Celebrity endorsement
can be key to marketing success
There's
no denying the fact that marketing chiropractic can be challenging. The
public has long been exposed to negative reports about it from the medical
and drug industries, as well as from well-meaning but uninformed consumer
advocates. They've heard chiropractic jokes on sit-coms and warnings on
the nightly news.
To
market chiropractic in general — and your practice in particular — you
must first overcome lingering fears, ignorance and skepticism that keep
people from coming to your office. One of the most powerful ways to
surmount these obstacles is to use a celebrity endorsement.
When
you tell people that chiropractic can help them, they may or may not
believe you. After all, you have a vested interest in selling your
services.
But
when celebrities say that chiropractic has helped them, and it could help
others, people tend to listen — and believe. After all, most people
assume "he wouldn't say it if it weren't true."
As
Marketing expert Patrick Bishop — co-author of "Money Tree
Marketing: Innovative Secrets That Will Double Your Small-Business Profits
in 90 Days or Less" — noted:
"When you get a celebrity to
endorse your company or sign a licensing agreement, you benefit from
customers' awareness of the property, [which] could include the perception
of quality, educational value or a certain image."
After
researching the impact of celebrity endorsements, Melissa St. James, a
doctoral fellow and marketing instructor at The George Washington
University concluded,
"Studies show that using celebrities can
increase consumers' awareness of the ad, capture [their] attention and
make ads more memorable" (quoted in "Celebrity
Endorsements," by Kimiko L. Martinez, Entrepreneur's
Start-Ups magazine, May 2001).
If
you're not convinced yet of the effectiveness of celebrity endorsements,
here's what Jonathan Gaines, president and CEO of top marketing firm DMS
Strategies has to say:
"High-profile endorsements from athletes and
celebrities will set you apart from your competitors, and you can become a
contender in the playing field —a
celebrity spokesperson can work for companies of all sizes."
Obviously,
celebrity endorsements work. In fact, they work so well that about 20% of
all television commercials feature a celebrity.
"Many
companies have had considerable success using celebrities as
spokespersons, especially athletes," stated researchers Amy Dyson and
Douglas Turco, in "The State of Celebrity Endorsement in Sport,"
for the Cyber-Journal of Sport Marketing. They found that, in 1995, U.S.
companies paid more than $1 billion to 2,000 athletes for endorsement
deals, and that sport endorsers were featured in 11% of all television
advertisements that same year. "Research has indicated that customers
are more likely to choose goods and services endorsed by celebrities than
those without such endorsements," they concluded.
Their
research shows that one of the advantages to celebrity-based marketing
campaigns is that:
"famous people hold the viewer's attention. In this
era of sound-bytes and channel surfing, there is a demand for people's
time and focus. For instance, a commercial with the WNBA's Lisa Leslie or
NHL's Wayne Gretzky is more likely to keep a television remote control
clicker on the channel versus a commercial with a local doctor or
dentist."
Of
course, any marketing material — even with
a powerful celebrity endorsement — must be a combination of both
education and sales. It has to convince people that chiropractic is a safe
and effective health care approach — and that it (and you) can help them
in a very real and direct way. In short, it has to answer the question:
"What can it do for ME?"
That's
why a celebrity video like the one produced by the World Chiropractic
Alliance, featuring former boxing champion Paul "The Ultimate"
Vaden, can be so effective!
Here's
a celebrity, boldly declaring "Without chiropractic, I would not have
won the championship." Can you imagine the impact such a statement
can make on a person who wants to be healthy, strong and fit?
The
video goes on to explain WHY chiropractic helped Paul, and how it can help
everyone, including children.
The
WCA video, called "Chiropractic Champion," builds on the Paul
Vaden's strong endorsement by including testimonials from real
chiropractic patients — people who establish an instant rapport with
viewers.
Narrated
by WCA President Terry A. Rondberg, D.C., the video details in clear,
easy-to-understand language, the concept of subluxation and why people of
all ages need regular adjustments to correct them. Using graphics, film
clips and props, the video is an attention-grabbing presentation that will
keep people watching.
The
World Chiropractic Alliance has helped doctors across the globe build
large and successful practices, using the million-selling books
"Chiropractic First," and "Chiropractic Works!" Now,
with the addition of the "Chiropractic Champion" video, doctors
have another effective tool to draw people into their offices and keep
them coming for regular, life-time wellness care.
The
video is perfect for showing during workshops, classes and educational
events in your community, as well as in your waiting room. Copies also
make ideal "give-aways" since very few people will throw them
out without viewing them.
The
videos are available from the WCA for just $4.00 each, plus $22.85 postage
and handling in quantities of 50. When purchasing 100 or more tapes, the
price drops to only $3.00 per tape, plus postage and handling.
ORDER
ONLINE NOW!
To
order, make checks payable and mail order to: The
Chiropractic Journal, 4479 Philbrook Sq.,
San Diego, CA
92130. For fastest service,
call 800-505-5460, or fax credit card orders to 858-350-3747.
