STOCKHOLM--(market research tools.)--As brands increasingly look to appoint celebrity ambassadors to front publicity campaigns, it is essential they establish how these spokespeople resonate among their target audience, advises Cint, the global provider of
The explosion of celebrity culture across the world has led many companies to appoint a well-known face to raise awareness and promote their products and services. However, it would be wise to undertake market intelligence in advance of signing them up as it is crucial that the individual is appropriate and relevant for a brand’s target audience. Obtaining market insight in advance will guarantee the chosen celebrity representative is on brand, and will lead to increased awareness, loyalty and sales.
Bo Mattsson, founder and CEO of Cint, advises: “We live in a celebrity-led culture, which means the world’s most photographed faces are coveted by all number of companies, from sports brands to soft drink manufacturers. I would urge any organizations looking to pursue this strategy to thoroughly research how various individuals are perceived by their target audience. Consumers are savvy to marketing tactics and are likely only to respond to celebrity association if it is seen to be authentic and relevant.
“A number of brands have become synonymous with the celebrities that represent them, such as Roger Federer and Rolex and Natalie Portman for Dior. However, there have been examples of such partnerships backfiring, such as when Britney Spears was spotted drinking Coca-Cola when working with Pepsi, and Tiger Woods notoriously losing a number of his sponsorship contracts following allegations of misconduct in his private life.
“Signing up a celebrity is an expensive path, and it is essential to be sure you have picked the right person before allocating a significant chunk of your marketing budget. By using credible survey panels to reach out to your target demographic, you can obtain their opinions on which celebrities appeal to them, in a quick, effective and accurate way.”
For further information on Cint's products and services, including its pioneering DIY market insight tool, Cint Access, please visit www.cint.com.