I have over the
years taken pains to read more about our so called celebrities in the
entertainment and showbiz world. Whenever I read a piece on such
celebrities, I find their portrayal in the pieces of information about
them shocking. Only last week, I read about an actress who said she
flaunts her breasts as the only way to express gratitude to God. Others
are divorced, while some are involved in questionable deals.
Who are
celebrities? It is saddening that in Nigeria, the word ‘celebrity’ is
only limited to people in showbiz, entertainment, music, fashion etc.
However, to me, celebrities are people who have made their marks in
their chosen fields of human endeavour without necessarily having their
private lives splashed on the pages of newspapers. They even make more
impact in promoting brand values and influencing consumers.
A good case in
point is the Intern Reality Show sponsored by Bank PHB where a leading
Advertising practitioner and towering role model, Biodun Sobanjo, was
the moderator. Mr. Sobanjo’s personality rubbed off positively on the
brand and its initiative due to his inimitable clout within the
industry. Several people indicated interest in the programme when he
was announced as the anchor person. This is one man who has proved his
mettle in his chosen field.
Celebrity
endorsement remains a popular tool for marketers; its relevance is
increasing over the years as marketers acknowledge the power of
celebrities in influencing purchase decisions of consumers. This can
bestow special attributes upon a brand. A celebrity can indeed be a
powerful tool in promoting a brand, as s/he brings distinct identity
and added value to it.
However, there
should be a link between the brand and the celebrity. In the case of
Sobanjo, his personality clearly matched the brand, as young men were
tutored on how to make boardroom and business decisions. His own skills
in these were key parameters which qualified him for the task.
It is important to
reiterate that the popularity rating of Bank PHB Intern Show increased
considerably with the presence of Sobanjo, who is synonymous with a
great deal of business acumen and professional expertise. Companies
should see this as a good way to make use of celebrities in enhancing
brand image. There was a higher degree of recall for the intern show
and it equally enjoyed mass appeal while it lasted.
These and many more
are the advantages of celebrity endorsements that are done the right
way. It was also a good public relations campaign for Bank PHB, as the
bank cannot be rated amongst the leading banks. The programme sustained
the visibility ratings of the bank and promoted favourable perception.
There is another
instance of a juice brand that made use of a popular actor, which to me
is not a match for the brand. This is because the celebrity was
situated within the context of fun, entertainment, and excitement for
children. The personality of the celebrity has never been synonymous
with relating with children, even though the area of fun in home video
is noted. Such a brand needs a celebrity that has consistently
associated with children, to influence young ones to connect to the
brand.
Despite all the
enormous benefits of celebrity endorsements, brand managers should be
wary of some celebrities. The fact is that while companies need
celebrities to promote their brands, there is the need to exercise a
great deal of caution. Some celebrities may derogate after endorsing
the brand. There can also be inconsistencies in their professional
ratings. They are human too, and can also create image problems for the
brand.
When the right celebrity is sourced for the brand, it leads to
instant brand awareness, as celebrities define and refresh brand image.
