Posts Tagged ‘gossip’
celebrities
August 27th, 2010 | 
Author: celebrities
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Cult of the Celebrity - Exploring the implications for effective consumer packaged goods branding
Scope
Detailed analysis documenting the drivers behind the accelerated interest in, and popularity of, celebrities Insights into how and why celebrity remains a powerful tool in a marketing context, along with assessments of its limitations and challenges Strategic conclusions and actionable recommendations on effectively harnessing the power of celebrity endorsement and branding Global scope countries covered: France, Germany, Italy, Netherlands, Spain, Sweden, UK, US, Australia, N. Zealand, Japan, China, S. Korea, India
Highlights
Voyeurism has achieved a level of acceptability and marketers need to meet consumers' needs for accessibility and information on celebrity endorsee. This is expressed through the very aggressive expansion of the market for explorations of celebrities' lives and the range of media that has evolved to answer demand Research shows that celebrities and athletes are the least trusted of all company/brand spokespersons. Despite this, millions of dollars are continually invested in such endorsements The concept of celebrity has transcended attachment to individual people and become attached in some cases to actual products. For example, personal technology has become dominated by products that have effectively achieved celebrity status themselves actual celebrity endorsement is not even necessa
Improve your marketing effectiveness: understand best practice principles in celebrity-led marketing and the societal trends relating to this Ideation and inspiration: spark new ideas by learning from innovative examples both within and outside of the FMCG industry Improve your decision making: celebrity-backed campaigns can be costly; use this report to understand the new tactics required to achieve success.
Table of Contents :
Overview 1
Catalyst 1
Summary 1
TABLE OF CONTENTS 2
Table of figures 3
THE FUTURE DECODED 4
TREND: The cult of celebrity has risen to a new level of prominence in recent years 4
Accessibility has redefined the relationship between consumers and celebrities 4
Reality television has made it easier for consumers to identify with celebrities 4
The rise of the cult of celebrity has been epitomized by the emergence of ""nonebrities"" 5
Celebrity gossip magazines have been a visible expression of the fascination with celebrity 6
The Internet offers unparalleled access to celebrity information and can create its own celebrities 6
Increasingly detached, cocooning consumers connect through celebrities 7
""Hiving"" consumers are consuming and sharing celebrity related information 8
Consumers seek escapism from everyday life through celebrity watching 8
Celebrity watching has become a surrogate for family relationships 8
Celebrity Worship Syndrome has become an accepted condition 8
Key take-outs and implications: marketers need to meet consumers' needs for accessibility and information on celebrity endorsees 9
TREND: Celebrity as a marketing tool remains powerful but faces challenges 10
Celebrities in advertising rate more highly than non-celebrities in a similar context 11
Celebrity endorsement elevates awareness of, trust in and persuasiveness of brand messages 11
Celebrity is a projected image easily attached to brands 12
Consumers' ability to identify with celebrities drives their value to marketers 13
Consumers view celebrity endorsement as less effective than retailers do 13
Celebrity-based marketing and branding continues to face several core threats 15
Key take-outs and implications: celebrity's greatest strength to marketers is the ability to grab attention 15
INSIGHT: Successful celebrity endorsement and branding depends on credibility and authenticity 16
To be successful, the personality of the celebrity must be in sync with the personality of the brand 16
The best endorsement deals equate the product with the appeal of the celebrity 17
Authenticity is key to celebrity-based marketing being effective 17
Celebrity-created brands are at the peak of credibility 18
Association with strong celebrity created brands can generate a halo effect 20
Best practice examples of celebrity marketed brands 20
Key take-outs and implications: Consumers expect authenticity and quality - celebrity endorsement is not an acceptable substitute 22
INSIGHT: ""Celebrity Fatigue"" is affecting the marketability of endorsed brands 23
