How To #32: 3 Important Steps In Planning Product Placement Strategy
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To Be On The Big Screen...Or Not
Every brand (and their agency) gets excited when they get that phone call to become a star on that next great TV show or film. Unfortunately, time is of the essence, and if you don’t have a product placement strategy plan in place to seize that golden opportunity, your brand will be left in the dust.
While concerns will be valid as to whether or not the production will be a good fit, taking too much time to consider after the fact may cost you – if your response is not immediate, it is likely the production will be calling your competitors, seeking the next yes answer before you have made up your mind. But there are steps you can take to have a strategy plan in place, and be at the ready to know if you even will want to move forward. In this blog, Hollywood Branded shares three important steps in planning a product placement strategy for your brand.
You Get The Call
Besides saying yes and sending product, there is so much more that you need to truly do to create a strong, strategic partnership with an entertainment - or celebrity - partner. But these first three steps are the absolute base to the program that you will be building if you get a 'hurry up are you interested in this opportunity' phone call.
To start, the very first thing you need to decide is ...
How Your Brand Will Be Seen On Screen
Ask yourself, and your team:
- How do you want the placement to paint the picture of your brand?
- Is there specific usage that would be ideal?
- What do you want to make sure isn’t inferred about your brand? (ie protect your brand from negativity)
Distinguishing Your Audience
Not only do you need to really identify your own core marketing target, but you need to understand who the viewer will be of the productions that call, as well as the pros and cons of working with different types of genres, and put in safeguards to protect your brand identity.
It is important to note that your first thoughts on whether a project is a good fit or not may not necessarily be accurate. You might actually think that one type of content is dead on right - only to realize when you better understand who the fan base is, that it is dead wrong.
The Demographic Reach:
- What type of demographics do you want to reach? The productions demographic should align with yours – or provide you access into a segmented demo you are hoping to enter.
That will lead you to the next question - what type of content genres do work - or don't work?
Really what this means is... what type of property would be a good fit, which you need to know before you can make that 'go' decision. There are certain questions to ask yourself before you receive that call out of the blue, so you are ready with a quick yes or no response.
- Is there a certain genre of a production that is more/less appealing? Horror or adult comedies may have scenes that are more risqué or violent, does this fit your brand’s personality?
For example, many brands shy away from the horror genre in general, immediately determining that they do not want their brand to be associated with the types of emotions the film or show may arise out of its viewers. However our blog on a study about horror films shows that the genre actually tends to be among the most rewarding investments, as consumers are more likely to develop an attachment to/remember brands when they are scared. So it may be time to get over the scariness of horror if the usage is right...
Now Can I Say Yes?
Only once you have all of that information defined clearly in your mind can you respond promptly for opportunities for brand partnerships and get your brand in the spotlight before your competitors get that call! If you truly want to create solid strategy, and protect yourself from the unknowns of Hollywood, you need to work with a strategic entertainment marketing agency who can not only hand hold you... but who can take the time to really vette out an opportunity and poke holes in it, to ensure it really is the rigth fit. The benefit is that an agency with know-how will also know how to best add in additional bonuses you might never ask for from the production.
Want to learn information like this but don't have time to keep reading? Check out our podcast!
Learn More About Product Placement
Planning your strategy is just the first step of many! Check out some of our other blogs on product placement to learn even more.
- Case Study: What Makes Product Placement Work
- How To Secure Product Placement With A Production
- Product Placement Verses Brand Integration Explained
- How To #29: How Much Does Product Placement Cost
- The Magical Harry Potter Brand Partnerships [Infographic]
Are you interested in integrating product placement into your entertainment marketing mix, but simply dont know where to start? There is so much more to product placement than you may think and it is important to be educated about the key tactics to best fit your brand. Download our Product Placement 101 Infographic to start learning more today!