The Power of Brand Relationships IN HOLLYWOOD
It's truly perplexing why more brands haven't harnessed the power of Hollywood. The opportunity is there, waiting to be seized by brand managers, but many brands in key categories have either failed to explore product placement or haven't done so effectively.
There are some categories where success is practically guaranteed. Think beverages, both alcoholic and non-alcoholic, automotive brands, electronics with endless possibilities, apparel, jewelry, watches, and many others. While some brands dominate these categories on screen, others rarely even make a background appearance. However, the potential for every brand is there if they simply let Hollywood know they're ready to join the game. In this blog, Hollywood Branded reveals how brands can successfully leverage trade-out opportunities for product placement in Hollywood TV and film.
Unleashing the Power of Our Agency: A Case Study in Brand Success
Hollywood Branded spent over 8 years strategically aligning BlackBerry with characters and storylines that mirror its real-life usage. With deep roots in Hollywood, BlackBerry has formed strong relationships with various industries, including Washington politicians, the military and FBI, medical and forensics, legal professionals, journalists, businessmen, and sports and talent agents. These business-based narratives seamlessly integrate with the BlackBerry brand, creating an authentic connection on screen.
Interestingly, Hollywood Branded did not negotiate payment for this exposure in TV series, as BlackBerry did not pay for placement in content. Instead, Hollywood Branded provided mobile devices, and in some cases, SIM cards with data plans, allowing the devices to function fully. This unique trade-out relationship between Hollywood Branded and BlackBerry ultimately results in on-screen product placement.
But why does this approach work? It goes beyond monetary transactions. Product placement thrives on relationships. Both Apple's iPhone and BlackBerry have invested significant time and effort in establishing connections with Hollywood, providing prop masters with the devices they need for on-screen usage. While other mobile brands have resorted to purchasing their screen time, Apple and BlackBerry have taken a more organic approach, aligning their devices with characters and storylines in a way that feels natural and relatable.
In Hollywood, success often hinges on who you know. As the founder of Hollywood Branded, I have spent over twenty-six years in the entertainment marketing industry, building a reputation for integrity and reliability. Our agency has cultivated strong relationships with key decision-makers in the industry, including prop masters, set decorators, producers, and directors. These relationships make us a go-to source for productions seeking brand integration.
Our agency offers various levels of support to productions, including loaning goods and securing clearance rights for on-screen product usage. We also engage in larger trade-outs, where we provide a significant quantity of products to offset production costs.
Additionally, we explore promotional partnerships, leveraging a brand's advertising or retail shelf space to generate exposure for the production. In some cases, cash fees are involved for more extensive storyline integration.
It's About Trust - And Proactive Action
Contrary to popular belief, not everything seen on screen is paid for. In fact, the majority of brand exposure in TV and film content is still based on trade rather than monetary compensation. Reports in the media often exaggerate the prevalence of paid placements. When the camera lingers on a product, it signals a more significant partnership, such as a promotional tie-in, cash fees, or a media buy.
When prop masters, set decorators, producers, or production resources are involved in a project, they turn to trusted sources in Hollywood. Hollywood Branded has earned a reputation as one of those trustworthy agencies. We receive scripts or invitations to read them, allowing us to analyze the brand opportunities in each project. We then negotiate partnerships with the production team, usually involving product loans, trade-outs, cash fees, or promotional support.
One of the advantages of working with Hollywood Branded is our on-site product inventory. Productions often reach out to us because we can quickly provide the requested products. Our agency maintains a comprehensive database of inventory and checks out products to the production. For valuable items, we also arrange insurance coverage to protect the brand in case of loss or damage. Once filming concludes, the products are returned to our office or the client for reuse in future productions.
After the film or television show airs, we review the materials to assess the brand's exposure and provide a detailed summary to our clients. Through surveys and feedback from brands, agencies, and consumers, we have confirmed that product placement is effective.
Product placement is an intricate process that involves building relationships, analyzing opportunities, and delivering on commitments. By understanding the dynamics of Hollywood and leveraging our expertise, Hollywood Branded continues to create successful product placement strategies that benefit both brands and productions.
Product Placement Works Through Relationships
Both Apple’s iPhone and BlackBerry have been highly successful in collaborating with prop masters in Hollywood to provide their devices for on-screen usage. Unlike their competitors, who often choose to pay for their integration on screen, these two brands have gained extensive coverage in the industry. This success can be attributed to the availability and readiness of their inventory, as well as the strong relationships they have established with decision-makers.
