If you are thinking that is a trick question, you are on to me! Depending on your product placement strategy, you can have a really effective program or one that barely registers on your consumers radar. So what's the blueprint for an effective product placement program?
ISM Clients Vizio & Averatec on NBC's Chuck
All Rights Reserved, Copyright NBC
There are several key factors that will ultimately lead to product placement success for your brand. First and foremost is dedication. Either you have an experienced in-house entertainment marketing executive who's ONLY job is product placement marketing or an agency to handle the day to day process for you-NO EXCEPTIONS! Next, you need a strategic plan. As with traditional media advertising, a comprehensive product placement plan plan needs to be formulated, based on your marketing and branding initiatives. Many companies think they already have a product placement program in place: "People call us all the time and we send product out, we don't need an agency." How would you feel about receiving calls for other forms of advertising such as print, TV or radio and leaving the creative in the hands of a stranger you talked to for ten minutes? Product placement isn't any different. You need to target entertainment properties that are a good fit demographically and the placements ultimately need to help move the brand forward, creating incremental sales at the end of day.
So, the million dollar question is do you want an effective product placement program or are you happy gambling that you might hit the jackpot like so few do in Las Vegas?!
All Rights Reserved, Copyright NBC
There are several key factors that will ultimately lead to product placement success for your brand. First and foremost is dedication. Either you have an experienced in-house entertainment marketing executive who's ONLY job is product placement marketing or an agency to handle the day to day process for you-NO EXCEPTIONS! Next, you need a strategic plan. As with traditional media advertising, a comprehensive product placement plan plan needs to be formulated, based on your marketing and branding initiatives. Many companies think they already have a product placement program in place: "People call us all the time and we send product out, we don't need an agency." How would you feel about receiving calls for other forms of advertising such as print, TV or radio and leaving the creative in the hands of a stranger you talked to for ten minutes? Product placement isn't any different. You need to target entertainment properties that are a good fit demographically and the placements ultimately need to help move the brand forward, creating incremental sales at the end of day.
So, the million dollar question is do you want an effective product placement program or are you happy gambling that you might hit the jackpot like so few do in Las Vegas?!
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