Nigeria Content Online

With
a population of over 150 million people, Nigeria is a marketers’ dream.
Both local and international companies must look for ways to increase
their market share by employing innovative marketing strategies. For
years, celebrities have thrown their fame and image to support brands
and consumer products and there has been a steady increase of celebrity
endorsement in Nigeria; this is good.

There must be a
mutually beneficial relationship for an endorsement and it should offer
huge possibilities for both entertainers and the companies with whom
they partner. The artist must be able to give the endorsing company the
right exposure to its target segment and in return the artist has an
opportunity to earn money and even greater visibility.

Name and image

The most valuable
asset a celebrity has is his or her name and image. Often artists are
totally consumed by their creativity and ignore the financial value of
their image. By building a strong and exclusive personal brand,
entertainers will be able attract the attention of companies who wish
to have them identify with a product. Such talent can increase
recognition and acceptance of a brand by tapping into the consumers’
passion for the persona and image of our celebrities, which could
translate to a boost in sales.

Once a celebrity’s
fame is firmly entrenched, companies may be willing to invest millions
of Naira to associate that image with their brand. Artists should take
deliberate steps to develop and effectively position a strong and
timeless personal brand to maximise their earnings whilst they are
still in the public consciousness; their image can be used to
supplement and diversify revenue streams. Indeed it is common for a
good part of a star’s wealth to be attributed to sponsorships and
endorsements outside their professional calling.

The impact of
celebrity endorsement on a brand can be significant and many corporate
and product marketers such as Glo, Etisalat, MTN, Guinness, Chivita,
Lux, Onga, GTBank and Lagos State Government have recognised its power.
It is gratifying to see Nigerian movie stars, musicians, comedians, TV,
Radio and sports personalities and other celebrities like Lagbaja,
D’Banj, Tu Face, Asa, Cobhams, Agbani Darego, Oluchi, Joke Silva,
Genevieve, Kate Henshaw-Nuttal, Ali Baba, and Basket Mouth, lending
their images to local and international brands.

The popularity and
success of celebrity endorsement has in other markets prompted stars to
expand their portfolios by launching their own clothing, perfume, and
other brands to keep their names out there and secure their financial
future.

The celebrity’s credibility

Celebrity’s attract
attention, and an artist should be able to convince and connect with
the consumer via credibility. A corporate brand with a core focus will
go out of its way to seek the right celebrity to match the brand as the
core idea of the campaign is as important for the brand as it is for
the celebrity. A good example of a celebrity successfully matched to a
product is former heavyweight champion boxer, George Foreman, a fit and
energetic boxer who is a good spokesman for healthy cooking and eating.
His positive image continues to impact sale of the “George Foreman
Grill” long after he is done with the boxing ring.

Guard your reputation jealously

As a celebrity
bestows special attributes on a brand, in the same way, his image and
public reputation can tarnish the brand’s image. Sometimes through
their behaviour or due to a scandal, celebrities betray the public
trust that has been endorsed by their selection.

It is debatable
whether or not celebrities should be held to a higher standard of
conduct but there are certainly issues to consider: If you are being
paid for your talent and skill as a musician, a sports personality or
an actress, you’re allowing your image, charisma and ability to draw
people to you and by association to the product is thus of huge
importance. If your behaviour causes you to no longer fulfil the
demands of the role, then a company must protect its product and must
consider whether the relationship is still beneficial.

Companies are aware
of the potential hazards of celebrities endorsing their products and
many contracts contain a moral clause that allows a company to exit
without penalty if the celebrity’s behaviour is seen to affect the
company’s reputation. Some of Tiger Woods endorsement deals were
discontinued and advertising appearances cancelled. However due to the
sheer magnitude of his celebrity, and his earning power for the
products that support him, Nike and a few others continued to stand by
him.

Celebrities usually
turn out to be the greater losers financially and in terms of good will
when their image is tainted in some way. Because of the sensitive
position they occupy in the public eye and often as role models to
their fans, it is thus important for Nigerian celebrities to guard
their reputation jealously.

Celebrity
endorsement is earned; it is in itself an endorsement of one who is
perceived to be fit to stand out in the public eye as a role model to
their fans, and to represent a brand. A celebrity who has successfully
built a personal brand is thus more likely to be sought after and can
capitalise on that image and earn significant supplementary income
through endorsements. The reach of endorsements can be tremendous and
goes much farther than the immediate cash benefit; there is the
attendant recognition through television, radio, newspapers, billboards
and other media.

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