Celebrity Endorsement.

If a product or service is strategically designed and the customer feels delight after using that product or service and the if the experience is incomparable with the peer competitors than customer marries product/service.

To create and deliver a product/ service which is loved by the customer, the deliverable has to be unique, designed and developed keeping customer interest in mind and should be difficult to be copied/replicated by the competitors. If right strategies are followed for the product design and delivery then the brands can prevented themselves from turning to commodities.

There are lot many similar products (in hot drinks, electronics, sports gear etc), competing for the same customer segment, with there products being identical and compatible to each others in terms of price, quality and customer experiences. To distinguish themselves from there competitors they are forced to endorse celebrities for there marketing campaign as a result of which there final cost of product increases.

A close observation to the brand endorsement will revel that the celebrities keep on changing (take example of legendry golf player) based on the face value. It doesn’t really add much to the quality and deliverable of the product if “xyz” is brand ambassador for that and neither it is affected if “xyz” is replaced by the someone else.

The deliverable of company remains same and neither does it add any value to the customer by endorsing a specific celebrity.

One company (communication Industry) strategically entering into new mode of advertisement by using “zoozoo” (Dummy but live characters) for advertising its products and services. The benefit the company has in long term and short term are:

1. The company need not have to worry for endorsing celebrities as the character can be performed by anyone and everyone.


2. The advertisements are of low budget.


3. The advertisements are highly recognized and are to the target(delivering the message clearly).


4. No voice over effect is used, so dependency to a specific person voice is minimized.


5. Being low cost the company can by additional slots of the advertisement time.
   

You will also like to read Tiger Woods and the Coming Decline of Celebrity Endorsements