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5 Ways Brand Marketers Secure Product Placement To Increase Sales

Stacy Jones
Stacy Jones
October 16, 2017 at 11:11 AM

2 minute read

Why Brands Secure Product Placement

When developing a product placement strategy to increase sales or raise brand awareness, it is important for the brand to figure out what their goals are. Ask yourself, what do you want? Is it a single brand integration that will be supported by co-branded media, a retail campaign PR and social media? Or, is the idea to create a number of strong product placements to engage consumers and assist with brand awareness and sales.

Knowing your goal will drive the overall options to leverage for exposure. In this blog, Hollywood Branded shares 5 ways brand marketers can secure product placement to increase sales.

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Suiting Your Brand's Needs For Product Placement

As a brand, when you have determined what goals you’re looking to achieve (check out our podcast and infographic 3 Steps For Planning A Product Placement Strategy) your next step need to assess the best options to secure a brand integration.

Every brand has different goals, so our team has broken down what you should consider into five options to explore. 

Option One:  Cash Fee

First, the cash fee option. The brand pays the production a fee to have their product and logo become highly featured and guaranteed in the final edit of the content. Though this does not guarantee a placement, it does make a bigger influence with the production’s decision makers. Cash fee for product placement hollywood branded

Option Two: Trade Out

Consider a trade out. Trade out of the brand provides complimentary products to production such as food or beverages, mobile phone and service or even automobiles. Basically, anything that will help the production lowers their budget.

 Talk Show Opportunities On TV

Option Three:  Media Buy

Look at the option of a media buy. The brand leverages their media budget to purchase ads around the content featuring the storyline integration. Primetime TV favors this practice with both Ad Sales and the production working together.

 Old ad buy product placement hollywood branded.jpg

Option Four:  Loan Of Product

The brand can also loan their product to the production and provide clearance approval for on screen usage. This saves the production from having to purchase the product. It is also important to note that for higher priced items, the production provides a certificate of insurance to guarantee the return of goods.

 how your product placement program works

Option Five:  Promotional Partnership

Finally, consider promotion as leverage for the brand’s media plan, distribution network or retail footprint. Teaming up with the production for promotion can give the brand an opportunity for co-branded advertising campaign highlighting the release date. This can harness the ability to reach new audiences and receive higher viewership.

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The Infographic

Check out this short infographic that is part of our larger Product Placement 101 Infographic and "How To" series.


Continuing The Conversation On Product Placement 

Want to have more of your questions answered about product placement?  Read our Product Placement & Promotions 101 Guide to learn how the marketing practice can best work for your brand!

Check out these other blogs we have created for you to learn more about Product Placement:

Are you a brand or agency that used entertainment marketing? If so, what strategies worked for you? Join the conversation at blog.hollywoodbranded.com.

Product Placement & Co-Promotions 101 Guide 

Topics: strategy

Stacy Jones

Written by Stacy Jones

Stacy Jones, Hollywood Branded's founder and CEO, has over twenty six years of leadership experience building global entertainment branding campaigns for top Fortune 500 companies and hundreds of brands. Her career started after receiving her BFA in Theater Production & Scenic Design from the University of Arizona. Acknowledged as an expert in the field, she has appeared on CNN and MSNBC; spoken at conferences around the globe from Germany to Beijing; and has been featured in Forbes, The Wall Street Journal, The Hollywood Reporter, Financial Times, The Economist, Brandweek, Advertising Age, Variety, B&C and Mediaweek amongst others. Originally from Texas, you will still hear her ya’ll as she gathers the team for strategy planning sessions. Like all true entrepreneurs, Stacy is an adventurer at her core – having sky dived, hang glided off bi-planes, swam with crocs while rafting the Zambezi in Africa, photographed grizzly bears in Alaska, trekked Mayan ruins in Belize, explored the ocean as an avid scuba diver, and who loves owning an advertising agency where she swims with a different type of Hollywood shark on a daily basis.


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