Getting a celebrity to endorse your product or service can absolutely be an effective marketing tactic. It is one of the most effective ways to gain brand recognition. Finding the right celebrity for your brand is very crucial.That’s where great PR services come in…
The right celebrity adds a lot of value to your brand, but the wrong partnership can lead to devaluation of your brand. So, how do you determine if a certain celebrity is a good fit for your brand?
1- Identify their interests
It is crucial that your brand shares similar interests with the celebrity endorser. Before deciding on a celebrity, get to know what the celebrity is interested in or passionate about. Then, ask yourself if your brand shares the same interests, or does your brand address the celebrity’s interests?
Answering these questions will help you approach your future campaign. You can either leverage both party’s shared interests to add authenticity to the campaign, or the celebrity can show that your product addresses his/her interests.
2 – Right Audience
You need to also determine whether the celebrity’s existing audience overlaps with your targeted demographic. Moreover, you need to consider whether their audience is enough to make a big impact on your revenue to justify the cost of endorsement.
A celebrity endorsement is worthless if the celebrity does not have a strong following. You need to choose a celebrity with not only a strong following, but also a strong engagement with their followers.
Ideally, you want to single out potential endorsers with an engagement rate of at least 0.5 percent. The higher the engagement on each average post, the more likely the endorser’s followers will listen to his/her recommendations.
4- Endorsement history
Before you decide on a celebrity, make sure you do research on the celebrity’s endorsement history. You will have a better gauge of how your brand will be accepted by the endorser’s audience. Additionally, if your brand supports a specific cause, identify any celebrities who support the same cause.
A celebrity who supports the same cause will have a greater impact, as their audience will recognise the endorsement as authentic and it is more likely that they will try your brand for themselves.
To ensure a perfect fit for your brand, it is important to look at the celebrity’s overall public brand. Hopefully this helps you identify the right celebrity for your brand.