marketing articles business management businesses Marketing sales Technology Business finance Lean Manufacturing small business Investing articles employee health

How to make your marketing efforts more effective by finding the right endorser

Marketing is a hard job; you want to make it as easy as possible on yourself and on your marketing team. One way to make marketing a heck of a lot easier and more effective simultaneously is to make sure you find the right endorse(s) for your product or service.

What does it mean to fight the right endorser for your product or service? How would your marketing efforts become more effective by doing so? Well, first of all, an endorser is someone who shows approval of a product by publicly linking his or her name to it. Usually, when we think of endorsers, someone famous comes to mind, a great athlete or artist etc. We see his or her face on a bowl of cereal or on a brand of underwear, and we think: Well, gee, if so-and-so likes it it must be good. And so we buy it and try it based on so-and-so's endorsement.

It's a mistake, though, to think that finding the right endorser means finding someone famous. How many businesses, after all, are in a place to (a) afford to pay a famous endorser or (b) even need to do such a thing? Finding the right endorser for most businesses is finding someone specifically known to the business's customers. Let's say, for example, that you make a kind of specialized mining tool and you want to make your marketing efforts more effective by finding the right endorser. In this case, you obviously wouldn't be looking for a famous singer or football player to endorse your product. Mine operators don't care what Janet Jackson (for example) thinks about your mining equipment. But if you could find the right voice, say, a well-known expert on mining equipment, to give your specific brand a big thumbs-up, you'd be in business, as they say.

Finding the right endorser, then, will make your marketing methods more effective because it will build trust in your clients; and the second important thing to remember is that you can find an endorser in any field of business.

Onto the third important thing! Sometimes the best endorsers of a product are-regular customers, John and Jane Q. Public! In other words, if you're a small business selling a unique new laundry detergent, the last thing you need is one of the Three Tenors mugging in a tuxedo next to a box of the stuff. What you really need are testimonials from normal people who use laundry detergent every day and are especially pleased with your brand.

Look, for example, at the success that Subway Sandwich enjoyed with their Jared campaign. Jared was a nobody from nowhere; he lost weight by eating Subway Sandwich products; and presto!-Subway suddenly had an Everyman celebrity at an Everyman price.

Creative approaches such as these are used time and time again, but on a smaller scale, by businesses across the world. Finding the right endorser to make your marketing methods more effective simply means finding a voice that people will trust to "back up" your product or service. The fact that these voices are ideally oftentimes an average man or woman speaking frankly to other average men and women means two good things for you-(1), getting an average Joe or Jane is a lot easier than getting a celebrity, and (2) a lot less expensive.

When you sit down with your marketing team, keep these simple rules in mind. Think outside of the box, as they say-be creative, look for economical methods that are nevertheless exciting and compelling. Remember that your endorser doesn't have to be a big shot, and that most people trust "people" rather than "celebrities" when it comes to buying a product or service.

FREE: Get More Leads!
How To Get More LeadsSubscribe to our free newsletter and get our "How To Get More Leads" course free via email. Just enter your first name and email address below to subscribe.
First Name *
Email *


Get More Business Info
Business Info
Marketing and Sales
Technology
Finance
Manufacturing
Small Business
Investing
Employee Health and Fitness


Sponsored Links
Recent Articles

Categories

Search This Site

Copyright 2003-2020 by BusinessKnowledgeSource.com - All Rights Reserved
Privacy Policy, Terms of Use