Do Celebrity Endorsements Really Increase Sales?

Lauren Krause
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A celebrity endorsement can prove to be effective in increasing sales, so a retailer that goes out on a limb and uses one to bring a product or brand into the limelight may be pleasantly surprised at the results. Consider some of the reasons why celebrity endorsements have the power to increase retail sales.

Attracting a Younger Crowd

Without a doubt, celebrity endorsements have the power to lure young people into buying a product. Young people have a desire to be trendy and to follow the in-crowd, and they are especially susceptible to retail advertisements that showcase their favorite celebrities. In turn, young people often encourage their peers and family members to get the merchandise that is promoted by famous entertainers, models and athletes.

Reaching a Target Audience

Though the mere mention of a celebrity may be enough to attract some consumer populations, other target audiences are difficult to reach unless someone reputable in the field endorses the product. By choosing a popular person who reflects the target population, retailers gain appropriate interest from the desired target audience. For example, a famous elderly person may be more likely to grab the attention of elderly customers and encourage them to purchase a product designed for senior use. A sports manufacturer may use an athlete or a famous coach in a celebrity endorsement to promote the latest fitness products.

The Allure of Popularity

For many consumers, the idea of having a product that is used by a celebrity they admire is an adequate reason to buy it. Remember that consumers are interested in what famous people are doing, what they are buying, and the products they are using. Some believe if they use or buy the same product, they can attain some of the star quality or lifestyle benefits that the famous person possesses. Celebrities with pristine reputations, or those who are on top or on-the-rise in an industry, exude a magnetic, positive influence that can bring higher retail sales to your door.

Increasing Brand Awareness

A company can achieve local and even national brand awareness through celebrity endorsements. Many consumers may not even know that a product exists unless they see or hear an advertisement, and the celebrity involved catches their interest. Game-changing brands use every marketing strategy possible to help people remember them, and using celebrity endorsements is a method that can be advantageous. Once a new product is catapulted into the public eye, a manufacturer can expect to attain higher retail sales.

Asking a celebrity to endorse your product is a strategic move that can lead to superb payouts. A television ad or tweet from a celebrity about your product may even peak retail sales overnight. Not only do celebrity endorsements work, but choosing the right celebrity for the job can lead to overwhelming product demand and significant profits for your business.


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