HOWTO CHOOSE THE RIGHT PARTNER FOR YOUR BUSINESS The Perks and Pitfalls of Celebrity Endorsement
One of the most iconic examples of celebrity endorsement in American pop culture is the football player Isaiah Mustafa’s partnership with Old Spice. Thanks to viral commercials showing Mustafa spontaneously appearing on a horse, clubbing a pirate pinata with a fish, and wowing the ladies, his face has become more or less synonymous with Old Spice scents, driving up media coverage and sales. This is an example of a celebrity-brand match made in heaven, one that elevates both the brand and the celebrity. With the right match, a celebrity endorsement can be pretty lucrative. As USA Today reports, “A celebrity endorsement increases a company’s sales an average of 4% relative to its competition, and also increases a company’s stock value by 0.25%.” This effect is a product of the consumer psyche, which has a quirk called the “extended self.” Basically, studies show
that people view their possessions as a part of themselves and reflective of their personalities. When they see a celebrity they admire endorsing a product, they aspire to own it, too. A bad celebrity endorsement can have the opposite effect: If consumers hate a particular celebrity, they’ll steer clear of their brands. Ditto for a combination of brand and celebrity that doesn’t make sense (imagine Steven Spielberg endorsing baby food, for example). So, how do you match your brand with the right celebrity? According to “Impact of Celebrity Endorsements on Brand Image,” a paper published by the Social Science Research Network, a celebrity endorsement needs 20 different attributes to be effective. For example, the celebrity needs to be physically attractive, have regional and international pull, match well with your brand, mirror your target audience, and actually use your product. As a quick rule
of thumb, though, look for a celebrity who fulfills the F.R.E.D. objectives for your customers: Familiarity, Relevance (both to your product and the consumer), Esteem, and Differentiation. Finally, it’s smart to consider the cost — celebrities don’t come cheap. As Forbes puts it, “Celebrity endorsements can work and be affordable, but small businesses must tread carefully, choose celebrities who are laser-focused to their audience's wants and needs, and make sure performance tracking mechanisms are in place before the campaign launches.” So, all things considered, it might be wise to explore what a celebrity endorsement might do for your business.
WORLD’S BEST VEGAN CHIMICHURRI
Inspired by Simple Vegan
"IF YOU LOVE LIFE, DON’TWASTE TIME, FOR TIME ISWHAT LIFE IS MADE UP OF."
INGREDIENTS
• 1/2 cup oil (extra-virgin olive oil recommended) • 1/4 cup vinegar (apple cider vinegar recommended)
• 2 tbsp dried oregano
• 1/2 tsp salt
(Himalayan pink salt recommended)
–Bruce Lee
• 2 cloves garlic, minced
• 1/4 tsp ground black pepper
• 4 tbsp fresh parsley, finely chopped
• Cayenne pepper, to taste
DIRECTIONS
1. In a bowl, add all ingredients except cayenne and whisk until well mixed. If desired, add cayenne pepper a little at a time until you reach your preferred level of spiciness.
2. Serve immediately or, for an even better taste and texture, refrigerate for 1–2 days.
3. You may increase the batch size, but keep the ratio of oil and vinegar the same — 2-to-1. Store in an airtight container in the fridge for up to 3 months.
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