Should you use a celebrity in your ads? Market Segmentation may answer your question.
- Posted by Misi McClelland on April 23rd, 2009
filed in Advertising, Marketing, Segmentation, Strategy |
We have all witnessed them. Michael for Nike. Jessica for ProActiv. Tiger for Tag Heuer. Bill for Jell-O. Catherine for T-mobile. Ellen for CoverGirl. Yao Ming for Visa Check Card. Penelope for L’Oreal.
They can be pricy. They can be risky. So, one should ask before going down this road, “Should a celebrity endorsing my product or service even be an option?” This can be looked at in many ways but one major consideration should be if this strategy positively impacts your target - or for those savvy marketing folks, PSYCHOGRAPHICS. Certain segments of the population are more likely than others to be influenced by celebrity endorsements. According to the market segmentation system Claritas PRIZM, one particular segment that stands out as a fan of this tactic is Bohemian Mix. A little bit about them – they are college grads, drive Mini Coopers, shop at J-Crew, wear Pumas and use E*Trade. Relatively speaking, they are not heavy users of traditional media so knowing this little tidbit about them is quite valuable. But hold on Tyson Foods, they are also likely to be vegetarians. If you can’t quite get enough of celebrity endorsements yourself, take this quiz and test your knowledge: