CONSOR has commented in the past about the value of celebrity endorsements, because that’s what we do–Brand and Celebrity valuation. But how do you measure the value of unpaid “celebrity” endorsements? Sometimes we can quantify the value, but in any case it’s sure to be a benefit, especially if the endorsement is from the president’s wife.
When First Lady Michelle Obama made an inpromptu visit to a Target store in Virginia this week, it became headline news on all the television newscasts. You can be sure that short visit becomes some powerful presidential endorsement.
Just as Michelle Obama has mentioned in previous interviews that she wears Gap and J. Crew, we’re sure that many consumers will hit their local Target store, feeling proud they are shopping where the First Lady does, too. (Not to mention that the visit gives the Obamas an aura of being a typical U.S. family looking for bargains. A positive image for the upcoming election.)
Now the big news will be what items Mrs. Obama actually purchased. Rumor has it that they were items for their dog, Bo. Once those brands are leaked, look for increased sales for those products. Lucky for them, Target and “Bo’s Brands” just received the best endorsement money didn’t buy–Presidential.