Celebrity endorsement is a magic weapon in the terminal market in the entertainment marketing era

this is an era of more and more entertainment. Entertainment permeates almost everywhere in all aspects of the market-mdash; from product sales, brand building to marketing, entertainment marketing has become an unstoppable weapon. Using the entertainment power of stars to promote marketing has become the marketing promotion of many enterprises & ldquo; & rdquo;. In the market, enterprises compete fiercely with price war, channel war, and brand war; in the guidance of consumer public opinion, stars large and small also use their own tricks to make their debut for their respective employers. & nbsp; 

strong > what is the value of stars? & nbsp; / strong >

the charm, brilliance and values of stars make many otherwise plain goods shine: advanced technology becomes warm, toilets become lovely, and mobile phones become a symbol of taste. If you want to make your brand and products more competitive, choosing the right celebrity endorsement is indeed a shortcut. & nbsp;

each generation grows up in a different social context, and entertainment stars are the trend leader and weather vane in the social context. Their words and deeds, every move, all affect the fashion of the society, affect the consumer behavior of the public. If the star is regarded as a brand, the memory of the star brand is always higher than that of the product brand. More importantly, especially when the society lacks the value traction of heroes and people are generally lost in values, the emergence of stars can always bring strong spiritual inspiration to the society and the public. whether it is brand value or product value, they can imperceptibly influence consumers' psychological choices. This is why companies are keen to use stars as brand spokesmen. & nbsp;

there is no doubt that the emergence of stars is the phased product of the times and society, and corresponding stars always emerge in different social stages, and what kind of star endorsements enterprises choose is also deeply branded with the value of the times. In the 20th century, Chinese society has just come out of closure, enterprises often choose star endorsements to use star popularity to increase product popularity. In the 1990s, with the rapid increase of product brands in the society, pure brand awareness has been difficult to impress consumers. Enterprises choose star spokesmen not only for their popularity, but also for the grafting of star charm and brand value. Now, the brand competition is more fierce, enterprises have more thinking about choosing star endorsements, often focus on the precise impact of endorsements on specific target consumer groups, such as & ldquo; dynamic Zone & rdquo; uses Jay Chou's & ldquo; Cool & rdquo; to influence Love & ldquo; Cool & rdquo; & ldquo; post-80s & rdquo; generation. In order to use what kind of star endorsement, the enterprise must consider whether the values, personality characteristics and moral orientation carried by the star are in harmony with the culture of the brand-ldquo; infiltration-rdquo; region, and whether the charm of the star can be quickly extended to the value of the brand. & nbsp; 

strong > double risk & nbsp; / strong >

the moral hazard of stars is the most likely situation for enterprises to choose spokesmen. Stars' code of conduct and social moral performance often have a great positive and negative impact on the reputation of the brand: whether intentionally or unintentionally, no matter emotional infidelity or misconduct, stars as public figures play a more important moral and behavioral role than ordinary people. When they act against public expectations, ldquo; catches fire & the first thing about rdquo; is the reputation of the stars themselves, and the brands or products they endorse are also affected. But for enterprises, it is impossible to completely avoid the moral hazard of stars. What enterprises can do is to evaluate the code of conduct of endorsing stars in many ways, as well as the degree of potential risk, and make plans in advance. & nbsp;

compared with the explicit harm of star moral hazard to the brand, the opportunity risk in star endorsement is also worthy of attention. Many stars, especially celebrities, often endorse multiple brands, such as Guo Jingjing endorsing five brands such as Xi Zhilang and McDonald's, and Liu Xiang endorsing nearly ten brands such as Nike, Baisha and Yili. From the perspective of the psychological memory of the public, if a star endorses too many brands, it is difficult for the public to remember the brand, let alone connect the charm of the star with the value of the brand. In this case, mdash; enterprises are faced with opportunity and risk, investing a lot of money to invite stars to endorse, but the public's memory of the brand has not improved, and the marketing promotion of enterprises has become the carrier for stars to improve their awareness. If enterprises want to avoid this opportunity risk, they must, from the moment of selecting a star endorsement, formulate a careful and targeted market public relations promotion plan to strongly link the characteristics and charm of the stars with the characteristics of the brand, so that the stars and brands complement each other, and firmly mark the brand on the public's memory of the stars. & nbsp; 

strong > & ldquo; all industries are entertainment industry & rdquo;  / strong >

not long ago, & ldquo; boy & rdquo; officially signed a contract with Taihe Maitian, a famous domestic record organization, to become its new singer. From the popular Internet to being invited by Motorola to take part in commercials and then signed as a professional singer by a famous record organization, & ldquo; boy & rdquo; has become popular as CNN commented in the United States that mdash; is more popular than bird flu. These two senior boys of the Guangzhou Academy of Fine Arts almost never thought that they would one day become stars and be able to endorse brands. Their only specialty is their excellent entertainment spirit & mdash; entertains themselves and others with funny lip-synching moves, which is enough to prove their value & mdash; from their pure entertainment performance, the audience saw happiness, Motorola saw the market value. Using the name of entertainment to convey the consumer value of the brand is precisely the purpose of Motorola's choice of ldquo; & rdquo;. & nbsp;

& ldquo; all industries are entertainment industry & so said Scott & middot; McCain, a famous American management scholar of rdquo;,. The spirit of entertainment has become a landmark feature of business operation in this era, and the effective development, utilization and exertion of the spirit of entertainment has become a new competitiveness of enterprises. Choosing stars for endorsement and making use of the entertainment power of stars to influence the public is an important step in building corporate brands. & nbsp;

in this era of experience economy, emotion drives business opportunities. Customers don't just buy products and services, they want to have fun. Therefore, whether it is selling products or services, the essence of business is show. If an enterprise wants to succeed, it must establish an emotional relationship with your ldquo; audience & rdquo; & mdash;, which is the criterion for many enterprises to choose celebrity endorsement brands with different personality characteristics. From Zhang Dongjian, Uma & middot; Thurman to David & middot; Beckham, the entertainment and charm elements conveyed by different stars are completely different. Because of this, different star endorsements often influence and move a specific consumer group. & nbsp;

when the spirit of entertainment becomes a new vane of the times, we must also understand the essence of marketing from a new perspective & mdash Marketing is no longer to sell cold products to consumers, but to inject emotional factors into products with entertaining colors, creating an atmosphere that makes them feel happy, so that consumers can take the initiative to buy products while they are happy, and the charm of stars is the link between brands and consumers. Using star charm to attract public attention and accurately convey consumer value in the name of entertainment is the core value of star endorsement brand.