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Should you use endorsements and testimonials in your marketing campaign?Turn on the television or open a magazine and you'll no doubt be inundated with commercials and ads. More often than not, it's a celebrity or someone else familiar with the product who is endorsing it - the milk industry made dozens of Got Milk? ads that made a point of putting celebrities in milk mustaches. And weight loss chains like Jenny Craig and Nutra System rely on people who have had success with the product to sell it through endorsing it for them. When used effectively, endorsements and testimonials can have a positive impact on your business in a number of ways, including:
- Provides proof. Promises of results mean nothing unless there is proof to back up those claims; people want to see proof that something works. Take diet programs, for example. Before and after photos as well as testimonials of people who have tried the program and had success with it are wonderful tools for a marketing campaign. The potential customer is more likely to look at the testimonial and pictures and say, "Wow, that product really does work." However, just as they can provide credibility and bring you business, endorsements and testimonials can also be, at worst the downfall of your business or, in the very least, result in serious damage control. There are a few things to keep in mind if you're considering using endorsements and testimonials in your marketing campaign: - Consider the potential for damage. If the person(s) you are using to endorse your product are well-known, this could just as easily cause problems as it could be beneficial to your organization. Take for example Kate Moss, who ran into trouble with the organizations she was endorsing when she was caught using drugs. Many of her sponsorships dropped her. Anytime the person whose products you are endorsing becomes involved in a public scandal, it could spell trouble for your product. This is something to take into consideration. If you're thinking of using a prominent figure to endorse your product, keep in mind this idea can backfire. However, using endorsements and testimonials can be an effective way to promote and marketing your products; it just takes an appropriate amount of research and knowledge of your customer base. |
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