Author: Li Yin, original title "How did the spokesperson do this 260 years ago? 》, title picture comes from: Weibo @杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光杨光�
spokesperson seems to have become the most mentioned marketing term recently. Most people may think that celebrity endorsement is a marketing method that has emerged only in modern times. At most, modern times can be imagined, but what is little known is that it has a history of at least 260 years. That being the case, let’s take a look at Xiaoshi, a brand spokesperson who occupies an important position in the marketing field.
At the end of the article, by the way, a FREDD rule that can help brand selection/evaluate spokespersons, so that we have more basis when evaluating whether a spokesperson is suitable for a brand.
Wedgewood acted quickly, leveraging the power of celebrity endorsement to publish aristocratic sales advertisements in London newspapers and customize personal named products for the aristocratic. Through royal endorsement and a series of marketing methods, the halo of its own brand has been created, making the brand's value far exceed the attributes of the product itself.
Although the brand is not a term that 18th-century potter Josiah Wedgwood can understand, his intuition about this marketing method is so advanced and sensitive that he is known as the "father of modern marketing" . The brand that was once loved by the Queen of England and Emperor Qianlong of China has now become one of the four largest ceramic luxury brands in the world.
The first spokesperson, Queen Charlotte, and the products she endorsed
. The celebrity commercial card (TRADE CARD) that was popular around the 1900s
After all, not every brand can do it. With the rise of the entertainment and sports industries, actors and sports stars have gradually become popular product promoters for companies. One of the favorite methods advertisers at that time was to include a celebrity image in the commercial card and insert it into the product package delivered to consumers. Among them, the earliest spokesperson for performing stars appeared, the famous actor Lillie Langtry, who endorsed a soap product, Pears Soap, creating a great endorsement event of that era.
Lily Lanterry × Pears Soap 1887
The method used in commercial cards by celebrity endorsements has also given rise to a promotional method that is still being adopted today - card collection. 19th century to the early 20th century, with the innovation of color lithography and multi-color printing technology, commercial card production entered its heyday. The attractive color pictures inspired people's enthusiasm for collecting cards, became a popular hobby, and even later developed into a collectible. Cigarette cards (Cigarette cards) produced by many tobacco companies with portraits of actors or athletes have become an effective means of cigarette sales.
American professional baseball celebrity × Goodwin & Company Cigarettes 1888
I believe many PS4 players who have played " Red Dead Redemption 2" are not unfamiliar with cigarette cards. This game was released in October 2018. Its story background restores the American West in 1899. There are 12 sets of 144 cigarette cards in the game. There are scattered in various parts of the west of the west. Each episode can be redeemed for the corresponding reward. Therefore, the collection of cigarette cards has made many players worried, but everyone is happy about it.Among them, the series of literary and artistic stars, world champions, American celebrities, art masters, pearls and jade men well demonstrated the popularity of the celebrity effect at that time.
"Red Dead: Redemption II" (Red Dead: Redemption II) Game screen
Boston University researchers Robert Clark and Ignatius Horstmann studied more than 1,000 endorsement advertisements from 1920 to 1970 and found that they mainly revolve around popular products in areas such as tobacco, beauty, fashion, alcohol and non-alcoholic beverages, as well as a variety of devices used for broadcast, television and music lovers.
From the 1960s to the 1980s, brand endorsement has entered a new level, not only to co-brand existing products with celebrities, but the company has also begun to make new products for specific celebrities. Nike discovered a young and talented basketball player Michael Jordan in 1984, and the athlete's endorsement was once again recognized. Nike relies heavily on Jordan’s image to help him become a global super brand.
has promoted the rapid development of the brand. At the same time, the brand has also increased the popularity of the spokesperson from different dimensions. The brand has even begun to cultivate and explore potential new stars and establish long-term and all-round cooperative relationships. On the one hand, this change has led to rapid growth in brand sales, and on the other hand, the expenses of spokespersons have also increased.
Y generation, Z generation, and α generation usher in the diversification and variability of spokespersons
The rapid development of the Internet, the explosive growth of social media and self-media and the emergence of a new generation of consumers have brought unprecedented changes in the purchasing decision-making process. The definition boundaries of spokespersons are gradually blurring . Internet celebrities such as big Vs, short video celebrities, Vloger, up host, live broadcast anchors, etc. may become alternatives to celebrity endorsements.
In this era of individuality, consumer preferences are becoming increasingly differentiated. Compared with celebrities, Internet celebrities are more likely to get close to the crowd and attach importance to consistency with their ideas and recognition of values, so they are more likely to be accepted by the new generation of consumers. Brand owners can no longer influence their target population through unchanging means.
The marketing activity launched by KFC on Christmas 2019 is an intuitive interpretation of endorsement in this era. The marketing method of celebrity spokesperson ( Lu Han / Zhou Dongyu ) + Internet celebrity IP (Li Jiaqi) not only interprets the brand's demands through celebrity endorsement, but also guarantees sales through Li Jiaqi's sales characteristics.
