How Should An Enterprise Choose A Celebrity Endorsement?

The essence of < p > a href= "http://www.91se91.com/news/index_c.asp" > star endorsement < /a > is to make use of the halo effect of the star, to connect a well-known, beloved, respectable and authoritative figure with specific products, grafted and linked, and pfer the former value to the latter.

There are three advantages of using celebrity advertising endorsement: 1, pfer the attention of celebrities to the attention of products, improve the degree of attention and popularity of products; 2, make use of the audience's love for celebrities, create the empathy effect of love the house and the black, increase the brand's preference; 3, strengthen the brand personality / image through celebrity's personality / image charm.

However, celebrity endorsement is also a double-edged sword. The good side is far-reaching, allowing enterprises to earn a lot of money, but the hidden risks are not necessarily obvious to ordinary businesses.

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< p > then, how to choose stars? How to create and create advertisements that match brands with celebrities? What questions do you need to pay attention to for celebrity endorsements? Let's take Chen Baoguo as an image spokesperson as an example.

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< p > < strong > how to choose a good star < /strong > /p >

< p > choose star brand, a href= "http://www.91se91.com/news/index_c.asp" > spokesperson < /a > be careful. We must consider its image, charm, popularity, affinity, trustworthiness, modernity, authority, popularity and other factors, and select appropriate stars according to the specific needs of enterprises and products.

Generally speaking, choosing stars should pay attention to the following points: < /p >

< p > < strong > 1, popularity should be prosperous, do not use air star < /strong > /p >

< p > popularity, which shows that fame is high enough to attract audience's eyeballs and even arouse public discussion, because people like fresh and fashionable things.

If you use an air star, it will not only be difficult to impress the consumer's heart, but also may bring negative effects to the enterprise. The spectators will wonder if the enterprise can not afford to star in the downhill way. What is even more frightening is that using the passing star may cause the audience to hate the house and the black.

Pepsi Cola is a frequent spokesperson. It also uses the most popular stars of the moment. It catches the audience's interest in being fresh and following fashion. It makes Pepsi take the lead and become equal to Coca-Cola.

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< p > strong > two, image is good, no problem star.

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< p > the image is good, including the appearance, stature and temperament of the outside. It also includes the star's credibility (such as mental outlook, moral character, people's affairs and so on).

Therefore, we should fully consider the credibility of the stars, especially for drugs and health products.

If the star's own image is unhealthy, there are scandals and scandals that will affect the effect of endorsement products. It will be difficult to ensure that the brand will not "cause trouble", because "good things do not go out, bad news travels for thousands of miles". Once the stars are exposed because of their work style and ideological problems, they will bring disaster to the brand that he endorses.

For example, the star of a certain star brought disaster to the brand mobile phone she had endorsed at that time. The brand was forced to stop advertising, which wasted a lot of money and missed the best market opportunity.

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< p > but then, there is no problem at the moment, which does not mean that there will be no problem in the future. Even if there is no problem before, it is necessary to make a good plan for the crisis.

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< p > < strong > three, match is good, do not pull farfetched star.

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< p > a truly successful endorsement is not enough to look at the popularity of celebrities. It also depends on the matching degree of stars and brands < a href= "http://www.91se91.com/news/index_c.asp" > /a >, where the matching degree refers to the star's image and personality matching with the brand's image and personality.

If the matching degree is good, the intangible brand personality can quickly seize the mental resources of the consumers. If the personality of the star is far fetched or even incompatible with the brand personality, then there is no need for cooperation.

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< p > Mengniu sour milk is quite matched with Zhang Hanyun. The target consumers of Mengniu yogurt are like girls like Zhang Hanyun. They like snacks, sour drinks, publicize their personalities and pursue themselves. Zhang Hanyun is the representative of this group. Her sour sweet and sweet is me and her yogurt's expression and movement, which deducts the brand image and personality of Mengniu yogurt, and has become the idol of young boys and girls.

When you hear that song, Zhang Hanyun will think of Mengniu yogurt; drink yogurt, and think of Zhang Hanyun and her song.

This advertisement has made great contributions to the success of Mengniu yoghurt.

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< p > if the star's personality and brand personality do not match, the information pmitted by the product and the information pmitted by the stars will conflict with you, thus disrupting the original cognition of the customer's mind, not only is not conducive to promoting the brand, but also eroding the established brand assets.

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< p > for example, ask Liu Xiang to endorse, he is the most popular sports star at present. Seeing Liu Xiang, people can easily associate with "flying and fast". Therefore, he endorses Baisha and China Post EMS, which is very suitable.

But he later said that it was not very good to say that he was wearing a western style suit. He felt like flying when he put on his endorsement suit. Others thought he had to put on sportswear.

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< p > from this point of view, Chen Baoguo's endorsement of the amino acid tablets in the year of the year is very good, because Chen Baoguo's image in the great house has been deeply rooted in the hearts of the people. He is loyal to the country, loving his father, loving his mother, filial piety, and having backbone.

His "loyalty and filial piety" is enough to impress many people, and the amino acid tablets of the year are filial piety and gifts to friends and relatives.

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< p > strong > four, repeat less, do not "superimpose" stars.

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Celebrities with high reputation and high concern tend to be reused and become spokesmen of multiple products. P

Like Zhao Benshan endorsed Xieri stop, ant Li Shen; Liu Xiang endorsed Coca-Cola, EMS, Baisha, Erie, Shanshan, LONCIN motorcycles; Gao Ming endorsed the forefront of Kang, ang Li Xin bang.

But its shortcomings are also obvious. When a star endorses a product for the first time, people will have the deepest memory and the strongest correlation, and the second products will use this star to "dilute" the original memory of consumers.

Therefore, we must be cautious about those stars who speak many brands, especially when their previous endorsement brands conflict with their brands.

Chen Baoguo has also endorsed several brands, such as five Valley Dao Chang, Guyue Longshan, and even his home. But because these brands have distinct boundaries, they belong to different industries. There is no conflict, contradiction and pressure. Therefore, it is understandable to invite Chen Baoguo to speak in the year of reunion.

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Besides P, it is worth mentioning that stars are divided into power groups and idols.

Generally speaking, if the brand and product of a company are healthy, steady and evergreen, it is advisable to choose stars such as Chen Baoguo. If brands and products focus on attracting young people, the fashionable new human beings should choose idol stars, such as Jay Chou.

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