The overwhelming popularity of celebrities has prompted many companies to begin relying on this notoriety to produce satellite media tours promoting their products. These aren�t infomercials they are actual celebrities who either film their endorsements or are booked on various television interview shows and talk about the product and why they believe it is a good product. They also may talk about how they use it or how it has changed their life.
Depending on the product it may also be part of a series of radio media tours as well. Radio hasn�t lost its impact on consumer spending. In fact, celebrity marketing is taking a lead role in many radio shows and has been shown to boost sales in those media markets. This type of promotion owes it success to those celebrities because these people have earned the trust of their fans by how they conduct themselves, what charities and other causes they support, and their level of honesty that is perceived by the public in general.
One of those examples is Brooke Shields. Brooke grew up in the spotlight and there are very few people who don�t know who she is and generally like her. She is the typical girl next door and we are all her neighbors. We�ve watched her very public love affairs, and experienced her growing and learning over the years. When Brooke talks about a product that she trusts then we are inclined to also trust that the product is safe, effective, and is good for our family.
There are so many products on the market today - everything from toothpaste to laundry soap but, how is the average consumer to choose? How do the manufacturers of these products get the consumer to pick one over the other? Consumers can be quite discerning when it comes to the foods, clothing, and cleaning products that they expose their families to. Consumers also know that not all is as it seems, especially if they depend solely on the manufacturer�s word for it. And entertainment marketing, with a celebrity that most people trust is a way to support the manufacturer�s message loud and clear because the consumer who is also a fan tends to believe their favorite actor or actress if they like them.
Like and trust are very close as far as human emotions- right or wrong. And people will trust until they are proven differently. So when a company is choosing a personality for celebrity marketing they are careful to choose one that has an impeccable reputation. This reputation goes a long way in transferring the trust that the celebrity has with their fans to their product. What better way to get people to try new products?
New ingredients, a different style, even a different philosophy can be sold if the majority of consumers hear it coming from a person they like, watch regularly on television and in movies. That kind of exposure makes us think that we know that person - and we trust those that we know- well most of the time- and that is a winning combination to boost sales.
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Satellite media tours are any easy way to get a lot of publicity in a very short amount of time, using celebrity talent to give interviews promoting your brand in a variety of media outlets.
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