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Hey Mariam. Your question presupposes a distinction between traditional options and endorsements. I see endorsements (by celebrities or whoever) as just another creative tool within the context of your total message - quite like a promo claim, a consumer incentive or a headline that really hits home. In other words - a tool to give your essential message an extra burst of relevance from the POV of your market/consumer. Now if the question was - is it okay to use celebrities in your communication, my answer would be - why not? The success of 'influencers' (of all shapes and sizes, from micro to macro) on SM today bears out my point. Of course, like any other discipline, there are checks and balances that are essential to follow while using celebrities but that's a discussion for another day.
Hi Mariam,
Good question.
It depends on the product / brand you are marketing.
If the product / brand has a suitable celebrity who goes with the theme of the brand, and supports similar cause or objectives, then you can consider to use a celebrity within your budgets. This works best when you have a brand which supports a social cause or for corporate social responsibility, and a celebrity which represents similar social cause can be a good fit and consumers will accept your marketing communication.
If it is for a commercial product, then you may need to go in for a mix of traditional and modern digital marketing mix which is more suitable for your requirements.
Regards.
When I choose a celebrity to endorse my product, I put my product reputation in risk, those people who doesn't like my choice will not buy it, those who already customers but hate the celebrity will stop buying it. I am already losing prospects and customers plus, I paid money for the celebrity to market my product.
I will go the traditional way.
If the celebrity fits company brand image and it's budget, then use celebrity to catch attention.
