If you want your product to be popular among people quickly, find a celebrity spokesperson.
Major mobile phone manufacturers are also well aware of this. According to statistics, from 2016 to now, more than 30 celebrities have entrusted their appearance to mobile phones. However, as endorsement fees continue to escalate, the huge fan base of the celebrities targeted by manufacturers has disappeared.
It's an easy gold mine to dig.
The new gate of the fan economy Advertising industry says that when choosing a spokesperson, you must not only be well-known, but also have a good fit with the brand.
For example, Angelababy's good looks and confident partner focus on beautiful pictures for taking photos, Peng Yuyan's masculine temperament matches the young brand VIVO, Tian Liang's image of a good father meets the Little Gray student mobile phone designed to solve parents' worries, only by realizing star characteristics and brand
A high degree of unity of values ??can stimulate fascinating chemical reactions and double the value of communication.
From the perspective of fans, although they are willing to pay for products endorsed by celebrities, they are still more concerned about whether their idols will actually use the endorsed products.
For example, TFBOYE, a popular young group, endorsed a certain soap brand and promoted celebrity customized products. The number of reservations on the first day of the launch was less than 100. One fan who did not buy it said bluntly: "My grandma doesn't use that soap, how can she use my idol?"
Let’s sell it.” Celebrity endorsements must inspire a sense of identity if you want to make money from fans. Let’s take the above-mentioned celebrities and manufacturers as an example. The advantage of Little Gray’s student mobile phone is to capture the parents’ interest in the market segment.
The demand for control and protection functions of students’ mobile phones is growing day by day, and the targeted functions of “anti-addiction” and “website filtering protection” are the focus.
The public image of spokesperson Tian Liang happens to be that of a good father in a perfect family. His 9-year-old daughter and 7-year-old son are also in a period of high addiction to electronic products, and they need to use student mobile phones to protect their children's growth.
Based on this, Tian Liang's endorsement of Little Gray is from the perspective of parent users. This high degree of tacit understanding between star image and brand value is naturally more convincing.
The form of celebrity endorsement has gone through many detours in the early years.
For example, a certain type of actor + excavator, a certain singer + a fertility hospital, and the first-ever celebrity endorsement star Ronaldo + Golden Throat lozenges... These combinations are full of tricks, and you can't find any brands or stars.
Not only is it difficult to attract fans to spend money, but it has also been complained about as visual pollution on TV. Fortunately, the market has eliminated this form.
Identify the market context and invest in what consumers like. Spokespersons have a certain impact on product sales, but they are not the only determining factor.
In addition to using the fan economy and marketing creativity to add points to the brand, manufacturers should increase investment in technology and provide consumers with better and better services. Only in this way can they win real recognition from the market.