{"id":4407,"date":"2021-09-01T20:49:00","date_gmt":"2021-09-01T12:49:00","guid":{"rendered":"https:\/\/berniewong.net\/?p=4407"},"modified":"2022-08-21T09:37:09","modified_gmt":"2022-08-21T01:37:09","slug":"marketing-is-much-more-than-simply-engaging-popular-celebrities","status":"publish","type":"post","link":"https:\/\/berniewong.net\/zh-hk\/marketing-is-much-more-than-simply-engaging-popular-celebrities\/","title":{"rendered":"Marketing Is Much More than Simply Engaging Popular Celebrities"},"content":{"rendered":"<div class=\"saswp-faq-block-section\"><ol style=\"list-style-type:none\"><li style=\"list-style-type: none\"><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/berniewong.net\/zh-hk\/marketing-is-much-more-than-simply-engaging-popular-celebrities\/#creativity_of_LIHKGs_citizens\" >creativity of LIHKG\u2019s citizens<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/berniewong.net\/zh-hk\/marketing-is-much-more-than-simply-engaging-popular-celebrities\/#digital_advertising_course\" >digital advertising course<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/berniewong.net\/zh-hk\/marketing-is-much-more-than-simply-engaging-popular-celebrities\/#Marketing_Proposals_Are_Penalized_if_MIRROR_Members_Are_Includ\" >Marketing Proposals Are Penalized if MIRROR Members Are Includ<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/berniewong.net\/zh-hk\/marketing-is-much-more-than-simply-engaging-popular-celebrities\/#If_There_Was_Divine_Intervention_in_Brand_Marketing\" >If There Was Divine Intervention in Brand Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/berniewong.net\/zh-hk\/marketing-is-much-more-than-simply-engaging-popular-celebrities\/#Apart_from_the_Latest_Trends_Think_About_What_Else_Would_Work\" >Apart from the Latest Trends, Think About What Else Would Work<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"\"><span class=\"ez-toc-section\" id=\"creativity_of_LIHKGs_citizens\"><\/span>creativity of <a href=\"https:\/\/lihkg.com\/\">LIHKG<\/a>\u2019s citizens<span class=\"ez-toc-section-end\"><\/span><\/h2><p class=\"saswp-faq-answer-text\">Every digital advertiser in Hong Kong is willing to concede defeat when faced with the creativity of <a href=\"https:\/\/lihkg.com\/\">LIHKG<\/a>\u2019s citizens. Recently, rumors are circulating on <a href=\"https:\/\/www.tvb.com\/\">TVB<\/a> about the return of a veteran children\u2019s show host. However, this report has not yet been confirmed. Many people have already posted suggestions online. One of the suggestions is to change the tile of the show into &#8220;\u9583\u96fb\u5e73\u5b89\u9418&#8221;, &#8220;\u81f3\u53fb\u5c0f\u4eba\u745e&#8221; and &#8220;430\u547c\u5438\u6a5f&#8221;. The public mock TVB\u2019s lack of creativity as supposedly new shows turned out to be recycled scripts. If TVB wholeheartedly focuses on a topic, it could be successful in its execution. Besides, several veteran program hosts are very well-experienced. The question is whether TVB utilizes talents that resonate with the audience.<\/p><li style=\"list-style-type: none\"><h2 class=\"\"><span class=\"ez-toc-section\" id=\"digital_advertising_course\"><\/span>digital advertising course<span class=\"ez-toc-section-end\"><\/span><\/h2><p class=\"saswp-faq-answer-text\">Typically, teachers need to mark their students&#8217; <a href=\"https:\/\/berniewong.net\/zh-hk\/\">\u6578\u78bc\u71df\u92b7<\/a> proposals in a digital advertising course. A digital marketer and lecturer, <a href=\"https:\/\/berniewong.net\/zh-hk\/\"><em>Bernie Wong<\/em><\/a>, had a joke about his scoring matrix. If MIRROR <a href=\"https:\/\/doubleuvideo.com\/official-music-videos-on-facebook-watch\/\">music<\/a> boy band members are recommended in the plan, there will be a single point deduction for each member on the scoring matrix with a maximum of 12 points. If the plan features ERROR members, the maximum deduction is 4 points. If the plans propose that all 12 members of the MIRROR group represent 12 constellations and 12 personalities, he would triple that deduction to a maximum of 36 points. Regardless of whether they are featured in academic homework or marketing campaigns, <a href=\"https:\/\/www.dimsumdaily.hk\/16-members-from-mirror-and-error-boybands-send-more-than-5000-fans-into-frenzy-in-tuen-mun\/\">MIRROR and ERROR<\/a> have recently been on the <a href=\"https:\/\/doubleuvideo.com\/announcing-youtube-top-ads-leaderboard-for-2020\/\">leaderboard<\/a>.