How To Choose A Spokesperson

In the era of rising attention economy, it is easier for people to understand consumer goods in the sense of "eye".

So, find a famous person, that is, the brand "image spokesperson" to convey brand information and attract consumers' "eyeballs". Ultimately, the brand image and brand awareness that the enterprise shapes will enable consumers to know and accept it as the most important marketing communication hand of business operators.

However, in practice, some enterprises have been successful, but many enterprises have paid a high price, but the effect is not obvious, or even get into trouble.

Both theory and practice require that operators must make an in-depth discussion on the role, choice and management strategy of brand image spokesperson in brand communication, so as to enhance the communication effectiveness of image endorser in brand communication.

In order to implement brand strategy, enterprises must first create brand awareness.

A celebrity should be invited to be the image spokesperson of the brand, which can graft the celebrity's personal image resources onto the brand. A good spokesperson image will greatly enhance the brand's popularity.

For example, in 1993, Gong Li appeared in the "beautiful" air conditioning advertising film, making the "beautiful" air conditioner famous.

In 2002, the charming Zhang Ziyi became the spokesperson of the famous cosmetics brand "Maybelline", which promoted the popularity of Maybelline cosmetics in China rapidly.

At the same time, today's era is an era of information explosion. Consumers have to contact a large number of advertisements every day, but most advertisements are ignored by consumers.

In the face of the besieging of hundreds of advertisements all day, the consumer has instinctively built a screen between the advertising information and its own senses.

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The brand image spokesperson should match the target consumers.

The brand is positioned in the market, and after selecting the target market, it also locks the target consumer group.

Whether the target consumer of a brand is aware of the chosen spokesperson is related to whether the advertisement or brand can arouse his intentional attention; whether he agrees with the recognition of his brand to a large extent; whether or not he trusts is related to his trust in the information provided by the brand spokesperson.

When buying decisions, consumers often ask themselves: is this brand suitable for me? The appearance and performance of brand image spokesperson is to answer: this brand is suitable for me, if you (consumers) like me, it is also suitable for you.

For example, the target market of "AD" calcium milk is children, so choose the little swallow with innocence and purity, Zhao Wei as the spokesman of the image, and the target market of Pepsi Cola is young people. Choosing Beckham's famous young star as the spokesman of the image can make the brand spokesperson and the consumers' social characteristics to be well integrated and easy to accept.

The personality of brand image spokesperson should be matched with brand personality.

Whether the image of the chosen spokesperson can be consistent with the personality characteristics of the brand is related to whether the image information of the brand can be pmitted well.

Brand personality is an invisible miniature of business philosophy and culture. Different personalities reflect different humanistic spirits and individual values.

The consistency between brand personality and spokesperson's personality is the key to optimize the effectiveness of brand communication. Only when the brand personality and the brand spokesperson's personality match accurately, can the identity of communication be recognized, and consumers will experience the brand's personality and connotation from the brand spokesperson, so as to effectively establish and strengthen the brand's position in the consumer's mind.

Such as the perfect combination of Baisha Group and brand spokesperson Liu Xiang.

Liu Xiang's personality ideal for flying is matched with the "flying" culture pursued by Baisha.

Liu Xiang's spirit: "what I want to do is prove my strength and prove that the so-called" racial quality "does not exist in track and field.

It is this pure spiritual realm that has made Liu Xiang.

This spirit is linked to the spirit of "flying for life" and "pursuing this life" advocated by Baisha, which has been working hard to promote the pursuit of humanity.

The two are all pursuing an extraordinary spiritual realm. This kind of "cultural attitude" on the mind, the concept of "flying" and the persistence of professional spirit, communicate the image of Baisha and Liu Xiang, and Liu Xiang's sunshine, self-confidence and health are exactly the pursuit of Baisha people.

Here, "my heart flies" and Baisha culture gained excellent combination.

The brand spokesperson should match the product (brand) type.

Different products have their own different characteristics and types. They must also choose and use different types of spokesmen.

Only in this way can celebrities be more conducive to effective endorsement of high psychological or social risk products such as cosmetics, jewellery and other luxury goods. Only in this way can experts be more suitable for products with high economic or functional risks such as special equipment, medicines, etc., while ordinary consumers are more suitable for daily products with low risk and high repetition, such as detergents and food products.

After choosing the brand spokesperson, the personal behavior and social evaluation of the spokesperson will affect the brand of the endorser in turn.

Especially as a spokesperson for public figures, its influence is even greater.

This effect may be positive or negative.

In order not to be damaged by the negative influence of brand spokesperson, enterprises must carry out image crisis management for brand image endorsement.

Many celebrity endorsements simultaneously endorse multiple brands, which directly affect their devotion to brand energy and loyalty to their endorsement brands.

Therefore, in the strategy of brand spokesperson, enterprises should avoid as many brands or celebrities as their own brand spokesmen as possible, and strive to be an exclusive endorser. Even if there are many brand endorsements, enterprises should emphasize the uniqueness, timeliness and interest of the endorser, and get the spokesperson's uniqueness as far as possible, and restrict the celebrity spokesperson's excessive use through the agreement, so as to ensure that the image of the product conveyed by the brand spokesperson is clear and consistent.

For example, Jordan's advertisements include Gatorade sports drinks, Hanes underwear, McDonald's restaurants, Nike sports shoes, Rayovac batteries, Wheaties Cereals, and global long-distance calls.

But for Jordan's endorsement, the audience is more aware of its endorsement of Nike shoes, the effectiveness of other brands is obviously far lower than the Nike brand.

The spokesperson of an enterprise always spends a lot of money, but often lacks the value of the spokesperson.

The role of spokesperson in many enterprises is to shoot advertisements, product catalogues and attend news conferences without linking up their brands, products and spokesmen's life and work.

Therefore, the management of corporate image spokesperson should make full use of celebrity resources and develop celebrity resources.