Author: Iwan Gisler
Who doesn’t know all the celebrities from sports, movies, fashion or business who stand for any kind of products and services with their faces and images? Can you imagine, what a huge amount these ambassadors earn and do you ask yourself sometimes, if it really pays off for all the companies and their products? Have you also been influenced as well by such commercials? Is the amount of investment in one testimonial equal to the future return, or is it just for the companies’ reputation?
Some legitimate questions! I really cannot imagine that, for example, a Swiss household device company sells more ovens and steamers just because an ex-Tennis Pro mumbles a hymn of praise for these products!
Or did you know,that you won’t get fat by munching burgers and French fries? No, it’s the other way round; you’ll get the chance to be the next Germany’s Top Model!
The questions for all Heads of Communication are actually;
– Does the testimonial fit in the eyes of the main target group?
– Is he or she presenting the main message in the best conceivable way?
– Are the risks worth it? (there are far more threats than opportunities!)
– Or does only the President of the Board think that this would be a great chance (as a kind of profiling neurosis)?
I know that my point of view is not very objective, but please double-check yourself if you only had once bought a product just because of the famous ambassador? I guess not…..I am looking forward to a lively discussion. Find more about this under http://de.wikipedia.org/wiki/Testimonial.