Stars not shining

I was not surprised when I came to know that channel partners do not take
much fancy to the Shahrukh Khans, Sachin Tendulkars and Hrithik Roshans dancing
around on the TV screens, praising companies and products. Channel members feel
that finally it's attractive price points and tempting configuration that helps
them sell.

I know vendors will care two hoots about this channel perception. Most
vendors, who are spending crores of rupees to pay these film stars and sports
stars, strongly believe that sales have actually gone up because of celebrity
endorsement. For instance, Lenovo believes that its brand awareness has almost
doubled in six months after they got Saif and Soha. Similarly, Acer believes
that after Hrithik started campaigning for them, their monitor business went up
by more than 50 percent.

I wish all these figures impressed the channel partners. Unfortunately they
do not, and this should be a matter of concern. I really believe and wish that
just like vendors, the channel partners were also upbeat about the use of
celebrity. It is important that channels see value in this branding. Vendors are
getting all these stars to ensure that when a buyer walks into a store, the
top-of-mind-recollection trick works.

I do not know how much feedback channel partners have given to vendors on
this, but some quick action is required-from both sides. Vendors need to put all
the data that they have to prove how and how much the stars are helping. And how
it is translating into a win-win for everybody. At the same time, channel
partners must tell vendors what are the clear and measurable returns that will
convince them.

Finally, I am not too sure how many of those who want to buy computers are
impressed with film stars, who are selling everything in the world today.
Successful scientists, engineers, doctors, traders and designers could be better
references.

Ibrahim Ahmad

ibrahima@cybermedia.com.in