The Lumenere Group is a Celebrity marketing consultancy specializing in personality-driven Branding & Content solutions.
We help Companies elevate brand perception and provide marketing advantage through the power of Celebrity.
connects Brands / Agencies with International Celebrities for Marketing, TV/Film, Publicity, Appearances & Performances.
We offer the expertise of a large talent agency, with the agility of a boutique firm. This means less red-tape, competitive prices and more flexibility to suit your needs.
Our global network and partners with the stars and their agents offer a convenient entry for Brands looking to work with International Celebrities.
Celebrity marketing is a strategic marketing approach featuring a famous person to offer an endorsement of a product. This famous person might be an actor, musician, athlete, ex-politician or a cartoon character. They do not need to be international superstars; they only need to be familiar to the target audience. For instance, a famous skateboarder might be unknown to the population at large, but beloved in the circle of young men that energy drinks are being marketed to.
Celebrity marketing has been used across all mediums. Print, television, radio, film and various forms of new media have all been effective outlets for celebrity endorsed products. The key is to match the right celebrity with the right product and place them both in the right ad campaign. If the combination is done well, it can lead to huge profits and an immediate change in the public perception of a company.
The use of celebrities to sell a product is far from a new concept. In the mid 1800s, patent medicines earned the endorsements of queens and popes. Though the times have changed and the methods evolved, the same basic concepts that were true then prove effective today.
Famous people have always made excellent salesmen. Presenting a familiar face is one of the fastest and easiest ways for companies to create brand associations in the minds of consumers. When a widely loved actor or a heroic sports figure endorses a product, that product gains immediate credibility. When celebrities endorse a product, they transfer some of their own personal traits and values onto that product.
Industry researches have conducted a study where ad campaigns featuring (video and still) images of athletes were tested against the same ads with no endorsement. The new research finds that celebrity athlete endorsements deliver significant brand lift and direct response results.
• A 180% increase in unaided brand awareness, highlighting the ability of endorsement ads to fundamentally “register” with consumers;
• A 56% improvement in message association, where participants correctly absorbed the attributes of tested products and services;
• A 39% improvement in brand favorability, demonstrating how positive associations about an athlete carry over to brands;
• A 27% increase in purchase intent, a measure that speaks to brand and behaviour goals.
Another study has found that Consumers are prepared to spend up to 20% more on the same product as a result of who is representing it.
The influence of Celebrity over Brand perception and purchasing power is undeniable. Engaging Celebrities can be an extremely rewarding process for any Brand. With the hefty investment, Brands & marketers look to strategic market research like our TLG Index (TLGI), E-Poll’s E-Score and Celebrity Q-Scores to make Data-driven decisions on what Celebrity to engage. Strategic Research helps determine if Celebrity would be a good fit for a Brand. Our research focuses on the “match-up hypothesis”. Many Brands might believe that simply throwing an attractive Celebrity into a commercial is common sense marketing, and can only increase the appeal of a brand. However, studies have shown that credibility overrules the attractiveness of a Celebrity. When consumers believe that the Celebrity and the Brand “match up”, recall of the campaign and impact of the marketing initiative increase.
The influence of Celebrity over Brand perception and purchasing power is undeniable. Engaging Celebrities can be an extremely rewarding process for any Brand. With the hefty investment, Brands & marketers look to strategic market research like The Lumenere Index (TLI) to make Data-driven decisions on which Celebrity to engage.
TLI is an independent attribute ranking report that provides marketers with a systematic approach for qualifying the use of celebrities in their marketing initiatives. Brands, agencies and marketers can now measure and compare the impact of consumer perceptions of Celebrities in specific demographics and markets. An incredibly valuable tool when finding the right marriage between Brand and Celebrity.
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