How consumer trends are shaping voice-overs and how your brand can benefit.
Partnerships don’t need an appearance on camera to be effective. Voice work existed long before television marketing in the form of the radio, which may make the practice seem dated. However, current consumer data continues to prove voice-overs are an effective marketing tool.
Previously I outlined “Five Reasons to Add Celebrity Voice-Overs,” but here I want to revisit voice-overs in celebrity marketing and its relevance in a rapidly changing marketplace.
Here are three reasons voice-overs are still valuable to celebrity marketers.
1). The Emotional Connection
If you are a regular reader you understand my fondness for personalization in digital marketing. This concept should extend to the traditional voice-over medium as well.
A recently released survey of marketing professionals compiled by Voices.com found the most desired element in a voice-over partnership was maximizing the emotional connection to consumers.
Now that sounds quite vague and it’s supposed to be. The magic of celebrity marketing firms like Burns is an ability to identify the best candidate to achieve emotional connection.
Even if the celebrity isn’t a recognizable A-lister, the right voice can elevate a brand’s connection to consumers.
2). The Potential for Broader Demographic Reach
Voice-over marketing does not have to be restricted to a commercial setting. With the evolving world of advertising moving towards digital monopoly, marketers can preempt the trend by incorporating voice-overs into their digital marketing.
As voice actress Joan Baker puts it, “It seems more and more [that] technology leads to the need for more voices to humanize the tech experience. It’s the nature of communication to want to spread information to a wider and wider range of people, and people overwhelmingly prefer to be spoken to by other people.”
Another finding by the Voices.com study backs up Baker’s point. At 93%, a large majority of consumers would rather hear a natural voice over an artificial one.
This gives marketers a great opportunity to apply voice-overs to their digital marketing strategies to personalize customer experiences and better shape an online identity.
3). The Ability to Re-brand
Voice-overs are also a great way to kick off a re-branding process. Many brands including Allstate, Progressive, Coors and Weight-Watchers had massive success establishing their voice.
Carl’s Jr. and Hardees’ is a great example. They have taken a lot of flack over the years for their controversial advertising campaigns that objectify women, but recently shifted strategy with a new partnership. Using Matthew McConaughey in a voice-over, they re-established their brand with a recognizable voice who immediately associated the brand with southern comforts.
They may not be the best quality or most viral ads on the planet, but sometimes they don’t need to be. Using voice-overs in celebrity marketing is still a highly effective means of emotionally connecting with customers and building the brand. The data proves it.
photo credit: Tommy Lopez via (pexels)