It is no secret that the way people are consuming media is vastly different now than it was in the past. In this video, Catherine Roe, Head of Consumer Packaged Goods (CPG) at Google gives a seminar on how marketers must adapt in order to reach their consumers in these ever changing times. Roe emphasizes the need for marketing firms to go “mobile first.” Retailers who are not advertising on mobile devices are currently at a huge disadvantage. The fact is that most people will realize that they have lost their phone before realizing they have lost their wallet…or their child. With such an important device, companies need to get going or get left behind when it comes to mobile marketing.
I am not ashamed at all to admit that I am the biggest Taylor Swift fan you will ever meet. You may have heard that Taylor is the new spokesperson for Diet Coke, so what does this mean for me? Will I suddenly start switching my coveted Dr. Pepper for Coke to be more like my idol? What I am really getting at here is asking is what is the point of having celebrities endorse products? Is it really effective?
I found an interesting article on the subject that claims that the key to having successful celebrity endorsements is to make sure to find the right fit between celebrity and brand. That is, the media perception of the celebrity should match up with the customer perception of the brand. They use Ashton Kutcher for Nikon as a good example of this concept done well. I’m not so sure that Taylor Swift is the perfect fit for Diet Coke, but I’m no marketing expert.
Another interesting point made by this article is that on average, companies who use celebrity endorsements see a stock increase of .25%. Also, according to Advertising Age, “sales can increase up to 20% when endorsement starts.” So maybe these endorsements really are a good way to go, I guess we can find out by watching Diet Coke sales with the help of Taylor Swift.
Read more on this topic at http://hollywoodbranded.com/are-celebrity-endorsed-products-worth-it