Celebrity Endorsement – Pull Factor

We see advertisements as ATL & BTL duly endorsed by Celebrities , may be  from Sports / Bollywood  . Organizations are spending lot of amount with their research team to shortlist Celebrity for their Brand representation in order to make a Push Brand to Pull Brand or to make stronger Pull . We see lot of advertisements endorsed by Celebrities without any proper evaluation by Celebrity whether these brands are going to add on value to their career or going to affect their career adversely,because brand advertisement  is a byproduct ,not their key professional goal. At the same time , Co. are paying hefty sum for a contract of 1 Yr to 3 Yrs or renew contract thereafter without making proper evaluation which celebrity will suit ideally for their brands & in return they fail in getting proper utility of celebrity endorsement with poor revenue generation , in this case both are loser , Co. & Celebrity .

Now , What to do ?

Each Brand has its own factor of Push / Pull in Certain Segment .

Economy / Mid Premium / Premium / Super Premium

Global / National / Regional / Local

It applies for Celebrity & Organization both to consider Pull factor every time when you sign any Contract .

Are you giver or taker ?

For Celebrity – Charge More as Celebrity if you are giver ( High Pull factor)

For Brand – Pay Less if you are giver ( High Pull Factor)

Entire negotiation is to create maximum Pull Factor & if you are creating Pull to other party Charge Premium ,

it is whole game .

Pl Visit – www.corporateadvisor.co.in