Have you ever wondered why celebrities are typically hired as promoters of products? Virtually all types of products have celebrity endorsers. From personal hygiene products to health products, celebrities seem to be the preferred endorsers of these products even though most of them lack the expertise to endorse these products. In terms of basic advertising concept, this celebrity-endorsement approach is called the testimony effect. On the other side of the spectrum, it is also notable that ordinary Joes and Janes in the streets are also hired to endorse certain products. This approach is typically called the bandwagon effect. The underlying principles behind these two advertising conceptsideas are also used in send to a friend marketing strategy.
The testimony effect and the bandwagon effect are efficient advertising techniques simply because the endorsers hired for the purpose are known or at least familiar to the viewers. Consumers can readily trust celebrities and ordinary Joes and Janes in the streets because these are people who they can readily identify. Some celebrities are almost like personal acquaintances. The people-on-the street interview approach is also effective because it makes the bandwagon effect. For most consumers, the testimonials of ordinary people are reliable to some extent because most customers are part of this cross-section of society. The tell a friend software marketing strategy capitalizes on the fact that people trust people they are familiar with.
Since send to a friend involves the relaying of email invitations, people who accept these invitations that bear the name or identity of the people they already know (particularly friends, relative, or associates), they would conclude that the source and the product that is being endorsed are trustworthy. It is relatively harder to avoid people that we already know. If a friend, a relative, or an associate sends us an email, most of us tend to pay attention on the details even if the email was slightly auto-generated by a website like recommend to a friend.
Now here’s a great tell a friend software video that serious marketers must watch.
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