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GET REAL FORGET THE CELEBS Marketers are using ordinary folks to give their ads a dose of realism

GET REAL FORGET THE CELEBS Marketers are using ordinary folks to give their ads a dose of realism. CELEBRETIES VS. REAL PEOPLE. Buick paid Tiger Woods $50 million over 8 years 2008 GM quit Tiger “Did little to help sell the cars” Started to employ “real people” in Marketing Campaigns

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GET REAL FORGET THE CELEBS Marketers are using ordinary folks to give their ads a dose of realism

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  1. GET REAL FORGET THE CELEBSMarketers are using ordinary folks to give their ads a dose of realism

  2. CELEBRETIES VS. REAL PEOPLE • Buick paid Tiger Woods $50 million over 8 years • 2008 GM quit Tiger • “Did little to help sell the cars” • Started to employ “real people” in Marketing Campaigns • Only 1 in 10 ads now features a celebrity

  3. A Few Examples Coke vs. Pepsi taste test Dove’s Real beauty campaign Ford “Drive one” campaign Red Lobster “Sea food differently” Febreze

  4. INTERESTING FACTS • Growth of 10-15% percent in branded studies that match brands to personalities • 2011 study by Ace Metrix of 2,600 TV ads • on average, celebrity ads scored much lower than non-celebrity ads in terms of effectiveness • “Popular culture lets celebrities be transparent—and the more information you have, the less relevant they are” • Celebrities are motivated differently than consumers

  5. MARKETING DO OR DON’T • Strategy is important, always deliver the consumer need • Definition of celebrities has become broader with the rise of reality stars • How to build relationships with people • Celebrities vs. ordinary people • Risky with people’s pride interfering • No instant recognition with ordinary people • Less expensive • ‘When you use celebrities, it’s always a little bit risky. But the rewards can be greater than the risks.’

  6. CLASS DISCUSSION Which do you think is more effective marketing, using celebrities or ordinary people? Can you think of a company/brand that has dramatically increased/decreased their brand or brand image? Do you feel more related to celebrities or ordinary people when it comes to marketing campaigns/advertising?

  7. BIBLIOGRAPHY "Get Real." Adweek – Breaking News in Advertising, Media and Technology. Adweek, 1 May 2012. Web. 20 May 2012. <http://www.adweek.com/news/advertising-branding/get-real-139908?page=2>.

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