Feb 7, 2017
5 Reasons to Hire a Celebrity Spokesperson Right Now
#1 To Kickstart your Brand, Use Borrowed Equity.
It can take years to establish a new brand, and millions of dollars in advertising. The advantage of hiring a star is that celebrities have well-established brands built by decades of viewership. When you hire a celebrity spokesperson, you are in effect “borrowing their equity” at a fraction of its actual value. Their name recognition, relevance, public awareness, credibility, attractiveness and likeability are valuable, and their endorsement of your product, if handled adroitly, can quickly transfer these same qualities to your brand. There is a large body of evidence that demonstrates that celebrity sells.
The InterMedia Entertainment (IME) DR Star Index® debuted in the July 2013 issue of Electronic Retailer to address a pressing need in the direct response industry: for an accurate measurement tool to identify, evaluate, and rank the best celebrities for DR marketing programs. Several tools were already available to advertisers to measure celebrity appeal, including the Q Score, the Davie Brown Index, and E-Score Celebrity. However, none of these are designed specifically to measure the unique attributes that determine the efficacy of a celebrity spokesperson within the context of a DR marketing program.