Star endorsements have a dilemma, and paint companies polish their eyes

Wang Xuebing, we are no strangers, a positive face, but also did "anti-drug image ambassador." But yesterday a news broke that "Wang Xuebing drug use", anti-drug ambassador became "drug ambassador", which once again became the major entertainment headlines, this star drug is the successor to the former servant, this endorsement wave is also rising.
paint
and other home industries are also in the trend of popular star endorsement.
Star endorsement trend surge
from the red star Mei Kailong spent a lot of money to hire size S, to Chen Baoguo endorsement Piano cabinet, Lin Zhiling endorsement smart toilet, Zhongyu bathroom signer Guo Jingjing, Hengjie bathroom contract, Sanxiong aurora lighting contract Xiong Xiong, Mercury home textile contract Liu Jialing, Shi Niman hand in hand with Haiqing, star endorsement for many home brands, it seems to have become a brand and corporate image of the rapid improvement of the convenient channel.
Indeed, please star as a spokesman, is to promote the brand and improve brand awareness of a means, especially when the red star is more likely to attract the attention of the audience, so that the brand quickly implanted in the consumer's mind. However, the star endorsement must be for enterprise development to bring good results?
Singer endorsement advantages and disadvantages of the dilemma
it is understood that the paint invited stars to act as spokesmen, according to the degree of well-known or different degrees of popularity, endorsement fees from hundreds of thousands to millions, in addition to advertising fees, attendance fees, publicity costs are calculated separately. Therefore, a door manager said, if only to endorsement fees, take a few promotional photos, do not attend other activities or make advertising films, publicity effect is not great; If the follow-up publicity activities a lot, but also when the big-name stars, time is not easy to cooperate with, the star's publicity costs will continue to increase, for some first-time use of star endorsement of the enterprise, the follow-up costs may be more than estimated, the enterprise may not be able to afford, so the final endorsement will become "everywhere to see the star's photo plus enterprise logo, but where can not see the star's true body", worried that the endorsement behavior is fat star, thin enterprise.
have different voices about this. Some people think that the star endorsement brand is the most direct way to enhance brand awareness and marketing weapons,
coating enterprises
can enter the consumer's vision and impress consumers more difficult, through the star endorsement, can make it easier for consumers to form a fixed impression, and "will use the star endorsement of the
paint brand
n't be a small brand" is also a consumer's inertial thinking.
Singer endorsements may not all be effective
there are paint enterprises because of star endorsements and taste the sweetness, so that enterprises quickly improve visibility and influence, but also enterprises do not follow the trend, the use of other marketing means to promote sales. In fact, paint enterprises rather than in the star endorsement up and down the big work, it is better in product quality, management level and service quality up and down the work is the long-term plan. When someone in an industry first uses celebrity endorsements to raise brand awareness, he is often successful, but when all companies follow the trend of using star endorsements to promote the brand, it is easy to fail.