When making an endorsement decision you always want to consider the amount of power and influence a celebrity has. The second thing to consider is if the person fits your brand and product. This is because you want to make sure you target the audience that will be more willing to try your new product. You will be surprised as to how much power a celebrity has when persuading his or her followers.
Through so many platforms available, it is very easy to reach many people. Whether it is a constant reminder or reaching out to new individuals. Many companies nowadays have their own accounts in Facebook, Twitter, Instagram, and Pinterest. Companies using their own account are able to connect with loyal and prospective customers. This is also the same when using celebrities as endorsement. This tactic is just a way to reach more individuals as well as people that may not be aware of the brand and product. By having a celebrity endorsement, this will reach out to the celebrity’s fan base and, because our generation is more trusting to word of mouth recommendation it is more likely to reach more people. The one factor is that the celebrity endorsement has to relate to the product or company because their follower of a celebrity identify with the celebrity so making sure they are a good fit is important.
On the down side of having celebrity endorsement is that when something unexpected happens it can damage the image of both the company and the celebrity. For example, OJ Simpson. Before he was accused of murder, he had an endorsement deal with Hertz, a car rental company. His deal was worth approximately $2.5 million per year. After the accusation his contract was terminated. This event was so unexpected for everyone that the rental car company immediately dropped him as soon as they found out what was happening. The termination of his contract was to prevent the scandal on hurting their brand. Though the car rental brand didn’t get hurt OJ Simpson’s reputation was seriously damaged, even after the judged ruled not guilty, no other company wanted to endorse him.