Real estate agents seem to do it best. Their face is front and center and there is just something about their hair, their makeup that automatically translates in our minds… “realtor”. It’s like watching a reality TV show or a soap opera, within milliseconds, you know exactly what type of show it is.
So what is the problem with every owner or president of a company putting their lovely mug, blown up on every piece of marketing collateral? Well, for one, you ain’t got it kid. Sorry, but we all don’t have a look that captures an audience, but more-so it’s because you aren’t selling you, well…. unless you are. Real estate agents aren’t created equal, some are far more detail-orientated, knowledgeable, connected and experienced than others and that usually equates to more referrals and greater success. They are on every bus stop bench because buying property doesn’t happen very frequently for most people, every eight years on average. Realtors have to stay front-of-mind constantly so their referrals and clients don’t forget about them when it comes time to sell or buy. They are the product and package and they, if they are good, make a home buyer feel safer about a significant purchase. Trust in that specific person is a huge component of purchasing a home which is a hugely emotional transaction for most people.
However, when you are selling a product or service, let’s say candles. A customer doesn’t need to trust the owner nearly as much as their realtor. They need to trust the product. Of course, the owner is responsible to ensure the candles are manufactured properly but you don’t see many reviews about how amazing the owner manages the company. On product reviews, you read about how amazing it smells or how long the burn time is. No customer gives a sh*t about the owner, they just want a candle that lasts and smells nice in some opulent glass jar in pretty packaging that they can give to a friend at a housewarming party that looks expensive so they don’t look cheap.
So when you are creating an ad campaign and you’re contemplating including someone as the spokesperson and/or a key element of the brand, think twice. Is there a real benefit in it? Is there a story that the target market can relate to? Or is the real reason someone wants their face front-and-center on a marketing piece simply ego driven? I apologize in advance if you have to convince your boss that his face isn’t the best option to promote the product.
Don’t get this decision confused with brand ambassadors and endorsements from the famous. That is an entirely different strategy. Utilizing someone’s brand identity that is significantly widely known and compliments your companies brand can be a huge win-win to engage quickly within the target market that admires that specific person. Considerations for this strategy mostly surround assurances that the person will stay aligned with your brand. People are people and if your ambassador makes a public mistake, your company could get cancelled along with them.
