CELEBRITY ENDORSEMENTS. A WASTE OF RESOURCES.
"Everybody lives by selling something," wrote Robert Louis Stevenson, author of "Treasure Island." Agents, CMOs and deal makers will always get starry-eyed by the big names of "celebrity" because brands love endorsements, and consumers buy into "celebrity."
questions
remain, however, In light of the risks, is the celebrity endorsement deal still worth it?
According to a study that appeared in the Social Influence journal, celebrity endorsements are just not worth the cost.
Nigerian Telecomm Companies Spend $2 Billion On Celebrity Endorsements.
Rather than spend too much time and way too much money on geneveive, Don Jazzy, Davido etc and international celebrities like Beyonce or Justin Bieber to sing the praises of your product you’d be far better served to invest that money back into your company. Our telecoms company waste so much resources on celebrities, when in reality people buy your network simply because they need one or its just their choice and not because the Celebrities are the brand ambassadors.
If the networks in Nigeria feel they have so much money, then why not put it back into the business, a glo, mtn, etisalat worker are not well paid and Most of these lcompanies have different types of law suits against and they don't give a damn. Billions of Nairas are spent on celebrities yet millions are owed individuals or companies who one way or the other have been contracted to do jobs for them. That is preposterous! But the good news Is some of them use it to help Nigerians in need. Like Don Jazzy, Tonto Dike etc.
Celebrity endorsements are commonly used to increase a brand’s visibility. But, a University of Colorado Boulder study determined the tactic does not always work the way star-struck marketers envision.
“The overall message to marketers is be careful, because all of us, celebrities or not, have positives and negatives to our personalities.
However for some other reasons the endorsements would be much ad appreciated if we have better networks here In Nigeria.
questions
remain, however, In light of the risks, is the celebrity endorsement deal still worth it?
According to a study that appeared in the Social Influence journal, celebrity endorsements are just not worth the cost.
Nigerian Telecomm Companies Spend $2 Billion On Celebrity Endorsements.
Rather than spend too much time and way too much money on geneveive, Don Jazzy, Davido etc and international celebrities like Beyonce or Justin Bieber to sing the praises of your product you’d be far better served to invest that money back into your company. Our telecoms company waste so much resources on celebrities, when in reality people buy your network simply because they need one or its just their choice and not because the Celebrities are the brand ambassadors.
If the networks in Nigeria feel they have so much money, then why not put it back into the business, a glo, mtn, etisalat worker are not well paid and Most of these lcompanies have different types of law suits against and they don't give a damn. Billions of Nairas are spent on celebrities yet millions are owed individuals or companies who one way or the other have been contracted to do jobs for them. That is preposterous! But the good news Is some of them use it to help Nigerians in need. Like Don Jazzy, Tonto Dike etc.
Celebrity endorsements are commonly used to increase a brand’s visibility. But, a University of Colorado Boulder study determined the tactic does not always work the way star-struck marketers envision.
“The overall message to marketers is be careful, because all of us, celebrities or not, have positives and negatives to our personalities.
However for some other reasons the endorsements would be much ad appreciated if we have better networks here In Nigeria.
