Well, if I'm talking to the production company, of course I have to let them they got the better end of the deal-same goes for when I'm summarizing for brand partners! All kidding aside, the goal is always to create a "win, win" situation for all parties involved when it comes to product placement marketing.
Depending on the details of the deal, there are a number of factors to consider. From the studio/production prospective, they could be looking for your products, cash injection and promotional support (sometimes all three). Some products prove to be more important than others. For instance, if production is looking for a dozen cars, obviously the savings over the length of filming will be huge. Same if they need to borrow 50k in computer equipment for nine months during television season. Cash injection varies, depending on the production, talent, integration opportunity, distribution, projected consumer impressions, etc. Co-branded cross promotions usually involve media support (print, online, radio, TV), in-store activity (POP, gift with purchase, posters, etc.) and some type of contests/sweepstakes and social media. Studios look for incremental media support to help promote their properties while still allowing companies to promote their brand.
So what do brands want?! What's my ROI? How many impressions did I garner? Was my product portrayed in a positive light? Did I receive a branding boost from the implied celebrity endorsement? Did we actually sell any products in correlation with the cross promotion we developed?
At the end of the day, brands want to know that the money and time invested equates to a reasonable return on their investment. And productions? Ditto! But what about the consumer, how do they benefit? I'll save that for another blog post...
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