- How To Find Product Placement Opportunities For Your Blogs
- How To Find Product Placement Opportunities For Your Blog Site
No medium is safe. Movies account for a relatively small slice of the product placement market. Television attracts close to 71.4% of all paid placements, and about 75% of all broadcast-network shows feature placements of some kind. Collectively, the top 10 TV shows of 2008 featured 29,823 product placements. Placement in video games was a $1. Apple’s Product Placement Strategy: Migration from Movies to TV Shows/Web Series. For any marketing professional, Apple is the best example to follow as this tech giant has successfully done product placement with a meager budget and sometimes at gratis. Ask for advice or introductions on your behalf. Continue to 'work” a variety of product placement channels, by sharing valuable advice, tips and client stories - with pictures and videos as. You wanna start getting more placements, maybe nobody’s ever explained to you a strategy of how to get placements. Now, you know, me personally, I’ve had the opportunity to produce for commercials on MTV, I’ve had the opportunity to have my music featured on VH1, I’ve had opportunities to produce for the likes of artists like Kendrick.
Like her or not, if Kim Kardashian Tweets about a product, sales jump a lot. But you don’t need to pay Mrs. Kimye $20,000 to push your product.
Related: How to Get Your Product into a Hollywood Movie
Savvy entrepreneurs get their brand and products in front of targeted audiences every day through a variety of free online spaces, fans and influencers, as well as traditional mediums like local cable news reports, radio segments and magazine articles. Small business owners can also tap targeted “pay for play” product placements in community papers, and Facebook and Twitter ads, in addition to exposure in company websites, blogs, Pinterest, Vimeo and YouTube channels.
Shelli Martineau, a Seattle-based director of fan engagement at Affinity.IS and freelance digital marketing pro, said optimal results happen when companies use multi-prong exposure in one outlet, such as helpful shares on a company page plus targeted advertising on that same platform.
Before putting your own product placement campaign in motion, Martineau emphasizes doing your homework to understand your sales funnel and what you hope to achieve. Clarify the age demographics and interests of your target markets and create specific personas to represent sub-categories, such as businessmen, soccer moms, millennials, career women, etc. Craft campaigns for each
Go big, go national. Over the past 5 years a small Long Island, NY company has snagged free national product placements on numerous prime time TV shows, including NBC’s home renovation competition reality show, American Dream Builders and ABC’s Extreme Makeover: Home Edition.
The resulting exposure gave Barron Designs, and their subsidiary companies FauxPanels.com and FauxWoodBeams.com, expanded brand awareness, instant credibility, and most importantly - new business. Sibling entrepreneurs Steve and Ruth Barron continue to land new product placement opportunities that have lead to double-digit increases in revenues. They advise:
1. Create brand and product awareness with company-generated product placements via mentions, photos, and videos in all major social media channels, including Twitter, facebook, Pinterest, and YouTube.
2. Monitor social media channels to discover and connect with TV and movie producers able to feature your product.
3. Don't be afraid to cold call and ask 'Who should I speak with?', so you can send information about your product to the right person
4. Prepare a press kit and product samples for selected editors, writers and producers.
5. Get in touch with companies that have had similar (but not the same) products featured on major network shows. Ask for advice or introductions on your behalf.
6. Continue to 'work” a variety of product placement channels, by sharing valuable advice, tips and client stories - with pictures and videos as much as possible - that serve the specific prospects.
Related: How to Get Your Product into the Hands of a Celebrity
Go local, win big. Karen Girardo sells a growing line of natural products nationally via JustNaturalProducts.com but profits from a local focus. Through strategic outreach, diligent follow up and hand picked paid vehicles, she has secured a range of product placement coverage in New Hampshire-based newspapers, magazines, radio and TV.'I'm always looking for opportunities to generate free press and product exposure for my company,' Girardo said. 'I got coverage in our daily paper and on a local radio show as a result of being a part of Go Shop / New Hampshire Made paid advertising campaign. My story and products have been featured in many local media channels as a result of my personal outreach to those outlets.”
Girardo said success happens when you know your audience and what matters to them. She recognizes the value of online product placement activities via social media shares and blog posts (as well as PPC) but every time her products are featured in any local media platform, her website traffic and sales go up.
Related: The Sweet and Simple Marketing Lesson From 'House of Cards'
Have you ever watched a movie or a television show and noticed that certain brands seem to jump out at you? A twist of a soda can here or a sign in the background that gets emphasized is considered a product placement. Some product placements may just stay in the background, but others, like a neon Coca Cola sign in Superman II, become part of the story itself. There are certain pros and cons of product placement that must be evaluated before accepting a deal, so here are some of the key points to think about.
The Pros of Product Placement
1. It helps film companies be able to pay for content creation.
Advertising has been part of the movie and television viewing experience from the very beginning. Even the earliest TV shows would have product placements or live announcements about the sponsorship of the show so that viewers would be exposed to specific brands. The money from those sponsorships brings the stories to the consumers. Without it, there would be fewer stories.
How To Find Product Placement Opportunities For Your Blogs
2. When done correctly, it enhances the viewing experience.
The great thing about movies and television shows is that it blends fantasy with reality to make it a viewing experience that can relate to the average person. A good show makes people feel like they are really there. Product placements that are subtle and realistic within the context of the story can help to enhance this experience. Would Bruce Wayne drive a Chevrolet? Of course not. That wouldn’t be realistic as a billionaire. A Lamborghini would make sense.
3. It increases the profit margins for film companies.
Movies and TV shows have to make money in order for them to continue producing new content. Product placements reduce the expenses needed for filming, which enhances the potential profitability of a movie. If a film costs $40 million to make, but $20 million of that is covered by product placement, then the film only needs $20 million at the box office to break even.
4. It creates a greater awareness for the brands that is positively associated with a good movie.
If people enjoy a movie and there are product placements involved with it, then those positive feelings get translated to the brand. Taco Bell had huge product placement investments into the 1990’s movie Demolition Man. The movie still has a cult following and many celebrate Taco Bell day on the anniversary of the movie’s release.
The Cons of Product Placement
1. It can interfere with the plot of the movie.
Although there are billions of dollars in advertising revenues up for grabs every year thanks to product placement, having excessive levels of advertising in a movie can be distracting. Some movies like Minority Report or The Island become known not for their plot, but because of the shameless product placements that are placed in front of viewers. Obvious product placements break people into reality.
2. It creates a cluttered screen.
Even if a director notices that the amount of products in the shot is cluttering the screen and making the acting difficult to follow, there isn’t much that they can do about it. The contracts that authorize the product placements often dictate how, when, and how often those products are displayed. Since this form of advertising has become highly competitive, the amount of clutter is only going to keep increasing.
How To Find Product Placement Opportunities For Your Blog Site
3. It is expensive.
Movies and TV shows have a global reach that hits billions of people. That means advertising through a product placement isn’t going to be cheap. It’s almost always going to be a 7 figure investment for a minimal placement and likely $10 million or more for a brand to be involved with the plot of the movie. Heineken, for example, paid $45 million to have James Bond stop drinking martinis and start drinking their beer.
4. Competitive brands can cancel each other out.
Some movies and shows include so many different product placements from within the same industry that the effect of the advertising gets canceled out. If too many brands from the same industry are seen by viewers, then there is no loyalty created. That’s why you never really see Burger King in the same movie with McDonald’s.
The pros and cons of product placement show that it can be a beneficial relationship for everyone involved when done correctly. Most of the negatives in product placement can be attributed to an over-indulgence into this advertising medium. Take a look at your favorite movies or shows, see what brands you recognize, and then consider what brands you purchase. There’s a good chance they match.
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