Feature: Does celebrity sell?

Following the response from last months article on whether celebrity sells, we’ve decided to take another look at the subject.

The survey, conducted by Connection in September stated that celebrity endorsement is at the bottom of a list of factors that consumers require from brands. Graham Ede, CEO of connection says “Brands spend thousands of pounds a year on employing a famous face to represent them however this new research reveals that it is not investment within this area that is going to increase sales.” He continues “Celebrity endorsement is an expenditure that has no direct relationship with the value of the customer and according to our research fails to engage the customer or improve satisfaction levels. More "boring" methods deliver measurable payback to brand and customer alike."

Graham is not the only one that believes celebrity endorsement does not work. Tim Jones Business Development Manager, RMI Services Ltd wrote in with his views. “We are constantly being told by the media that we live in a celebrity-obsessed world although to my mind we live in a world with a celebrity obsessed media - which has caused a backlash amongst the public.

People in this country aren’t as naive as some media commentators would have us believe and many (myself included) find celebrity endorsements a turn off, not least because they often devalue a product, taking the emphasis away from the product itself and on to the celebrity.”

However the debate again has to be put into perspective and should celebrity endorsement be compared to customer care activities? If a small company is choosing celebrity endorsement over staff training then maybe, but is that the case?

Activities that improve customer care and satisfaction should be in place in every business and choosing a celebrity to sell your brand is not an “either / or” decision. Conducted in the right way, it does work and works in conjunction with the les glamorous methods improving customer satisfaction.

Marks and Spencer’s have recently seen a sharp rise in their share price and continue to stay on the road to recovery after disappointing results over past years. The marketing campaign is largely responsible for the change in sales.

Points raised by Hamish Pringle, Director General IPA and author of Celebrity Sells last month reiterate the need for the good idea to come first and then the celebrity. Public opinion was that we did not want to see M & S fail and saw it as a great British institution. Therefore the simple message of branding the retail outlets as “Your M & S” and using another great British fashion icon on a comeback, Twiggy, is a fine example of how it can work. Would they have been better off investing in what was already an effective customer care program?

When the right idea is in place then a celebrity that fully complements that brand is essential, the public will see straight through any famous person being chosen just to increase profile. Luke D’Arcy, Group Marketing Director at iris comments “The interesting growth area is where the celebrities really do add to the brand design and immerse themselves in the business. Although there are pros and cons attached to this as the world of celebrity and business clash. The appointment of Kate Moss by Topshop to create a new fashion range for the High Street retailer will assist the brand as it aims to crack America.”

Here is a light heated look at some celebrity endorsements that back fired, taken from “Celebrity Sells” by Hamish Pringle:

• David Beckham shaving his head a little while after the end of his deal with Brylcreem.
• Paul Gascoigne saying that Brut brought him out in a rash.
• Jamie Oliver admitting his restaurant was not supplied by Sainsbury’s.
• Helena Bonham Carter as the ‘face’ of Yardley cosmetics declaring she didn’t wear make-up.
• Lloyds TSB dropped ‘Cold Feet’ star John Thomson from its campaign following reports of drink problems.