Get Endorsements from Groups

When your store or the brands you sell are presented with celebrity endorsements, the endorser’s characteristics rub off on the product image. Researchers at INSEAD-Fontainebleau, Erasmus University, and University of Florida find clear advantages in arranging for endorsements from a group—such as a sports team—rather from an individual—such as a particular star on the team.

• Endorsement from an individual makes you too dependent on the behavior of that individual. The researchers point to the damage to the image of Accenture when news of Tiger Woods’ infidelity hit the media. When the endorsement is from a group, you’ve more flexibility to craft the evidence: If one member of the group behaves improperly, you can feature another member of the group. With a sports team, if they’re winning, you’ll play on how your store or brands are winners. When the team is losing, you’ll play on how your store and brands stay the course and keep getting even better. The researchers contrast the Accenture use of Tiger Woods with the fact that Nike sponsors a group of about 55 National Basketball Association players.
• The researchers find that when the endorsement is from a group, the association is at a deeper emotional level than when the endorsement is from an individual. And consumer psychology studies have repeatedly shown how it is emotions which motivate commitment to a store and a brand.

     University of South Carolina research findings suggest how to structure TV and video ads for maximum effectiveness from the group endorsement.

• First, show one or more of the endorsers using your product or service.
• Next, while explaining the logical relationship of the endorsers to your brand, show the brand.

     The power of the endorsement is weaker when you show the brand before showing the endorser.