The Ugly Face of Marketing Testimonials – 7 Things to Consider when Using Celebrities in Marketing

The Ugly Face of Marketing Testimonials – 7 Things to Consider when Using Celebrities in Marketing
#151 14/06/2016 Geschätzte Lesezeit: 2 Minuten.

Celebrity endorsements have become popular in marketing and advertising, often enabling retailers to reach out to new target groups. How do you choose the right person to appear on your marketing materials? Here’s a helpful guide in 7 steps.

Using testimonials in advertising has become a huge trend, for many good reasons. Marketers want to talk to an individual consumer, and the easiest way to talk is for you to have a face that can appear in front of a potential buyer.

Two Types of Testimonials

Two distinct types of testimonials have evolved in recent years: one involving celebrities, the other, ‘ordinary’ people. While the latter is not without its own set of challenges, the former usually involves various rounds of screening potential candidates and selecting one that both represents the brand’s core values and speaks to the desired target audience.

Testimonial Checks

This process can be fun; negotiating the risks associated with the various options is tricky though. The following factors have to be considered:

  1. How well-known is the celebrity in the company’s target market?
  2. Have they been the subject of intense media scrutiny in the past?
  3. Are they actively engaged in the target market?
  4. Does the celebrity actually embody the values propagated by a brand or product?
  5. Are they perceived to do so?
  6. Does the celebrity ‘travel’? Even someone who is successful in one market and might appear uncontroversial can be a liability in another market.
  7. How about stories that have been swept under the carpet? With every celebrity, there is a back story which certain people know and others don’t, until a particular issue becomes virulent, which lets the celebrity appear in a new light.

All these factors are important, and they require a broad set of research and evaluation skills with regard to the new target market.

It is essential for any company to go through these questions in order to avoid shitstorms and long-term reputation damage which comes with the ‘wrong face.’

How to Check Testimonials

Nimirum offers its clients a toolbox designed to make this process easier, quicker and cost efficient. A variety of options are available, which we are very happy to discuss with you.

Wir empfehlen Ihnen folgende Zitierweise:
Fricker, Christophe: „The Ugly Face of Marketing Testimonials – 7 Things to Consider when Using Celebrities in Marketing”, unter: (abgerufen am 25/06/2020).

Ein Thema, mit dem Sie beruflich zu tun haben?

Anja Mutschler

Anja Mutschler


Dann helfen wir Ihnen, auf dem Laufenden zu bleiben. Nimirum bespielt fundiert eine Bandbreite an Themen, die für Menschen und Märkte derzeit interessant sind. Abonnieren Sie unseren Infoletter, der Ihnen regelmäßig alle Insights zusammenfasst. Oder buchen Sie eine Research von Nimirum, die Ihnen komplett und maßgeschneidert dieses Thema aufbereitet. Schauen Sie hier, was wir im Angebot haben oder kontaktieren Sie Anja Mutschler direkt als Ihre Ansprechpartnerin für Research-Projekte.

Kontakt mit Anja Mutschler

Dieser Artikel ist ihnen etwas wert:

Diesen Artikel bewerten:

Weitere verwandte Artikel lesen

Expertenwissen in der Kommunikation – Aufwind nach Coronakrise? #237 – 15/04/2020

„Die Wissenschaft hat in der Coronakrise getan, was sie am besten kann: auf Grundlage akademischer Erkenntnisse erörtern, wie die Lage zu bewerten ist und welche Handlungsempfehlungen getroffen werden können. Aus Sicht der Wissenschaft. Nicht: aus Sicht der Bevölkerung. Oder der Politik. Oder der Wirtschaft.“ - Eines unserer #expertstatements von Anja Mutschler.

Die Latenz der Menschlichkeit – Corona in Zeiten von Shitstorms und Hatespeech #236 – 9/04/2020

„In Zeiten von Corona erleben die Menschen eine Welle der Solidarität und Hilfsbereitschaft. Hat Corona den Hass besiegt? Nein! Zum einen ist es eine menschliche Eigenschaft, in Notsituationen zu helfen. Ebenso haben die Leute aktuell Wichtigeres zu tun. Ein sorgenfreies Leben scheint ein guter Nährboden für die Entwicklung von Hatespeech und Shitstorms zu sein. Doch wie echt ist eine Solidarität, die nur in Krisenzeiten auftritt? Es wäre wünschenswert, wenn etwas Menschlichkeit auch nach Corona in der Gesellschaft weiterlebt.“ - Eines unserer #expertstatements von Dr. Christian Salzborn.

The Future of Food – rethinking „Fields to forks“ #180 – 18/01/2017

Food Systems – the pathways through which food travels from farmers’ fields to consumers’ forks – are about to change fundamentally in response to multiple environmental and socio-economic pressures. Sustainable food expert Dr Stefan Jungcurt at Research Provider, NIMIRUM, outlines key facts and presents an outlook on future debates around food production and delivery.

“What is the role of humans?” – Tech people and people people talking translation at TEF2016 #173 – 4/11/2016

Technological change is turning the world of translation upside down. Client expectations are changing, which leads to the emergence of new job profiles and tasks. What is in store for translation in a multilingual, communication-oriented world? Visions and tools were discussed at the EU Commission's Translating Europe Forum 2016. A comment by NIMIRUM Managing Partner, Dr Christophe Fricker.

“The United Kingdom has never been more disunited”: How different are Scotland, England, and Northern Ireland now? #160 – 16/01/2017

Scottish and English socities seem to be drifting apart – and Northern Ireland is different again. A closer look at values and attitudes reveals deep rifts. Businesses as well as politicians are wondering: Having distanced themselves from Europe, will Brits also give up on the notion of a United Kingdom?

„Open discussions missing from Chinese journalistic texts” #147 – 24/05/2016

Getting information about the Chinese market is one thing. The real issue is knowing what to do with it. We interviewed Oliver Pöttgen, expert researcher with a focus on the Chinese media, entertainment, and Internet landscape, about how research on China compares to the analysis of other countries.

Global Claim Checks: Do Not Bend Your Clients #145 – 30/01/2017

Advertising slogans and company claims can contain unwanted messages -- especially when a foreign-language version has not been properly checked. A new service offers protection against the 'omnishambles' moment.