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Star Selection Rule Of Star Marketing

2008/8/20 16:30:00 30

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Star Marketing Marketing Strategy Star Endorsement

Generally speaking, product development can be divided into four stages: introduction, development, maturity and recession.

Similarly, stars also have their own growth curve that is starting, famous, stable and outdated.

Therefore, to choose celebrity endorsements, we should see clearly the development stage of the stars, follow the evaluation principle of "three wants and three not", and carefully choose celebrity endorsements.

Be a star

When the stars are popular and highly concerned, enterprises can sign up to become popular stars, so that they can get popularity of celebrities and enhance brand awareness and market sales in the short term.

Of course, when the star is hot and expensive, there is no certain strength of the enterprise.

To "potential share" star

For small and medium sized daily chemical enterprises, we may choose those potential stars who are in the rising stage.

Such stars may be the two or three line stars at the moment, but their careers are rising rapidly. It is very likely that they will become the first and even superstars because of the success of a TV play or an important event.

Coca-Cola grabbed the low price before signing the 2004 Athens Olympic Games. Liu Xiang can be called the classic of star endorsement history.

However, it is impossible to predict the possibility of choosing star "potential stocks".

Therefore, enterprises should have an effective star evaluation system to reduce the risk of selection.

A popular star

Celebrities do not deserve fame and popularity, and they can be accepted by most consumers, or at least not offensive.

Fame can bring high attention and good popularity can bring positive attention.

The combination of celebrity fame and popularity can make the target consumers feel good and purchase the products of celebrity endorsements.

Recently, "three yuan" milk asked Ge You to endorse, and the slogan of "three yuan and popularity" was popular among the people, which explained the brand concept of "three yuan" to serve consumers well.

Don't be a star.

Even if their brand image is aging, they are rather weak in competition, and they can not save money and find cheap stars. This is to admit that they are going downhill, making it hard for them to recover popularity.

Don't be a short star

When considering stars, enterprises should not only watch stars for a while, but also understand their potential for long-term development.

Those stars who rely on speculation and fame are bound to be short-lived.

Choosing short-lived celebrity endorsements, brands also give short life associations.

Don't be a superstar.

Unless you are a brand with enough personality, you only want to fight for some other niche market instead of offending most of the rest.