marketing product placement strategies
TRANSCRIPT
PRODUCT PLACEMENT
Strategies
TYPE OF PLACEMENT
Visual Placement
Product placement strategies that focus on visual exposure rely on the
number of times a product appears within a show and how prominently it
displays within a story setting. This can be an effective advertising approach
for creating brand awareness when used within a popular show or program.
Another approach goes a step further by incorporating a product into the
show's actual storyline. This strategy is called plot connection and involves
the physical handling of a product by the characters in the story.
Auditory Placement
Product placement strategies that focus on auditory exposure include the
product name within a show's character script. Placement approaches can be
based on the number of times the product is mentioned, the type of scene its
mentioned in, or the amount of emphasis placed on the product itself.
Auditory placement can be an effective way to connect with the fans of a
certain actor or character when that character uses a particular product
brand.
Advertising
Before the product is released, create an ad campaign for print,
online and television media. The campaigns should be used in outlets that will
reach your target audience. For example, if you are launching a new gadget
for teens, you may want to spend your advertising dollars in teen magazines.
Start the advertising campaigns around six months to a year before the
product arrives in stores. However, do not include an exact date on the
advertisements. Instead, use the year or season it will be finished. Once you
are closer to the product hitting the shelves, include the date.
Promotions
Sales promotions such as giveaways and coupons can be
effective for new product launches, giving customers an extra incentive to
buy in addition to the hype created by advertising campaigns. Price
promotions can reduce the risk associated with trying a new product,
especially when the promotion includes free samples or other giveaways. If
consumers feel they won't be losing much if they are dissatisfied, they are
more likely to give new products a try.
Survey
Survey potential customers to anticipate customer reactions and
help target your advertising messaging. Consider using focus groups to
modify your product and advertising strategy prior to launch.
Customer Experience
Use in-person demonstrations, product sample giveaways or
other methods of allowing customers to experience your new product.
When customers have a positive experience with your new product, you
can increase direct sales and drive word-of-mouth advertising.
Piggyback
Provide samples of your new product on an existing product. In addition to
driving sales of the existing product by offering a free bonus, you also get your
new product in the hands of potential customers.
Events
Sponsor a community event to obtain beneficial media coverage and
product placement at the event. Fairs, festivals and even art shows can provide a
great showcase for your new product. Event attendees are usually in a relaxed
mode and willing to try new products. Draw attention to your product by
sponsoring prizes at the event, creating lively activities that prominently feature
your product or offering free samples.
Quality
A new product launch can only go as far as the
quality of the product. Invest the time and effort to create a
superior product prior to launch. When you grab customers
with a product that is error-free and comprehensive from
the start, you create a lasting impression of quality,
innovation and value that will outlast launch activities and
can translate into long-term product success.