For example, BlackBerry has played a significant role in establishing the persona of certain characters on screen, evoking thoughts of efficiency and a business-driven mindset. On the other hand, the iPhone is often associated with creativity and a consumer-driven approach. While there may be instances where a character uses both devices, it is less likely that brands such as Samsung, Android, OPPO, LG, or Huawei would naturally come to mind. However, with the right positioning and strategic partnerships with prop masters and directors, these brands could potentially be incorporated as well.
By leveraging their relationships with key decision-makers, Apple and BlackBerry successfully integrated their products into various TV shows and films. The availability and readiness of their inventory make them go-to sources for prop masters seeking devices for their productions. This not only saves the production money by avoiding the need to purchase the products but also ensures a seamless integration that aligns with the character and storyline.
Building strong relationships with decision-makers in Hollywood is crucial for brands looking to have their products featured on screen. These decision-makers, such as prop masters, set decorators, producers, and directors, have the power to choose which brands are included in their productions. By establishing trust and providing valuable resources, brands can increase their chances of being selected for on-screen integration.
The success of Apple's iPhone and BlackBerry in Hollywood can be attributed to their strong relationships with prop masters and the availability of their inventory. These brands were able to seamlessly integrate their devices into TV shows and films, evoking specific associations and creating memorable on-screen moments. While other brands may not naturally come to mind for certain characters or storylines, with strategic positioning and partnerships, they too can find opportunities for on-screen integration. Obviously, despite our CRAZY success in elevating BlackBerry into the hottest phones on TV - business decisions eventually felled the brand. But to this day - you'll still see BlackBerry on TV and in films, replaying usage moments on screen for decades to come.
Who You Know Means Success
In Hollywood, connections can make or break a career. It's often said that it's not just about what you know, but who you know. As the founder of Hollywood Branded, I've spent over twenty one years in the entertainment marketing industry, and I can attest to the importance of building strong relationships. Our agency has earned a reputation for integrity and follow-through, and we expect the same level of commitment from our team members. This commitment is what allows us to maintain our Hollywood relationships and go above and beyond to assist productions.
Having a solid reputation in the industry is crucial, as it opens doors and establishes trust. Prop masters, set decorators, producers, and other decision-makers rely on these relationships when sourcing products for their projects. They know that when they work with Hollywood Branded, they can count on us to provide not only the products they need but also the necessary clearance rights to use those products on screen. This saves the production both time and money, as they don't have to go through the process of purchasing products or seeking approval from brands.
But our relationships go beyond just product loans. We also offer larger-scale trade-outs, where we provide a larger quantity of a product to offset production costs. This could include anything from phone rentals for the cast to water for the crew or even vehicles for on-screen use. Additionally, we explore promotional partnerships, where a brand's advertising or retail shelf space is leveraged to promote the production. This allows the production to reach a wider audience without having to pay for additional media exposure.
Of course, there are also opportunities for cash fees in certain cases. If a brand integration requires a more extensive storyline or messaging, it's likely that a financial agreement will be involved. These types of partnerships often signal a more significant collaboration between the brand and the production, such as a promotional tie-in or a media buy.
We understand that success in Hollywood is not just about what you know, but also about who you know. That's why we've invested years in building strong relationships with decision-makers in the industry. From prop masters to set decorators, producers to directors, we have established connections with key individuals who have the power to choose which brands are included in their productions. By providing valuable resources and maintaining our reputation for integrity and follow-through, we increase our chances of being selected for on-screen integration.
In the world of product placement, relationships are everything. It's not enough to simply have a great product or a compelling story. Building trust and establishing connections with decision-makers is crucial for brands looking to have their products featured on screen. And at Hollywood Branded, we pride ourselves on being a trusted go-to source for productions, offering not only products but also the support and resources that productions need to thrive. With our solid reputation and strong relationships, we continue to create successful product placement strategies that benefit both brands and productions.
We also have strong established relationships with prop masters (the people who decide what gets placed for an actor to touch), set decorators (the individuals who ‘dress’ the set, including with brands and signage), producers (who oversee the overall production deals and weigh in if there is a fee offer or larger trade out opportunities or promotion partnership), directors (who craft what actually happens on screen) and more… writers, transportation department heads, wardrobe stylists and – the list goes on.
Who Holds the Power in Product Placement?
With these relationships, we are a go-to immediate source to come to, as we are able to assist the productions on four levels.
1.) By providing loaned goods and securing clearance rights for on-screen product usage, we not only save the production money by eliminating the need to purchase products, but also save them valuable time as they no longer have to seek brand approval for on-screen appearances - and we have the capability to provide both.
