Brands spend a fortune on presenters - is it worth the investment? - Walla! Marketing and digital

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In recent times it is evident that the use of presenters is only increasing, but do presenters really promote the brand?

Do internet stars and influencers really influence?

What are the models that are important to pay attention to when choosing them, and how does this fit in with the brand's set of values?

Presenters and brand awareness

In general, presenters do help promote brand awareness and sales.

Market Watch data published in Forbes magazine shows that when a brand announces a collaboration with a famous presenter, its sales jump by an average of 4% and its shares jump by 0.25%.

However, the influence of celebrities is limited.

Another important figure published in AD AGE, even before the massive takeover of our lives by social networks, showed that the consumer audience was exposed to approximately 3,000 advertisements per day in all media, which leads to an element of marketing overexposure.

In such a reality, advertisements using a famous and beloved presenter, who evokes positive audience emotion, have a better chance of winning the battle for our attention.

However, researchers from the University of Vienna analyzed 46 studies and found that, on average, presenter "endorsements" performed less well than endorsements from quality seals, awards or supporting brands.

In another study, conducted at the University of Warsaw, students filled out questionnaires regarding the degree of influence of famous presenters on their willingness to purchase certain products.

The study found that the presenters have an effect on the purchasing habits of the consumer when it comes to a product that is purchased for the long term, but not when it is a product that is purchased frequently.

An Indian study on the "Effect of Celebrity Promotion on Consumer Brand Loyalty" concluded that celebrities do not really affect customer loyalty to a brand, but increase the exposure of a campaign.

The conclusion that emerges is that when it comes to immediate sales and profits, a presenter can have a strong impact as it greatly increases brand awareness.

But when it comes to a broader matter such as image or customer loyalty, the influence of a presenter is often limited.

Take for example Asi Cohen and his advertisements for the International Bank: did they increase awareness of the bank's services?

Yes.

Did they attract positive attention?

Yes.

After watching the advertisement, did you decide that you trust this bank more or less, compared to the other banks?

probably not.

What is the most important thing about a presenter?

The truth is that there is no single correct answer to this question.

There are those who would argue that what is most important about a presenter is his level of publicity and recall.

It goes without saying that if a famous presenter is chosen, the recall level will be high, because they will remember the name that participated in it.

The more fundamental question is, will they also remember the brand itself?

Take for example Ronaldo who is always involved in multiple campaigns at the same time.

What brand does he associate in our mind?

Nike?

Louis Vuitton?

Can any of them?

Maybe we are even thinking about the Portugal national team or even about one of his past teams?

Due to the risk of the presenter having multiple campaigns, or alternatively overshadowing the brand, there are those who choose to go for a "simpler" presenter.

Not the hottest name on the market, but someone famous enough, who evokes positive sentiment, but not one with an aura that overshadows the brand.

It also leaves more room for the creative team to think of a more relevant or funny advertisement, instead of trying to tailor a "suit" to fit the super presenter.

In addition, there are models that are important to take into account such as The Match-Up Model which states that the more there is a match between the presenter and the product, the greater his influence. That is why, for example, chef Eyal Shani promotes a series of cheeses, and basketball player Baron James promotes Nike shoes. And not the other way around.

Another model is the meaning transfer model. According to this model, when a certain presenter is associated with a brand, consumers conclude that the meaning associated with him is also associated with the brand. For example, if the presenter is perceived as a trustworthy person, the brand will also be perceived as trustworthy , and vice versa. Take for example Kanye West, whose anti-Semitic statements caused all advertisers to shun him and cancel their engagement with him.

In conclusion

It is difficult to derive an exact answer regarding the question of what is the optimal way to use presenters to promote a brand, or if it is even worthwhile and if so, in which cases?

In the end, the answer varies from product to product and campaign to campaign and depends on a large number of factors: the nature of the brand and the products, the main goal of the campaign, the target audience and of course the budget.

While the studies partially answer the question, innovative AI-based management systems may facilitate the decision and refine the selection of presenters and messages so that they bring maximum benefit to the brand.

Ami Asher is the Vice President of Maximmedia - Marketing and Research Systems

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