Shoe Enterprises Should Correctly Master The Law Of Celebrity Endorsement.

Although the first celebrity advertisement in the world appeared in the US in 1899, the choice of brand image spokesperson is still a problem.

Whose tears flew around the unseen Horse Boy, and then looked back at it again, and then faded out of the audience's vision. At this time, there appeared scenes of competing bidding on the TV screen, and finally the horse was sold at 10 times the original offer.

If there were TV technology in spring and autumn and Warring States period, China's first celebrity to do TV advertising would be a non Bo Le.

According to the Warring States policy, a horse that a friend can not sell can be regarded as a good horse because of the bole, and its price is ten times.

On the evening of September 13, 2007, NBA stars Yao Ming and Nash launched a charity auction dinner. Seven of them were starry, but the price was not enthusiastic.

This is too bad for fans watching the auction live through live webcast.

In the 6 million 500 thousand yuan raised that night, Huiyuan Group Chairman Zhu Xinli accounted for more than a half, contributed 4 million 600 thousand yuan.

His action prompted fans to even issue the "juice only Huiyuan" initiative.

This is the power of stars.

In the coastal areas where the private economy is very active, the owners of small and medium-sized enterprises are well aware of the truth. To quickly improve brand awareness and open the market, choosing a celebrity spokesman for the product is a good way to put in small and quick results.

Ye Guofu, the chairman of Guangzhou's largest girl jewelry chain, the company's chairman, admitted that the product has a spokesperson for the image, and consumers will be more relieved to buy jewelry and boost sales by about 30%.

One of his business friends was impressed by the great signing of BBK, Schwarzenegger, Sherry, Jet Li and other big stars as an image spokesperson. In his view, this brand image spokesperson can quickly lift BBK's corporate image to a new height.

However, celebrity spokesmen also have risks for brands.

In the midst of the 2007~2008 season, Yao Ming's injuries, such as "half-way", "blocking" Tang Wei and so on, have repeatedly prompted the risk of celebrity endorsement to entrepreneurs who are keen on this.

Yao Ming is not the first time to stop. Rockets coach Van Gundy has blamed Yao Ming's vulnerable "glass feet" on the poor quality of his shoes, which is not good news for his endorsement Reebok.

After Yao Ming's injury this season, Reebok seems to have prepared for it, and immediately launched an advertising campaign for Yao Ming, "Yao Li rally". The focus of media attention this time is Yao Ming's endorsement of Coca-Cola.

Obviously, Yao Ming on the athletic field will only drink sports function drinks. Whether Coca-Cola in life drinks Coca-Cola is unknown. And whether Coca-Cola will lead to calcium loose is not conclusive in science. But this does not prevent Yao MI from linking Yao Ming's foot injury with Coca-Cola.

After the "pornographic door" incident broke out, it also brought unnecessary trouble and damage to the brand that the star in which it was caught.

Some enterprises quickly terminated the endorsement contract, while some enterprises temporarily avoided the limelight. While riding a donkey to see the singing book, they still watched their nephew playing lanterns.

At the beginning of March, the State Administration of radio, film and television stopped Tang Wei's endorsement of POND'S's commercials, and brought tens of millions of losses to Unilever for the time being. The reckless calculation of Tang Wei's influence and the rapid expansion of POND'S's market share also failed.

Although the first celebrity advertisement in the world has appeared in the 1889, how to choose the brand image spokesperson is still a problem.

"Tears" is a good medicine for healing. The selection of stars as brand spokesmen can be weighed from two aspects of reliability and attractiveness.

Reliability can be subdivided into two indicators: credibility (trustworthiness) and professional (expertise). Attractiveness can be reduced to three indicators: attractiveness, respect and similarity (similarity). With this "tears" index system (Tears), the risk of celebrity endorsement can be largely avoided.

Trustworthiness is whether the star's daily words and deeds are consistent, whether the exterior and interior are like one, whether or not their actions give people a sense of trust.

This requires companies to pay attention to media coverage of their favorite stars on weekdays, and to inquire about this information through friends, star brokers and entertainment journalists.

Professionalism is the degree to which stars know their products and industries. The more knowledge they have, the more professionalism they have in this field, and the more convincing they are for consumers.

For example, at the Beijing motor show in April, Chan's knowledge of MITSUBISHI cars was very popular, which attracted the praise of consumers and media colleagues. His persuasiveness was slightly higher than that of other celebrities of car brand spokesmen.

Judging from appearances is the weakness of human nature. In a recent monograph published by an American economist, the rationality and necessity of extra taxation for beautiful women are discussed, because beauties always get more and better jobs and appreciation and tolerance of their superiors.

Handsome men and women have always been the favorite when choosing brand spokesmen.

The fact is that tennis star Kournikova has never won medals in any professional tennis tournament, but does not prevent her from getting tens of millions of endorsement contracts each year.

Whether the brand spokesperson's achievement in one respect can win people's respect is another important index to consider when choosing.

A joke illustrates this point vividly.

A publisher was at a loss for a lot of unmarketable books. Suddenly he flashed up and thought of giving the book to the president. So he broke the threshold repeatedly and finally sent the book to the president's hands. The publisher did not give up. He wanted to ask the president for his advice on books.

So publishers began to advertise, "the books that the president loves sells."

Books sold out.

The publisher didn't see the good news and showed the president another book that he couldn't sell. The president said impolitely, "this book is terrible."

Publishers also advertised: "the books that the president hate now are sold."

Unexpectedly, the book was still expensive, and it ran out at once.

