Celebrity endorsements are often unnecessary and a waste of resources. They’re cloaked in extravagant negligence simply for the sake of recognition. Nothing to do with product or quality.
Take for instance the launch of TD Bank some years ago. I’d much rather see a creative concept (like the BART robot they utilize today) than realize they’ve spent millions more dollars to have Regis and Kelly hawking the virtues of its unconventional bank. I don’t believe consumers are so starstruck and gullible to choose a bank simply because their favorite TV morning show co-hosts plugged it; at least I’m not. Show me that you are frugal with your money…my money and maybe I’ll entrust you with it.
Zaxby’s is another company I wish would change its ways. I long unsubscribed from their email list because all the emails were all about them (birthday cake milkshake or some enticing sandwich), never me, the customer. How about say thanks now and again, offer me something free? And quit dishing out the big bucks to Hollywood celebrities (whom I can’t fathom eating your high-calorie food and ruining their figures) to peddle your goods. I doubt some have ingested chicken in years. Instead, consider spending those millions on customer promos instead. Be more like Chick-Fil-A and Krispy Kreme and send your patrons coupons and occasional freebies. Boost your revenue with customer appreciation.
Then there’s Cigna. An insurance company resurrecting TV doctors of shows long gone. You’re in the healthcare field. Please prioritize patients’ coverage over your market share.
The bottom line is we’re living and consuming in a new day and age. Be more creative and wise with your marketing budget. Aim to be authentically memorable.