Reviewing the brief history of brand spokespersons, it is not difficult to find that whether it is the initial stage 260 years ago or the current complex marketing environment, using spokespersons is an important means of marketing and brand building.
Before using this method, the brand needs to think about what purpose it hopes to achieve through spokespersons, which is to endorse the brand? Testimony for the brand? To export brand values? To increase the consumer stickiness of the brand? Or promote short-term sales? Quickly seize the market? These are the criteria for measuring and deciding whether or how to use this method.
At the same time, the risk of spokesperson strategy is self-evident. Cases of success and failure appear every year. Fortunately, we have a way to evaluate when selecting spokespersons, which is the principle of FREDD.
FREDD - Rule of Speaker Evaluation
Amy Dyson and Douglas Turco of Illinois State University in the United States proposed the FRED principle after a large number of successful and failed spokesperson cases and interviewed 30,000 people. This principle is regarded by the marketing community as the basis for selecting and evaluating spokespersons.
FRED principle consists of the first letters of the four words: Familiarity, Relevance, Esteem, and Differentiation. Then after evolution, a D - Department (behavior) was added, and the FREDD principle was finally formed. The
FREDD principle is not a guarantee of success, but it can be used as a guide for choosing a spokesperson. Each brand has different goals and should be evaluated based on individual circumstances.
picture is produced by the sunshade Lens Hood official account
Familiarity (familiarity) : An important factor to consider when choosing celebrity endorsement is that celebrities must be easily recognized by the public and loved by the audience, and think that he/she is understanding, trustworthy, sincere and trustworthy. Relatively niche celebrities are only used to sell niche products and communicate with very specific audiences
Relevance (relevance): brand owners must ensure that there is the maximum fit between the spokesperson and the product. The characteristics of a celebrity, such as his/her personal image, reputation and appearance, must be in line with the products/brands he/she endorses. It is also important that a proper fit and connection is needed between celebrities and audiences, and if consumers can connect with spokespersons, they will be more inclined to accept, buy and favor the brand.
Esteem (respect): Respect refers to the personal reputation enjoyed by the spokesperson in the target audience. For example, winning a sporting event helps the audience respect and recognition of them. At the same time, spokesperson marketing is about connecting the reputation of a celebrity to the product. The more respected the spokesperson is, the more it can transfer it to the product they endorsed.
Differentiation (Differentiation): advertising market is fiercely competitive, and it may be difficult to distinguish similar products. Compared to competitors, brand owners always try to find content that looks unique. Having a deep or unexpected celebrity spokesperson can be a great way to stand out. If there is no obvious gap between celebrities, then the strategy won't work. Michael Jordan is a model of world-renowned international celebrities. It turns out that this is a huge contribution to his role as a spokesperson.
Deportment (behavior) : Even if the right celebrity is selected based on factors such as the familiarity, relevance, respect and difference of the spokesperson, advertising and brand may still damage the reputation of the product/brand due to the spokesperson’s embarrassment and controversial public behavior, resulting in failure and adversely affecting sales. Therefore, detailed investigation in advance is very important, and at the same time, prediction and planning of public relations crisis in the marketing process are even more important.
Let’s talk about Lei Jiayin’s endorsement Uniqlo
After understanding the marketing history of brand spokespersons and the FREDD spokesperson evaluation rules, let’s look back at the spokespersons Uniqlo has a basis for judgment? If these five items are scored according to the FREDD evaluation method, the author believes that the average score can be at least about 4.5 points.
: The four aspects of familiarity, respect, difference and behavior, Lei Jiayin's popularity and reputation in recent years, his personality and daily behavior in TV series and variety shows should be obvious to all, and his favorability is unquestionable. The most critical indicator, correlation , may be the most controversial place.
According to a survey by BrandZ™, a research project under Millward Brown Optimor, Uniqlo’s personality is regarded as caring, kind and generous by its consumers, and is particularly trustworthy, so it is regarded as the prototype of the “carers” brand.As a national brand,
's product design also allows Uniqlo to show itself as leisurely, honest and ordinary. Its personality may not immediately leave a deep impression on people, but as time goes by, people will appreciate it more and more. Therefore, Uniqlo also has the brand prototype characteristics of "ordinary people" . So when recalling Lei Jiayin's image is highly correlated with Uniqlo's brand prototype?
Reference:
https://www.campaignlive.co.uk/
https://en.wikipedia.org/wiki/
https://www.pinterest.com/pin/483222234995290077/
https://commons.wikimedia.org/wiki/File:King_Kelly_ 0554fu.jpg
http://ibscdc.org/
http://www.labbrand.com/
https://www.youtube.com/watch?v=YMnG88vPt2s
KFC official Weibo
"2012_BrandZ_Top100_Report"
Author: Li Yin, original title "How did the spokesperson do this 260 years ago? 》
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