\u00a0<\/p><\/ul><\/div>\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Marketing_Proposals_Are_Penalized_if_MIRROR_Members_Are_Includ\"><\/span><strong>Marketing Proposals Are Penalized if MIRROR Members Are Includ<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">First, Bernie said that he genuinely appreciates the hard work of these two boy bands. He also appreciates how their managers have painstakingly managed the groups. But what he wants to challenge is for all students and marketing teams to think strategically. That is, instead, simply focusing on the popularity of these celebrities or <a href=\"https:\/\/berniewong.net\/zh-hk\/which-kol-is-the-best\/\">KOLs<\/a> when it comes down to recommending them in campaigns.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"If_There_Was_Divine_Intervention_in_Brand_Marketing\"><\/span><strong>If There Was Divine Intervention in Brand Marketing<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Classic brands like&nbsp;<a href=\"https:\/\/www.bigen.jp\/global\/tc\/\">Bigen<\/a>&nbsp;have engaged Kenneth Tsang Kong to shoot commercials for its products. When enlisting&nbsp;<a href=\"https:\/\/www.imdb.com\/name\/nm0874684\/\">Kenneth Tsang<\/a>&nbsp;to endorse products, at the very least, one would think it reasonable that he should sport some gray hair at that time of filming to reach the target audience. Marketers may be on the lookout for celebrities or KOLs to endorse or participate in marketing campaigns. Fundamentally, the celebrity or <a href=\"https:\/\/social-stand.com\/being-a-kol-is-not-an-easy-task\/\">KOL<\/a> chosen corresponds with the target customer group. But the genuine relationship between the celebrity and the product, or with the brand\u2019s values, will determine how well the collaboration resonates with the audience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Of course, teen idols Keung To, Anson Lo, and Ian Chan are seemingly all-powerful. Any product or brand can instantly increase affinity with its customers by engaging these celebrities, especially within the female market. But <a href=\"https:\/\/berniewong.net\/zh-hk\/which-kol-should-you-choose-for-brand-marketing\/\">brand marketers<\/a> have to think carefully because this is just a short-term strategy. Executing a method like this is similar to simply sticking the celebrity\u2019s face onto your product. If the sticker is removed one day, will the value of your marketing plan for the brand plummet to zero? If stickers of this celebrity\u2019s face have the same effect when used on other products, what would be the value of the celebrity to your brand?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Apart_from_the_Latest_Trends_Think_About_What_Else_Would_Work\"><\/span><strong>Apart from the Latest Trends, Think About What Else Would Work<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In recent corporate training and digital marketing discussions, Bernie often played jokes with marketers that the reason they engage MIRROR for their campaigns is that they want to get up close and personal with their idols. MIRROR and ERROR, as well as the group of veteran children&#8217;s show hosts, are all very high-quality artists. Only when marketers plan to use them appropriately and when they resonate with the values of the brand and products can they truly help to maximize the outcomes of <a href=\"https:\/\/social-stand.com\/facebook-provides-tips-to-optimize-holiday-marketing-campaigns\/\">marketing campaigns<\/a>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Original Source<\/strong>: <a href=\"https:\/\/www.visiongo.hsbc.com.hk\/en\/article\/marketing-is-much-more-than-simply-engaging-popular-celebrities\">https:\/\/www.visiongo.hsbc.com.hk\/en\/article\/marketing-is-much-more-than-simply-engaging-popular-celebrities<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">#hair simply lihkg #should celebrities be penalized for the products they endorse<\/p>","protected":false},"excerpt":{"rendered":"<p>Marketing Proposals Are Penalized if MIRROR Members Are Includ First, Bernie said that he genuinely appreciates the hard work of these two boy bands. He also appreciates how their managers have painstakingly managed the groups. But what he wants to challenge is for all students and marketing teams to think strategically. That is, instead, simply [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4410,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[33,62,61,27],"tags":[525,526,527,528],"class_list":["post-4407","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-trends","category-content-marketing","category-digital-marketing","category-social-media","tag-divine-intervention","tag-latest-trends","tag-marketing-proposals","tag-mirror"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Celebrity Marketing Strategy\uff5cBrand Fit Beyond Popularity<\/title>\n<meta name=\"description\" content=\"Celebrity popularity does not guarantee an effective campaign. 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