in a short period of time
• Change consumer attitudes about your products or services.
• Add a new perspective to your brand
• Improve brand management
• Give your brand a great competitive advantage
• Create long-term loyalty to a brand
• Boost cultural awareness on a global scale by using an internationally recognized celebrity
Product Support: Is It Worth It?
Despite the advantages, endorsement can be an incredibly challenging (not to mention expensive) online or offline marketing strategy to execute successfully. It’s essential that you find the right celebrity to endorse your products who has an ongoing positive reputation – otherwise you could have a negative influence on the products you endorse. Finally, it is also important that the celebrity endorsing your brand maintain their fame in order to maintain the integrity of the endorsed product.