The publisher continued his efforts to give the president third backlog books, and this time the president was too lazy to give him any comment.

The publisher also advertised: "the sale of books that are difficult for the president to draw the following conclusions is urgently needed."

As a result, the books were sold out.

Birds of a feather flock together. Whether or not a star has some similarity with potential consumers is an important option to choose when speaking to a spokesperson.

According to the survey, the phenomenon of same-sex attraction usually occurs in celebrity advertisements, that is, female consumers prefer female stars as brand spokesmen, while male consumers prefer men's advertising celebrities.

Similarity can be further divided from gender, age, occupation, personality, nationality and geographical area.

Enterprises are afraid of avoiding controversial stars.

However, in 1990s, some of the "bad boys" of NBA began to appear in the commercials of famous sports brands. These "bad boys" have achieved as much controversy as they did in basketball courts.

Barkley, the first "bad boy" appearing in Nike commercials, glared at the audience and said, "I am not an example."

Iverson, who entered the NBA finals in Philadelphia in 2001, began to change his consistent image of rebellious and no team spirit for a period of time. In December of the same year, Reebok signed with him. After half a year, Reebok got a completely different answer. He was accused of multiple charges, including suspected gunfire.

Seip Neville, the spokesman for another sports brand And 1, was attacked by his fans for his sneering at the coach when he was training. He was a fan of the controversy. In the advertising film, he announced that he had made some mistakes in the sports world. But I want to say that I have entered the NBA all star team for the three time. I think I am an American dream.

According to the analysis of the industry, sports brands are keen to invite "bad boys" as their brand spokesmen because these brands try to reach their target consumers, most of whom are urban men, young fashions, leading the trend, rebellious personality, and easily lead to bad evaluation.

The law of "tears can not be flicked" follows the "Tears" rule. Enterprises can take fewer detours in their brand spokesmen and eat less regret drugs.

In addition to measuring the reliability and attractiveness of stars, the following are matters that companies need to consider in choosing brand spokesmen.

The first is the consistency between the fans of the stars and the consumer groups of the brand.

Yu Xianhao, chief planning officer of today's wheat Lang food company, talked about why Ge You chose to be the brand spokesperson. The instant noodles are popular consumer goods. Ge You has fans in different age, gender, income, region and social strata. It is a popular Ming Star, and the audience has a high consistency.

Ma is a good choice for male white-collar workers in the workplace.

He once commented, "Ma Yun is not handsome, and he has no rich father, but he has succeeded; that is the Chinese dream.

If I can succeed, 80% of the young people in China will succeed. "

Because of this, he is the idol of many white-collar workers.

The two is the matching degree between brand image and star image, that is, the principle of "match each other" in brand endorsement.

Small products, big stars, as spokesmen of brand image, if there is no huge amount of supporting funds for marketing communication, consumers often remember the stars and forget their endorsement products.

Products that are mature or even in decline are not suitable for big star endorsements. This means that the cost of huge endorsements will be exhausted due to the upcoming delisting of products. On the contrary, signing small stars with rising popularity will effectively delay the delisting period of products.

The three is the saturation of celebrity endorsement brands.

Star endorsement brand is too much, its reliability is very problematic.

Liu Qiang, general manager of Blue Phoenix broking culture company, the most famous celebrity endorsement broker in China, believes that when signing stars, companies must avoid the same spokesperson and endorse multiple brands of the same product category.

The frequency of celebrity advertisements appearing in the industry is generally not more than three times a week in the same media, the first time it has attracted consumers' attention, the second has aroused consumer interest, and the third has contributed to consumer action.

Excessive exposure frequency can easily cause the audience's aesthetic fatigue.

The four is operability.

That is, whether stars cooperate with enterprises in online and offline promotional activities.

Some stars play big cards, which do not cooperate with the work required by the endorsement companies, and are not conscientious and responsible.

The five is the spokesperson's performance price ratio.

Liu Qiang believes that on the one hand, the performing stars will measure their popularity and estimate their own brand price by the media exposure rate, and the influence of the TV play and the cover of the fashion media are two important indicators.

On the other hand, companies sometimes unintentionally raise the price of the endorsement.

For example, some enterprises may entrust a number of companies to inquire for the same entertainer in order to get a low price.

Celebrity endorsements vary according to the industry and price.

Male artists have higher endorsement fees in medicine, liquor and other industries. Women's celebrity endorsement cosmetics and women's toiletries are relatively expensive.

The FMCG industry has low profit margins, and the cost of celebrity endorsement is relatively low.

A measure of celebrity endorsement value is the Q rate of stars.

Large enterprises usually entrust professional organizations to conduct consumer surveys when seeking brand image spokesmen, and calculate the Q rate of star stars, that is, popularity of stars is divided by the familiarity of stars.

Popularity refers to the percentage of consumers who choose "favorite" to account for the total number of five choices that are bad, good, good, and favorite. Familiarity refers to the percentage of consumers who have heard of the number of stars.

The six is the trouble factor.

People suffer from bad luck. There are also sudden troubles in the stars.

This is one of the most uncontrollable risks of celebrity endorsements.

Jiang Junyan, general manager of Pardo textile company in Wuxi, believes that unless the force majeure happens, the star will have an accident, and the enterprise can only accept it passively, because the enterprise has no right to interfere with the star's private life, nor can he restrict the personal freedom of the star.

What the enterprise can do is to terminate the agreement unilaterally and replace the spokesperson. However, the damage caused by the trouble happened on the star has already been formed and can only be adjusted slowly.

Blue Phoenix