Endorsement, In order to sell well

explanation

Have you ever seen the advertisement which starring by Tora Sudiro? In that advertisement he didn’t have a role to be another person, but to be himself. From that advertisement (or commercial break), you’ll get message that Tora Sudiro persuades us to eat the noodle.

If in the context you talk about the strategy of product marketing, in advertisement like that not a new things. You can see other public figure that support marketing a product. Agnes Monica with her motorcycle product, Ungu and Radja in cellular network provider, Padi with instant noodle product, etc.

This marketing advertisement is called endorsement. Endorsement is an activity which done with purpose to support someone or a product, and the activity doer is called endorser. The support to this product also often called testimonial.

Usually, an endorsement actually use public figure in order to make a good image as well as ‘the star’. For example, Agnes Monica with her motorcycle product. Maybe you’ll think, “Wow, Agnes uses that motorcycle, I want too!”. Of course Agnes get expensive payment for that endorsement, because she actually able to sell that product.

You not believe?

Suppose this, there is a commercial break on TV, which persuades you to buy a soap product, however, you really don’t know with the advertisement star. Then you see a commercial break, which show Dian Sastro with her pretty body and beautiful face on same product (soap), but with different title. Just be honest, you more interesting with Dian Sastro’s advertisement, aren’t you?

In the beginning probably you just interesting, however actually that is a advertiser’s directive. By remember to a product—believe it—in the future you’ll be a potential candidate costumer who will buy that product. Something like that called brand awareness, and that is the principal directive from advertisement.

As told by Mr. Hermawan Kartajaya, actually using public figure as a product endorser is one of great marketing strategy. Especially of the using is appropriate with the product’s credibility, which endorsed. Mr. Hermawan also indicating that endorsement, which does by athlete for sport’s product, is one of the most effective endorsement activities.

For example, David Beckham with his product Jersey Real Madrid, experience a significant increased sell since Becks play for Los Galacticos (the increasing until more than 150% from normal selling).

Now, local product, which its not-too-large selling scope also use this endorsement strategy for support its marketing product. Ouval Research endorsed by Extravaganza Stars. Nova Arianto, Persib Player, is being an icon of Barbel—one of clothing from Bandung. I heard the shirts from Barbel (which actually selling Nova Arianto’s image) are so selling well by Bobotoh Persib.

So, do you think endorsement is good for selling?