In today's era, more consumers than ever are following in the footsteps of celebrities and sports stars when it comes to the products they purchase. While some companies don't have enough money to bring celebrities on board, others rely on this to push sales and profits to new heights.
Monster, one of the heavy hitters in the headphone industry, has taken this approach as of late. They realize that a key celebrity endorsement can be the difference between staying put in the market and taking things to the next level.
Most consumers are not interested in world-class audio when purchasing a new set of headphones. Instead, they are concerned with status and style. They want to look like their favorite celebrity, while also ensuring that they have the same headphones as their peers.
Monster has turned its focus to celebrity-designed headphones as of late, and this was made perfectly clear at CES 2014. The company played up their status with celebrities, including the likes of Tyson Beckford, Nick Cannon, Drew Brees, and Marshawn Lynch.
This company is one of many that has found that the backing of celebrities can make their products more attractive to their target market.
Monster was a big hit at CES 2014 thanks to its marketing approach, and many others are sure to follow in their footsteps as the year goes by.
Entertainment law attorneys are hired to negotiate endorsement deals, ensuring that their client is only involved with the right companies at the right price. Entertainers don't have time to negotiate their own contract, so getting the assistance of a legal professional is the next best thing.
Source: TechCrunch, "Monster’s Keys To CES Success Are Celebrities, Style, And Hype" Jordan Crook, Jan. 13, 2014