Consumers are weary of overexposure of celebrities and proliferating celebrity brand extensions 23
Celebrity marketing to children is meeting increasing opposition 23
Key take-outs and implications: consumers are nearing saturation point with celebrity-based marketing 24
INSIGHT: The cult of celebrity has migrated from individuals to actual products 24
Why is this happening? 24
Participation and interaction define consumers' relationship with ""celebrity"" products 25
Key take-outs and implications: brands are transcending the need for humanizing endorsers 26
ACTION POINTS 27
ACTION: Ensure celebrity endorsement is built on a foundation of solid product ideas 28
Back up celebrity marketing with strong sensory attributes 28
Ensure celebrity endorsees are in sync with core product ideas and values 29
Controversial figures are not necessarily bad for business 29
ACTION: Offer glimpses into celebrities' personal lives 30
Accessibility and direct contact can reinforce the brand messages of both the celebrity and the product 32
ACTION: Exploit the continuing growth in ""branded brands"" 32
ACTION: Bring celebrities into the boardroom to add credibility 33
ACTION: Tap into the next generations of celebrities - experts and ""celebrity"" products 34
Example: within personal care, ""Doctor Brands"" represent the next wave of high credibility endorsements 34
Learn from the example of products that have achieved virtual celebrity status 34
Make celebrities want to be seen with your product 35
APPENDIX 36
Methodology 36
Further reading and references 36
Ask the analyst 36
Consulting 37
Disclaimer 37
List of Figures
Figure 1: Celebrity marketing is driven and inhibited by eight key factors 10
Figure 2: Consumer responses (% of total) to celebrity versus non-celebrity advertising in terms of awareness, likeability and overall liking/reaction to advertising 12
Figure 3: Consumer reactions (% of total) to celebrity versus non-celebrity ad messages 14
Figure 4: Authenticity is built on six core attributes 18
Figure 5: Celebrity-created brands case study: Sammy Hagar and Cabo Wabo Tequila 19
Figure 6: Celebrity-created brands case study: Paul Newman and Newman's Own 20
Figure 7: Case Study: Examples from Trendhunter Magazine's Top 10 Celebrity Products of 2007 22
Figure 8: Case study: Apple has emerged as a leader among brands in achieving celebrity status 25
Figure 9: Watchmaker Omega exemplifies successful matching of diverse celebrities to its brand 29
Figure 10: Case Study: Sean John demonstrates that celebrity branding can survive controversy 30
Figure 11: Case Study: AmEx's campaign featuring Ellen Degeneres taps into consumers' desire to know more about stars' personal lives 31
Figure 12: Case Studies: successful examples of celebrity CPG ""branded brands"" 33
About the Author
Introduction of Aarkstore Enterprise is a leading provider of business and financial information and solutions worldwide. We specialize in providing online market business information on market research reports, Business, Industry, Information, Automotive, Banking, Finance, Food, Beverages, Technology, Biomass, Books, Conference, Company Profiles, Country Reports.
Website: http://www.aarkstore.com/
Blog: http://www.emarketreports.com/
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Paparazzi, Say Cheese!!
Whether movies stars, singers, pro athletes, etc like it or not they all need the paparazzi. The paparazzi help get news and images out about the "stars" of the world. Heck, now more than ever having NO publicity is worse than bad publicity. Social media is the most important media for internet businesses, it is becoming more and more true for traditional businesses as well. I can't think of very many businesses that do not have a Facebook page, even the guy who picks up my dog's poo has a Facebook page for his business.
One more example and I will get to the point. This example is to show you that what I am about to tell you is not new news. In 2006, Smirnoff launched a YouTube only advertising campaign to best target a younger audience. No TV ads on the Super Bowl, no radio ads on top 40 stations, just YouTube. Why? They had a very small budget and wanted to test market the product on as big of an audience as possible. So, they took it to the people directly. Now the product did fail but the marketing worked with over 5 million views and it is quite possibly the funniest commercial I have seen, take a look after you read the rest of the article http://www.youtube.com/watch?v=PTU2He2BIc0 .