2.) In addition to providing loaned goods and securing clearance rights, we also offer larger-scale trade-outs to help offset production costs. This could include supplying a larger quantity of a product, such as phone rentals or water for the crew, as well as cars for the actors to drive on screen. We have even gone as far as providing a plane for a day of filming. These trade-outs not only save the production money but also contribute to the seamless integration of products behind the scenes, enhancing the overall production value.
3.) In a strategic promotional partnership, brands can leverage their advertising or retail shelf space/packaging to incorporate a title treatment of the production property, along with captivating artwork and an enticing release date. This collaboration allows the production to gain widespread exposure among consumers, without incurring the costs of traditional media advertising.
4.) In cases where there is a need for extensive storyline integration and messaging, it is common for financial agreements to be involved. These types of partnerships often indicate a deeper collaboration between the brand and the production, such as a promotional tie-in or a media buy.
It's important for viewers to understand that not everything they see on screen is paid for. In fact, it should never be assumed that a brand's appearance in a scene with logo exposure or as part of a natural storyline is a result of payment. The truth is, the majority of brand exposure in TV and film content is based on trade rather than dollars. Reports in the media often exaggerate the extent of paid placements. However, when there is large-scale exposure with scripted usage or additional media advertising, it can be assumed that it is part of an integrated media buy. So, if the camera lingers a little longer on a particular brand, it's likely that there is more involved than just a product loan. This could include a promotional partnership, cash fees, or a media buy.
HOW IT ALL WORKS
Be sure to read our blog Top 10 Product Placement Decision Makers For What Brands Appear on Screen -- you'll learn that Production Resources are like Product Placement agencies. These are people who represent the TV show or film, similarly to how a product placement agency represents the brand – each a middle man protecting the best interests of the client) is hired on a project, they reach out to those who they trust in Hollywood.
Our agency, Hollywood Branded, is highly regarded as a trusted source in the industry. When we are approached with a new project, whether it be receiving the script, an invitation to read it, or even just a synopsis, we thoroughly analyze the opportunity for each brand we work with. We take into consideration various factors such as the likelihood of distribution, the cast, the storyline, and most importantly, the potential for brand exposure.
After carefully assessing the project, we engage in discussions with the production team to determine which brands would be the best fit. We then negotiate the terms of the partnership, which often involves loaning our products, and in some cases, larger trade-outs, cash fees, or promotional support. Our goal is to create a mutually beneficial collaboration that enhances the production and showcases the brand in a compelling way.
Where Are The Products Kept?
Hollywood Branded is a go-to agency for productions because we have the capability to house and provide products on-site. This is a major advantage for productions, as it allows us to quickly and efficiently supply the items they need. In the fast-paced world of Hollywood, where script changes and brand opportunities can arise at a moment's notice, our inventory system and database ensure that we can meet these demands with ease.
To protect the brands we work with, especially those with valuable products, we also provide insurance certificates in case the items are not returned or are damaged during filming. Once the production is completed, the products are returned to our office or to the client, ready to be utilized in future film or TV productions. This cycle of collaboration and reuse is a testament to the strong relationships we cultivate with individuals in the industry.
After the film or television production has aired, we conduct a thorough review of the materials to assess the brand exposure received. This includes analyzing the reach, length of time on screen, and a detailed description of how the products were used. We provide our clients with a comprehensive summary of their brand's presence, allowing them to gauge the effectiveness of the product placement strategy.
Product Placement Works
We have seen firsthand the effectiveness of product placement. Not only have our clients experienced great success, but we have also conducted extensive surveys with brands, agencies, and consumers to gather their valuable feedback. Product placement is just one of the many proven entertainment marketing tactics that can help brands generate consumer engagement and boost sales.
Read our blog 5 Ways Brand Marketers Secure Product Placement To Increase Sales.
Ccheck out these blogs on product placement as well:
- 4 Common Myths About Product Placement Debunked
- 10 Surprising Reasons Why Brands Do Product Placement
- 8 Ways To Use Product Placement Assets To Amplify Your Brand Into Sales
- 3 Important Steps In Planning Product Placement Strategy
- Thinking Product Placement Cost Is High (It Isn't!)
Are you eager to incorporate product placement into your entertainment marketing strategy, but unsure of where to begin? Product placement offers endless possibilities beyond what you may have initially imagined, and it is crucial to familiarize yourself with the essential tactics that align perfectly with your brand. Take the first step towards expanding your knowledge by downloading our informative Product Placement 101 Infographic today!
