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Many people might think that using celebrities in advertising can help boost their sales and promote their brand name. The truth is that this does not always happen. In fact, studies show that over the course of last year, time and time again we observed incredibly low effectiveness scores of TV ads starring celebrities. After a study conducted in 2010 the results showed that fewer than 12% of ads using celebrities exceeded a 10% lift, and one-fifth of celebrity ads had a negative impact on advertising effectiveness.
From Tiger Woods to Donald Trump, we found that with rare exception, celebrity endorsements were largely ineffective and failed to produce the benefits that the brand was promised. It has been shown that in today’s world, people’s perspective on what they would like to follow, or look up upon as their “idol” is not the same as what it was 5 years ago.
There are suggestions stating that today’s consumer is more likely to be influenced by someone in their social network, than a celebrity that is rarely relevant to them. Today’s consumer is informed, time-compressed, and difficult to impress, and they are only influenced by ads that they are able to see some similarities with their own life style.
One huge mistake that big brands are making when endorsing celebrities or athletes, is when they focus more on their own personal problem, than the actual message the brands supposed to communicate the audience. In 2010 Tiger Woods sponsors chose to address his “mistakes” in their ads rather than the products that he was supposed to be selling.
After the whole situation he had gone through with his wife, his actual message caused more of a “confusion” on the product being sold than the product the celebrity was endorsing.
The Same situation happened with Lance Armstrong with the “No Emoticons” ad for Radio Shack which was another example of this. The ad never actually mentions “Radio Shack” by name, and people’s responses were that they did not know what the TV ad was trying to sell until the Radio Shack sign came up at the end.
Celebrities and athletes on TV ads, radio spots or magazines can be beneficial when representing a brand. Times are changing, and the messages that had a strong influence before might not be as strong anymore, due to technology or the ways we are communicating across the globe.
By: Camilo Calderon
It’s graduation season again and this year I get to be a part of that group which walks across the stage, receive a college degree, and go out into the working world. Before I get there however I had one last paper to write; a book report on Jeffrey Gitomer’s The Sales Bible. Reading it I realized something: just because I was done with school, didn’t mean I was done learning.
I first realized this when I went to purchase the book. I’m standing in the business section of Barnes and Noble, looking at all the different books about selling and being a better salesman. Then I started wondering, how many different types of these books are printed each year? What makes this book different from the one next to it? What answers does this one give that the others don’t? Then it hit me. The reason there are so many different types books on sales is because there isn’t just one way how to sell, and one way doesn’t work forever.
In The Sales Bible Gitomer talks about the importance of finding the joy in selling, building rapport with customers, and believing you can be the best sales person you can be. While on the surface it may seem his advice may seem obvious and sounds like it’s targeted for people new to the sales game, I like to think they can be reminders for experienced sales people. You could be someone with 20 years sales experience and the advice in this book would still hold true. No matter how long you’ve been selling there have probably been times where sales were slow or you found yourself in a slump, trying pick business back up. That is the time to take a look and ask yourself, “What am I doing different, and what am I doing wrong?” Never rest on past success because it is just that, in the past.
Given the changing world we live in, continuing to learn and seek out knowledge is the best way find success in sales. What worked yesterday may not be what works even 3 years from now. That is why it is important for you or your sales staff to keep learning and adding skills to your arsenal. Look for new ways to sell or new ways to pitch. And most importantly, never think that you know everything. Today’s customers are smarter and more educated than ever before. As Gitomer puts it “the days of the easy sale are over.” This means it is up to everyone’s sales staff to improve their skills, knowledge, and find out who has what it takes to make it in the world of sales.
So as I get ready to go to graduation, throw my cap in the air, get handed a diploma, and take on the world, I can’t help but think; “What do I need to learn now to ensure I become the best salesman I can be? What do I have to do tomorrow to get better than I was today? And how am I going to accomplish all of this?” These are questions any sales person will ask themselves more than once in their life. And every time they must be ready to take on the challenge. The only way to reach that next level is to never stop learning and always be looking to improve.