communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.


Quick guide to doing product placement

Product placement is slowly emerging as the possible only viable alternative to classical advertising. So I have put together a couple of rules of successful product placement

A) What NOT to do
- do not insist on having your product displayed where it normally would not appear - like a deodorant can in the living room
- do not insist on the key character wearing more than a branded cap ocassionally - a branded cap, Tshirt and sneakers might draw attention
- do no insist on the key character wearing a branded item ALL THROUGHOUT the show - unless it's a live show where he/she does not change
- do not associate brands with characters that would normally not use them - Cocolino in the bathroom of Taxi driver will not look convincing
- do not insist on the character saying the "corporate accepted" name of your product
- related: do not insist on the character asking for your product when they would be asking for a generic - no one says "can I have a cup of Amigo Super Blend" unless they are an obsessive compulsive maniac

b) What to DO
- plan the product placement ahead - talk to producers when they are just writing the script
- build the product into the character's daily routine for a long time
- only showcase your star product
- use block busters to launch products - new heroes, new design, new customers
- use series to maintain loyalty for products - relationship with recurring characters means relationship with their brands
- do not be obvious, be smart
- ask yourself "what would this character do with my product?" - of the answer is "nothing" choose some other show to place your product in
- talk to the actor and the person writing the script = tell them about your product so they can integrate it naturally
(should be in NOT to do: DO NOT send the corporate brochure for inspiration for the person writing the script)

To be continued....

1 comment:

Sebastiano said...


Ma uitam la The Weather Man aseara.

The title could have been The Weather Man and McDonald's.