Futuríveis
terça-feira, junho 24, 2008
Celebridades como motor de vendas - A mutação
BEYONCÉ is hot. Red hot. The numbers prove it.
On the Davie Brown Index, an independent online rating system that was started two years ago to track the marketing power of celebrities, the singing sensation scores 81.31 on a 100-point scale.
The index bases its score on eight metrics, including influence and trendsetting abilities, and is used by corporate marketers to pinpoint desirable boldface names. With that score, Beyoncé is 27th among the more than 1,800 celebrities that the D.B.I. tracks. (The top five are Tom Hanks, Will Smith, Michael Jordan, Morgan Freeman and George Clooney. The presidential candidates Barack Obama and John McCain are 9th and 25th, respectively.)
One Davie Brown category in which most celebrities appear vulnerable is trust. Celebrities are recognizable and appealing, but are often viewed with skepticism. “Trust always seems to be the lowest score among celebrities,” observes Matt Fleming, a Davie Brown account director who helps brands evaluate celebrity talent.
SO if some consumers don’t really trust celebrities, why do they still run out to buy their perfumes or fashions? The answer, some analysts say, has its roots in two seismic shifts in the cultural landscape that began in the late 1990s.
First has been the emergence of Web sites and magazines that chronicle the mundane, daily activities of stars on a 24/7 basis. A voracious public eager to peek at Hollywood celebrities shopping for shoes and buying coffee wanted, in turn, to buy those shoes and drink that coffee themselves.
The other new force has been the explosive growth and mainstreaming of urban hip-hop music and marketing moves by artists like Mr. Combs, Shawn Carter (better known as Jay-Z) and Jennifer Lopez to slap their personal brands on clothing lines, fragrances and other goods. After hip-hop impresarios narrowed the divide between popular music and blatant hucksterism, other popular musicians followed suit.
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