"We get calls all the time from productions who want to use our products for free." "I have a friend of a friend who works at a studio and he is helping us with product placement." "We've been lucky, our products have shown up on a few TV shows and we didn't even know they were using them." These quotes, which agencies hear time and time again are EXACTLY why brands need agency representation.
When an actor wants to penetrate Hollywood, does he or she hire an agent? If you are looking to sell or buy your house, most likely you are going to turn to an experienced real estate agent. This also applies to a company that is looking for on-screen exposure in movies, television shows and music videos. Now, for those of you who have read some of my other blogs, I'm contradicting myself here. I still think that companies can be extremely effective with in-house entertainment marketing, providing they hire a dedicated and experienced staff to manage and execute the program. What we are talking about here is the functionality and benefits of a brand represented by an entertainment marketing agency.
So what does an agency do? One of the first things in an agency/brand relationship is an evaluation of the product/service to determine product placement and brand integration possibilities. Second, is the brand a fit for the agency-are there other conflicting brands represented by the agency that may hinder entertainment marketing efforts? Next would be an entertainment marketing plan, based on the brands promotion and marketing objectives. This can range from very simple to a comprehensive program involving original branded content and cross promotion. What about execution? Key Hollywood contacts, pitching the brand to potential properties, reading scripts, developing promotion programs, trafficking products to multiple locations for filming, monthly reports... An agency is your Hollywood agent, interacting daily with producers, directors, studio executives and production personnel on behalf of your brand.
So for all you brands out there reading this thinking about product placement, remember: Nothing in life is free, a friend of friend is not dedicating all of his resources to put your product in the movies and luck will only get you so far! Think about agency representation, it is most likely your best option!
When an actor wants to penetrate Hollywood, does he or she hire an agent? If you are looking to sell or buy your house, most likely you are going to turn to an experienced real estate agent. This also applies to a company that is looking for on-screen exposure in movies, television shows and music videos. Now, for those of you who have read some of my other blogs, I'm contradicting myself here. I still think that companies can be extremely effective with in-house entertainment marketing, providing they hire a dedicated and experienced staff to manage and execute the program. What we are talking about here is the functionality and benefits of a brand represented by an entertainment marketing agency.
So what does an agency do? One of the first things in an agency/brand relationship is an evaluation of the product/service to determine product placement and brand integration possibilities. Second, is the brand a fit for the agency-are there other conflicting brands represented by the agency that may hinder entertainment marketing efforts? Next would be an entertainment marketing plan, based on the brands promotion and marketing objectives. This can range from very simple to a comprehensive program involving original branded content and cross promotion. What about execution? Key Hollywood contacts, pitching the brand to potential properties, reading scripts, developing promotion programs, trafficking products to multiple locations for filming, monthly reports... An agency is your Hollywood agent, interacting daily with producers, directors, studio executives and production personnel on behalf of your brand.
So for all you brands out there reading this thinking about product placement, remember: Nothing in life is free, a friend of friend is not dedicating all of his resources to put your product in the movies and luck will only get you so far! Think about agency representation, it is most likely your best option!
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