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For Producers: How To Know If Your Project Can Make Money From Product Placement

Stacy Jones | June 17, 2015 at 8:24 AM
Stacy Jones

Why Productions Should Evaluate Their Opportunities

Partnering with brands and featuring them in projects can yield cost-saving production benefits, amongst others. But before looking into these types of opportunities, productions should evaluate their project and determine whether or not they offer something that the brands feel is worth riding along for. In this blog, Hollywood Branded is sharing 4 key questions to ask of your production.


Blog For Producers Can YOUR PROJECT Make Money From Product Placement

1. Does It Have A Relatable Message?

A storyline that brands can embrace is important.  The brand is hoping for the consumer to buy into their product as they are buying into the ethos of the entertainment of which it is being exposed through.  Does the story’s message match that of the brand’s marketing tactics?  Does it have a positive message that the brand wishes for that very consumer to see in their own product?  Even projects with themes of horror, blood and gore, though they may not appear to be enticing to most brands, may be welcomed by a few.

2. Does It Target An Audience That Brands Would Be Interested In Being In Front Of?

Different types of projects appeal to specific crowds.  Family-targeted brands will have interest in films that bring the family to the theaters, while brands that target teens will perhaps look to horror films or dark TV shows, which tend to draw viewers ages 18-25.

3. Does It Have Known And Recognizable Talent? 

A brand marketer isn’t going to sign on to a feature film if they don’t recognize the cast.  In order to get maximum exposure, a project carrying a big name is going to be much more alluring to brands.

Think of what else you can offer the brand that provides the brand with content in your film or show and beyond.


4. Does It Have Distribution?

While this can be a hard one to be able to share prior to shooting, there are ways you can help explain how your production will be distributed.  Brands are traditionally looking for some guarantee of impressions for providing you not only with fee paid integrations, but also for product that is loaned or gifted to the production. No one wants to send product out that has a hard cost, invest their brand's time in the logistics of getting that product out, to only find out that no one will ever even see the property. 

Productions have to find a way to paint a picture of potential distribution channels, or they will not get a brand onboard with one exception. That exception? If there is A-list caliber talent involved in the project.  Without distribution AND without a very well known lead in the cast, your project has very low hope of attracting any interest by brands. Even to be given 'free stuff'. There is always a hard cost to that 'free' - including shipping.  

Creative Ideas And Resources Pay Off

Even a project that lacks one of the three elements can still be a successful project when creative ideas and resources are utilized.  Think of social media call outs during production, exclusive behind the scenes footage available for brands to stream on their YouTube channel, meet and greets with their executives and your cast, premiere party sponsorships that would lend opportunities for PR.  The possibilities are endless.  Keep your mind open, be willing to strategize, and you will be much more likely to entice brand partnerships. 


So How Can A Brand Best Partner?

Are you interested in integrating product placement into your production, but simply don’t know where to start?  There is more to product placement than you may think,  and it is important to be educated about the key tactics to best fit brands.  Download our Product Placement 101 Infographic today to start learning more!

product placement 101

Topics: Strategic Partnerships, strategy

Stacy Jones

Written by Stacy Jones

Stacy, our agency’s founder, has over twenty 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.