藝人行銷面面觀 / Celebrity Marketing of A Closer Look

藝人天生自帶群聚效應，當紅藝人不用多說，不乏媒體二十四小時跟蹤，人只要一站出來，粉絲們紛紛搶著合照及簽名，二線藝人們可能多多少少，也會在公眾場合被人認出來，指指點點、說三指四，但是，不知道為何，很多藝人都有經營副業，想來，也是正常，藝人們也知道這行業很難吃長久，多一條退路，晚年多些保障。

當然，我也聽說，有些藝人們的副業也是做得有聲有色，生意興隆的；不過，有更多的新聞報導，指出藝人們的副業經營不善，慘澹關門，只能說術有專攻，要想事業經營得好，還是要有些硬本事，不過，藝人們的藝人光環，在業務行銷上，可以較容易得到媒體幫忙，吸收較多注意力。

像我在逛夜市時，在最熱鬧的地區，路過一家耳環店，店門口掛上搶眼紅布條，寫著「曹西平回來了」，曹西平是一名80年代歌星及電視節目主持人，年輕時算是一名男性偶像，現在已經六十多歲了，不過，因為他之前常上藝人小S的節目，所以，很多年輕人倒也是知道，曹西平是誰，而他也常和年輕人互動，所以，算是有點人氣，而他也很巧妙地，利用他的名氣幫店家宣傳，用很直接、接地氣的手法宣傳，要不然，我猜，在同質性相對高，且競爭激烈的夜市中，這家耳環店，我估計撐不過半年，就會倒閉關門，而事實上，好像已經營業超過半年了。

門口還貼著「偷拍會被罵」的貼紙，但是歡迎結帳時合照，真是讓人有點哭笑不得，很實際，有花錢消費，就可以要求合照，不過，不管是藝人，還是一般人，在經營事業上，想要經營的長久，不論是商品或是服務，真的要用心，前陣子，香港明星劉德華開演唱會，就可以看到，不少粉絲是從年輕時，一路追到老，非常忠誠，假如把這份忠誠度，轉換到副業經營上，相信該副業天生就會帶有不少的死忠客戶，有很高的品牌忠誠度。

Celebrities naturally draw crowds. Popular stars don’t even have to try; there’s always media following them 24/7, and fans clamoring for photos and autographs wherever they go. Even lesser-known celebrities might get recognized in public, with people pointing them out and whispering. For some reason, though, a lot of celebrities have side businesses. It makes sense; they know the entertainment industry can be tough to sustain long-term, and having an extra source of income is like an added layer of security for the future.

Of course, I’ve heard of some celebrities running very successful side businesses, really raking in profits. But there are even more stories of their ventures failing and closing down. It just goes to show—everyone has their own skillset. Running a business well takes real expertise. That said, celebrities do have a leg up in marketing, as their status tends to attract media attention and make it easier to get people’s interest.

Like when I was strolling through the night market recently, I passed by an earring shop in one of the busiest spots. Outside, a bright red banner announced, “Cao Xiping is back!” Cao Xiping was a singer and TV host in the ’80s, a male idol in his day, and now he’s in his 60s. Many younger people still know him because he’s frequently appeared on talk shows with other stars like Xiao S. He interacts a lot with young people, so he still has some popularity. He cleverly uses his fame to promote the shop in a very down-to-earth way. Otherwise, I’d bet that in a highly competitive night market, this earring store wouldn’t last six months. But in fact, it’s already been around for over six months.

There’s even a sign by the door that says, “Secret photos will get you scolded”, but it’s okay to take selfies with him if you buy something. It’s both funny and practical. If you spend money, you can request a photo! But whether you’re a celebrity or anyone else, if you want your business to last, you really have to put your heart into it, both with your products and your service. Not long ago, Andy Lau held a concert, and a lot of his fans were people who had been following him since their youth. They’re incredibly loyal. If celebrities could carry that same kind of loyalty into their side businesses, I think they’d have no shortage of dedicated customers with strong brand loyalty.

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