Every time we go shopping, we are faced with an expansive array of products. For every need we are trying to meet, we are faced with shelf after shelf of product �guaranteed� to take care of it, each one by a different manufacturer or distributor, and each one making the same promises. So what prompts us to buy a product? It is usually some form of familiarity. If a product is new to the market, however, that�s where entertainment marketing comes in. Research has shown that consumers are more likely to buy a product that has been recommended to them�and that recommendation usually comes from a satellite media tour�and consumers often forget that these recommendations are simply media placement.
Media tours are usually part of an artfully arranged celebrity marketing campaign. With so many products on the market, each promising the same as the last, consumers do not always feel that they can trust the company itself to provide a truthful evaluation of the product. A catchy jingle on a commercial or a slogan in a print ad is just a sales pitch at the end of the day. Of course, while the consumer doesn�t always feel that they can rely on the manufacturer�s word, the game changes as soon as a favorite, notable celebrity is involved.
Jessica Simpson is a prime example of this type of celebrity. Many of today�s consumers have watched Jessica grow from a young girl performing on stage to a pop-star turned actress that she is today. Jessica Simpson has let us all have a peek inside of her married life to her teenage love, and allowed us to witness her true colors�from her not-so-smart questions, to her divorce, to her numerous public affairs. She is a beautiful successful woman, and many of us feel like we know her. So, when Ms. Simpson gives her testimony about a product such as Proactive, we are inclined to trust her.
Of course, not just any celebrity will do for entertainment marketing. Companies must be careful when choosing a representative for their product. They need a notable face with an impeccable reputation. It is important that we like and trust the celebrity. Consumers will transfer these emotions from the familiar personality of the celebrity to the product that they are endorsing. Even the most discerning consumers can often be swayed to at least try the product that a trusted persona is promoting!
Whether the company is selling us a new philosophy, a new formula, or a completely new product, we�re more open to it when it is paired with a familiar face. If the product is endorsed by a celebrity that we see every day�on television, in movies, or in magazines�we feel that we know the celebrity, and that we trust the product that they support. A trusted celebrity and a new product are a winning marketing combination!
Author Resource:
Celebrity-driven satellite media tours can be highly effective ad tools, but before putting together an entertainment marketing strategy, a company or organization would do best to hire a marketing agency that has talent contacts in place, rather than attempting to go it alone without all the necessary resources.
![[Valid RSS feed]](http://www.articlecoop.com/images/icon_Rss.png "XML Feed For RSS"){kind=icon}
Category Rss Feed
Print This Article
Add To Favorites
