Mistakes Not to Make with your Endorsement Ads
Endorsements have always been a popular means of advertising, long before the term influencer became part of everyday conversation. Paul Harvey, a radio broadcaster that hosted the wildly popular and long-running show The Rest of the Story from 1951 to 2008, was one of the most recognized celebrity endorsers of products such as Leatherman, Bose Radio, Citracal, Select Comfort Beds, and many others. The reason he was so successful and in-demand was his commitment to endorsing only products he tried and enjoyed. The listening audience trusted him, and by association, the products.
Radio itself is one of the most trusted advertising methods. You can use it to give your brand further legitimacy and a particular flair with a celebrity or highly accredited spokesperson with influential board or organizational associations tout the benefits of your products or services. Of course, you want to do your research before choosing your spokesperson. It helps to have someone with a broad fan base that can still come across as genuine. Unlocking the true potential of endorsement advertising depends on being aware of the pitfalls so that you can avoid the most common issues.
Don’t Make Your Endorsement Misleading
By far, the most common mistake with endorsements is misleading statements. This misstep can easily arise from inexperience, insufficient research, unsubstantiated claims, or vague statements about the product’s efficacy or usefulness. You want to be sure that your spokesperson is honest and factual in their claims, as the fallout can do more damage than benefit. It is familiar to supplement manufacturers who have come under fire for false, untested, or misleading claims about their products, such as what happened with Prevagen.
Though some brands are lucky enough to get a surprise mention in an interview, a paparazzi shot of a celebrity holding their product, or inclusion in Oprah’s Favorite Things list, most have to research and negotiate endorsement deals. The Federal Trade Commission has rules on endorsements, such as when you pay a person to promote your products, they should disclose that fact so that the audience can make up their mind about how that influences their decisions. You can avoid these issues by conducting research and properly explaining the endorsement and why your company has received it.
Make Sure They Fit Your Brand Image
A new or small business may be so excited about gaining a celebrity endorsement that they lose sight of whether the spokesperson is the best fit for their brand image. Choosing the wrong spokesperson could not only fail to appeal to your target consumer base but could prove damaging to your image. If your brand portrays itself as family-friendly and wholesome, you would likely not solicit an endorsement from someone frequently written up in the press for excessive partying or unsafe behavior.
You can avoid this type of unpleasant situation by researching who and what resonates with your audience. The right radio influencer can help you communicate with your target customer because they understand how to appeal to their fans. They are accustomed to being in the public arena and conscious of how their actions and words influence their audience, their personal brand, and the brands they endorse.
Avoid Being Overshadowed by Your Endorser’s Reputation
Based on personal fit and behavioral models, you must verify that your endorser has a background that makes, based on personal fit and behavioral models. You should take the time to research your endorser and conduct background checks so that you can anticipate potential problems or ensure that their past behavior is something you can manage. For instance, you’ll want to be sure your spokesperson isn’t someone that speaks or acts in opposition to your brand principles. One of the most recent examples of what can happen is Aaron Rodgers, the Green Bay Packer quarterback. He lost an endorsement deal with Previa Health upon his admission of lying about his vaccination status after a positive COVID test result.
Similarly, you don’t want celebrities with too much exposure because they won’t stand out as representatives. For instance, few people have the recognition or social media following of Kim Kardashian, known for her reality television shows, products, selfies, and high-profile relationships. Any product she endorses may get some initial benefit, but her brand ultimately obscures them. Even before his sudden fall from grace, Tiger Woods endorsed at least ten products, far too many for any individual brand to get the appropriate attention.
Due Diligence Helps Ensure a Successful Endorsement
Finding the right blend of influence, reputation, trustworthiness, and celebrity to fill the role of a spokesperson can be a tall order. Your brand reputation can be made or broken by the person who publicly endorses it. That’s why it is critical to do your research to ensure that you have the right personality and image fit for your brand and to guard against unpleasant and damaging controversy. Don’t be enticed by extremely high-profile people, as they could end up overshadowing rather than promoting your products or services.
Endorsement ads are highly successful when done correctly. They can propel your goods, services, and brand name to new levels of recognition. The proper endorsement can reach entirely new groups of consumers who may not previously have known about your business. Choose a respected, experienced media partner to help you achieve your goals to find the best personality to represent your business.
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