Black & Decker Auto Tape in the UPN show Cuts
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The greatest home run in product placement since E.T.
scarfed up a pack of Reese's Pieces came with BMW's launch of its Z3 roadster.
When the car became James Bond's preferred ride in the 007 flick
Goldeneye, the hype and glitter surrounding this placement became an event unto itself,
generating hundreds of millions of dollars worth of exposure worldwide. The deal won
BMW and its marketing partners a Super Reggie as the top promotion of the year.
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Beyond the accolades and the press clips, though, the
placement helped drive BMW's business as discounts for the Z3 vanished and waiting lists
stretched out for months.
At the other end of the spectrum, consider The Arrival, a little
sci-fi picture. Star Charlie Sheen sports a pair of Luxottica sunglasses in it, and
the manufacturer parlayed that into a promotion with a counter card of Sheen, plus several
other marketing spin-offs. Result: sales of the shades skyrocketed over 1995 levels.
These two examples demonstrate why product placement has come into
its own as a marketing tool for Corporate America.
Product placement has in the recent years become a thoroughly
professionalized industry. Now more widespread than ever, the business is firmly linked
with broader entertainment marketing, in the form of sizable co-promotions and
joint-marketing efforts.
Product placement is the practice of integrating specific products
and brands into filmed entertainment that provides increased brand awareness and enhanced
brand image.
There are 3 types of Product Placement:
Visual Placement: This occurs when a
product, service, or logo can be simply observed within the setting of a Television show
or Film.
Verbal Placement: This occurs when an actor
mentions a product or service by name.
Hands-On Placement: This occurs when an
actor actually handles or interacts with a product or service.
Frequently Asked Questions
Q: What are the main benefits of Product Placement?
A: There are several benefits:
Product placement is the form of advertising that has a diminishing
cost due to its longevity.
Lower Cost - with the average 30-second spot costing
$50,000-$400,000 or more, product placement is a minor expense.
Significant increase in brand awareness
No Commercial Skipping - since your product is integrated into the
show, you have a 'captive audience'
Perceived Endorsement - your product/services will be linked with
the stars/characters on the show.
Realism - consumers feel that products integrated into a show have
a higher perceived value then similar products advertised during the same show.
Q: What types of products can be placed?
A: Products, Services, Concepts, and Clothing. Promotional
Items:- hats, t-shirts, jackets, coffee mugs, bags, and decorative items. etc.
Point-of-purchase items: merchandise and displays. Signage: banners, posters, neon signs,
and billboards.
Q: What are the fees involved and what type of reporting is
made?
A: Each client presents a different set of situations and we
base our fees accordingly. The price of the service can be affected by the number of
brands a company wants to have represented and the number of placements they expect per
brand.
With our service we exhaust every possible avenue that has placement
potential; TV, Film, Commercials, Music Videos, Game shows, Internet projects, etc.
Our service also provides our clients with a report of our placement
efforts three to four times a year. This visibility report documents the number of
placements, type of placements and their value as compared to a 30-second TV spot. With
each report the client also receives digital photos of the actual placements.
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