How to Make Sure a Celebrity Endorser is Right for Your Brand

October 18, 2017 / by Jesse Ghiorzi

iStock_000058494384_Full.jpgPicking an actress to wear your dress on the red carpet or an athlete to appear in your commercial is no easy task. It requires more research than just picking your favorite or asking a few colleagues who’s trending right now. 

Finding out how relevant a celebrity is among the audience you want to reach is one key to a successful endorsement. But how do you find out if your top pick – or current partner – is the right choice for your company? Thankfully there are a few ways to discover not just who’s more famous, but what ideals they represent, how they make people feel and what demographics they connect with.

Q Score

You’ve probably heard Q Rating or Q Score before referencing a celebrity’s appeal and they’ve been around for a long time. They track more than 1,800 celebrities, 600 characters, 600 athletes and hundreds of other personalities and brands. Q Score polls every six months to keep information fresh and counts movie studios, agencies, TV networks and licensing companies among their clients.

E-Poll

E-poll hasn’t been around as long as its rivals, but actually offers a wider variety of tracking services that includes more than 3,600 fictional characters and 1,000 athletes in addition to entertainers. They perform updates on a client’s request and will add names to its database as needed. They offer an overall E-Score as well as data on the awareness and appeal of each name they track.

Google Trends

While not specifically built for it, Google Trends is a good way to compare a celebrity to those in their field or another industry. You can customize the report by timeline, locations and other variables to fit your needs, while tracking up to five search terms. For example, here’s a comparison of a few big stars over the last 12 months in the US. Alternatively, you can hone in on one person to see how their popularity has changed over time.

If you’re looking for more insight on which celebrity is best suited to endorse your product, track a person’s growth from young gun to superstar, take a look at E-Poll, Q Score or even others like Celebrity DBI. For the budget conscious that are still in need of answers, try Google Trends.

Learn more about celebrity and athlete endorsements for brands in our ebook now! 

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