Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Are Celebrity Endorsements a Viable Marketing Option? | Marketing Technology

Are Celebrity Endorsements a Viable Marketing Option? | Marketing Technology | Integrated Brand Communications | Scoop.it

Do celebrity endorsements work from Britney Spears, David Beckham, Nicole Kidman Ellen Degeneres, Catherine Zeta Jones, the Kardashians, Beyonce, Rihanna, and Donald Trump?

 

Celebrity Endorsement has always been seen as a viable option for companies to promote their products. Many companies believe having their products associated with a popular celebrity will help drive sales. Consumers seem unsure of their influence with 51% stating that celebrity endorsement makes little to no difference on their purchasing decisions.

 

While the ROI on many marketing techniques is measureable – ROI on celebrity endorsements can be more difficult to quantify. There are many potential benefits associated with celebrity endorsements but there are also many potential pitfalls that need to be monitored carefully.

 

These pitfalls are created when you rely solely on one celebrity to promote your product. The reputation of your company is potentially in the hands of one person whose image can change overnight as a result of some celebrity scandal. Is it really worth running this risk?

 

As a result of this, the success of celebrity endorsements vary greatly and it really is a case of some working and others not. The importance of choosing an appropriate celebrity is paramount to minimizing the risk of negative publicity for your company. It is worth keeping in mind that the risks associated with celebrity endorsement can never be nullified completely, and reacting to the negative impact of celebrity endorsement will need to be dealt with carefully.

This infographic from Sign A Rama Toronto provides you with the statistics on how influential celebrity endorsement really is, as well as the stories behind the successful and unsuccessful celebrity endorsements throughout the years.

Russ Merz, Ph.D.'s insight:

Do celebrity endorsements benefit brands? This age old brand strategy question is addressed in this infographic. The evidence provided may surprise you. 

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Personifying Your Brand: The Use of Brand Mascots on Social Media

Personifying Your Brand: The Use of Brand Mascots on Social Media | Integrated Brand Communications | Scoop.it

One social media marketing strategy that has grown in popularity is the use of fictional brand mascots to personify brands. But are brand mascots effective tools on social media, and should your brand have one? Studies show that brand mascots do resonate with customers, inspiring them to engage in conversation and share content. Mascots such as Flo from Progressive, the GEICO Gecko, and Tony the Tiger have brought significant social media success to their parent brands. By taking time to develop a mascot that truly personifies your brand, you too can cultivate a social media presence that reaches your core audience.

How Effective Are Brand Mascots?

First and foremost, how effective are brand mascots on social media? According to one study, they’re more effective than celebrities. Synthesio monitored social media buzz generated by both celebrity spokespeople and brand mascots and found that brand mascots, on average, contributed to a much higher percentage of that brand’s buzz on social media. While most celebrity endorsers only contributed to 3.19% or less of a brand’s buzz (with the exception of GoDaddy’s Danica Patrick), mascot endorsers ranked much higher. The Pillsbury Doughboy contributed to 22.14% of their brand buzz, the Aflac Duck scored 11.82%, Flo from Progressive captured 6.85%, and the GEICO Gecko generated 6.15%.

 

In addition to creating more buzz, brand mascots contribute to higher rates of Facebook shares. Another study found that for most brands, using a brand mascot boosts shareability significantly when compared to non-character visual content. For example, the Charmin Bears contributed to 585% more shares, Tony the Tiger led to 279% more shares, the Keebler Elves led to 203% more shares, and Mr. Clean led to 182% more shares. In the study, only two brands were associated with negative shareability: Travelocity’s Roaming Gnome and the Jolly Green Giant. Photos of delectable food and exotic travel destinations performed better than mascots for these two brands.

 
Russ Merz, Ph.D.'s insight:

An excellent review of #brand mascots and their effectiveness as spokespersons for the brand's values. The article begins with some stats from recent research findings, and then provides 14 lessons from many well known brand mascots. This is a keeper for future reference.

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Tim Blais's curator insight, October 14, 2014 8:52 AM

This article discusses the emergence of brand mascots and how they are becoming a popular trend for more and more companies.  The success of Flo from Progressive, the GEICO Gecko and Tony the Tiger have made the use of brand mascots much more common in todays market place. The article discusses how the brand mascot is effective. Studies suggest that a brand mascot is more effective for a company than a celebrity. This is a considerable statement because past marketing techniques acquired celebrities to help sell their brand, today, a brand mascot can do the job better.  Another study that measures “Brand Buzz” says that the Pillsbury Doughboy contributed to 22.14% of their brand buzz.  Brand mascots also help companies perform better on social media, for instance, brand mascots help produce more shares on Facebook when the company has the ability to use a brand mascot character.  Brand mascots work for a number of reasons; particularly they have a strong ability to relate with a core customer who finds the same values with a particular mascot. Mascots also “encourage conversation, executives simply do not.” Brand mascots are very important on social media because the help sell your products in a softer way. Simply stated, “Mascots provide a more effective voice through which to promote your brand while engaging customers, rather than doing one or the other.” The article proceeds to analyze 14 brand mascots. Each mascot has something different about them that enable them to stand out from competitors and reach the core values of their most desirable customers. I believe brand mascots are a great way for a company to engage with its audience/customers. Brand mascots help a company put a face to their name. Before brand mascots you couldn’t imagine a company in your mind, but today with mascots such as Flo from Progressive, our minds immediately think of her. This all ties into one of the key components of marketing, brand loyalty and brand recognition.