So why did I tell you all of this? To show you it is not just us talking about this or doing this type of marketing and to also give you a picture of why SEO IS DEAD. I can Google whatever I want and if what I am looking for is on YouTube, FaceBook, Twitter, etc it is going to come up first no matter how many keywords or blog posts you have out there about your company. Google itself has been optimized for social media. You will not have enough info out there to beat these companies. So our strategy is simple, use those companies to your advantage and be places they are.
We take your business and put it places where people search not in the search results. Think about that, not the search terms but in them. Confused? Let me clear it up. Say you have a Puppy Supply Business, your audience is people with dogs or getting dogs, simple. You could try to get your business above the big chains or you could be where you customers are. How? Well if people are looking at puppy videos or images that is where you want to be, and our system gets you there. How many people search for organic cat shaped dog treats? Probably not near as many as those who search for "funny dog pics". You might be in top 5 search results for "organic cat shaped dog treats" but that's not going to get you near as much traffic as being associated with a website that has funny dog pictures. More so, we will get you out there enough so that people will be talking about you and referring business to you and you will not know where to turn next.
Now, if you want you can go ahead and start using these methods yourself to promote your websites. However, creating these high traffic social media websites is only one piece of the puzzle. Although these methods will drive a ton of traffic to your site once they are popular, they need to reach that social media popularity before they start generating massive amounts of revenue. Figuring out the right ways to promote via social media when you're just starting out can take a lot of time and more importantly a lot of money. We always suggest you consult a professional or contact us @ WeKilledSEO.com
About the Author
J. Tanner is a partner @ WeKilledSEO.com
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Rare and Collectible Celebrity Photos
They offer the chance to express the devotion of a fan while still being stylish and interesting. Having a piece of memorabilia with the autograph on it can be quite impressive and many people make a hobby out of collecting these sorts of items, whether they be autographed movie stills or autographed baseballs from famous players. Some of the items are easier to come by than others, however, and obtaining these more obscure ones can provide quite the challenge. However, if something is challenging, that usually proves that it is worth the chase and this can be quite a delight for people who make a hobby out of these things.
Rare autographed celebrity photos often come in the form of old time celebrities who have since died. Since the famous figure is no longer alive, that puts a limited number on the amount of autographs which exist from this person, making the item rare. If the photo is something from an older film, the autographed celebrity photo can still be rare. The item is not as rare, however, for if that celebrity is still alive, they still have the potential to sign the photo. This is different from having a signature that is 40 years old, but it is still possible. If the star is dead, however, they can never again give an autograph, making the piece much more valuable.
Finding these items can be somewhat tricky. One of the best places to start the search is simply on the Internet. Auction sites are popular to find autographed celebrity memorabilia because people are always looking to make a little money. However, one must be warned before approaching these auction sites. With the more rare items, the price will greatly increase. If someone is looking to supplement their collection with a very rare piece, they must be willing to potentially pay a good deal of money for it.
Websites also exist which help to put collectors of rare celebrity memorabilia in touch with each other. Often, collectors like to show off their collections and finding someone with a certain piece can be done through one of these websites. In cases like this, these collectors are often willing to make a trade, one rare piece for another. Sometimes the pieces can be bought outright for the correct price.
It will simply take a lot of patience to find the rare pieces which a person might be looking for; this is why the pieces are rare. Local collectible shops might be able to keep an eye out for a person, alerting them which a piece matching the criteria might be found. With enough money and patience, however, any pieces might be discovered and the person could then complete their collection. It must be kept in mind, though, that half of the thrill is in the chase and searching for these autographed celebrity photos can often be as rewarding as actually finding the desired pieces.
Victor Epand is an expert consultant for autographed celebrity photos, celebrity collectibles, and autographed art. You will find it all at these sites for rare and collectible autographed celebrity photos, celebrity collectibles.
About the Author
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Sunglasses|Shades|Sun Shades} Style
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