Recognition Vs. Effectiveness: Using Celebrities to Market to Women

 

In "The Celebrity Cell," an article in the September 2005 issue of Fast Company, Ryan Underwood writes about a recent UCLA and CalTech study that found that just the letters of a famous person's name (or a picture of said famous person) will trigger a strong cognitive response in the human brain.  This probably isn't a huge surprise.  On the other hand, Underwood goes on to quote an academic from Washington and Lee University who cautions that, particularly with advertising, "it's important to distinquish between mere recognition versus effectiveness."

This hit on a hot button of mine regarding the marketing for Winsor Pilates.  I have always wondered if Daisy Fuentes' celebrity status truly "sells" that brand's videotapes, or if the success of the product boils down more to the before/after photos and stories from folks who have made body/life changes because of them. 

Winsor Pilates videotapes were my first entry point into a now fanatical love of Pilates, so I definitely have respect for the brand.  Still, I know that it was the passionate word-of-mouth of a good friend, and NOT (and perhaps, despite) the Fuentes-focused infomercial or print ads back those 3 years ago that inspired my first tape purchase. 

Just to see how things may have changed, I checked back with the WP site today.  And, sure enough, they are using more before/after shots in their marketing.  An image of Daisy is still there - but she's got her fingers pointed at you, the customer (as in "Sculpt Your Body Slim") so it seems less about her.

Guthy-Renker definitely launched the Winsor Pilates brand using recognition/celebrity back in the early days, but perhaps now - as the fitness method has gained so much momentum with the general public - they are turning to the effectiveness/real people strategy.  I applaud them for this.

Consumers interested in Pilates today won't likely be swayed by people they know can afford 4 private sessions a week at $100 a pop, unless they also see that such a thing can be accessible to the average person.   And, Winsor has done just that.

So - the lesson I learned: Don't discount celebrity spokesmodels out of hand. Especially in the launch phase of a new industry.  When there is a learning curve or familiarity curve involved with a new product or brand, fame may be the only thing that swings people's eyes toward it.  On the other hand, as Winsor Pilates did, start building up your real people story database early.  That way, when the celebrity loses his or her shine, you can provide prospective customers with more substantial information and case studies with which they can identify.

Celebrity recognition may be relevant to your market for a short burst of time, I must admit, but keep in tune with customers and know when to transition toward more effective, longterm methods (where a few real people may be involved).

Comments

[Michele Miller]

Interesting... I think that part of the credit does go to Guthy-Renker. I've purchase more things from that company (including Winsor Pilates... which needs a major dusting off!) and tend to purchase from because I know I'm getting a certain level of quality. Whether it's Victoria Principal's skincare system (which I swear by!) or Core Secrets, it's not the celebrity but delivery on promises made.