Those of you who have heard me present will remember my position on the effectiveness of celebrity endorsements. A waste of time and worse, money. Lazy markeing.
“Make your brand the hero, don’t buy someone’s reputation and put your product next to it hoping some of it will rub off” is my sometimes seen as controversial line. Which often gets a reaction as Celeb endorsements are such stock in trade for so many brands and agencies.
“Take the money you would be wasting on the Celeb and invest it in doing something remarkable for your customers” I propose instead.
Well here is some research to back up my position When asked “When you see a Celebrity in a product advertisement does it make you? ” 78% say no effect and 12% say less likely ie 90% of people say it either has NO effect or actually makes the LESS likely to buy the product.
Lest for one moment ignore the total waste of budget and effort on a campaign that has no effect and just look at the people that it does effect.
If 12% say LESS likely and 8% say MORE likely – the net effect of the campaign is a market 4% LESS likely to buy the product.
You would be better off going to beach / golfing and giving the money to charity than running the campaign.
So – STOP IT already.
Though the media feeds consumers a constant stream of minutiae about celebrities’ private lives, and celebs who Tweet seem to have legions of avid followers, a new study of LinkedIn users by AdWeekMedia finds that most US consumers say they are not at all swayed by celebrity endorsements of products.
When respondents in the survey were asked whether the presence of a celebrity in an ad makes them more likely, less likely or neither more or less likely to buy the product, nearly 8 in 10 (78%) said it doesn’t sway them one way or the other. In fact, only 8% said the presence of a celebrity spokesperson makes them more likely to buy a product. This compares with a significant 12% who actually say it makes them less likely to buy a product.
Additional findings by demographic group:
- Older respondents are especially likely to reject celebrities as spokespeople. Nearly one-quarter (24%) of those ages 55+ say seeing a celeb in an ad makes them less likely to buy a product, vs. just 4% saying it makes them more likely to buy.
- Men (15%) are slightly more likely than women (11) to say a celeb deters them from buying a product.
- 20% of business owners vs. 11% of people with jobs in the “management” category say the presence celebrities in ads make them less likely to buy.
- While 19% of survey participants in “creative” roles said a celeb in an ad makes them less likely to buy. This compares with 8% saying it makes them more likely.
A recent survey by Harris Interactive found that Americans do not consider the occupations of actor, entertainer and athlete to have a great deal of prestige.
About the survey: The survey was conducted online in July among a sample of 4,778 LinkedIn users.
