Product Placement as Marketing Approach

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This is a web version of Maria Ivanova (KSAN) presentation at Marcus Evans Product Placement Conference in Prague, 26.06.08

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Product Placement as Marketing Approach

  1. 1. Marketing Alternative: Product Placement approach
  2. 2. Media channels response fall: <ul><li>56% russian consumers don’t trust ads </li></ul><ul><li>50-70% media inflation for TV in 2008 </li></ul><ul><li>Banners CTR falls from 0,4% to 0,2% in 2008 </li></ul>
  3. 3. Consumer
  4. 4. Consumer Channels Web brand Press brand BTL brand Radio brand TV brand Movies brand Outdoor brand Competition brand
  5. 5. Movie: The Break Up http://youtube.com/watch?v=D3qltEtl7H8
  6. 6. What parameters don’t we consider? <ul><li>Perception </li></ul><ul><li>Values </li></ul><ul><li>Relationship </li></ul>
  7. 7. Brand Brand Brand
  8. 8. Lovemark Lovemark Lovemark
  9. 9. Incentive to buy… … again … again … again
  10. 10. Product placement approach to marketing: <ul><li>product into context valuable for consumer </li></ul><ul><li>content with consumer perception in mind </li></ul><ul><li>building relationship instead of pushing to buy </li></ul>
  11. 11. Product placement approach to marketing: valuable perception relationship
  12. 12. valuable
  13. 13. Ironiya Sudby
  14. 14. Ironiya Sudby <ul><li>People reviews: </li></ul><ul><li>Sponsor beer, sponsor cosmetics, sponsor bee and all that stuff is annoying – that product placement has already got goat to everyone </li></ul><ul><li>Permanent ads spoil the film – it’s really endless. If the beer just stood on the table even with the label seen but when they emphasize on how the beer is opened, how the mayonnaise pours out, how the chocolate is eaten, how the powder is poured and the ticket with no flight but Aeroflot logo… That is worth nothing </li></ul><ul><li>http://www.kinopoisk.ru/level/1/film/276261 </li></ul>
  15. 15. Ironiya Sudby product placement has already got goat to everyone People reviews: That is worth nothing
  16. 16. B BUY!!!
  17. 17. <ul><li>Will It Blend.com </li></ul><ul><li>30MM+ views </li></ul><ul><li>Sales skyrocketed </li></ul>The product is in center all the time. But…
  18. 18. WHY?
  19. 19. perception
  20. 20. <ul><li>BMW Product Placement </li></ul>5 BMW Films by leading Hollywood directors: Guy Ritchie, Wong Kar-Wai, Ang Lee <ul><li>11 MM Views </li></ul><ul><li>Sales increased by 12, 5 % </li></ul>
  21. 21. <ul><li>otkritka.FLORIST.ru </li></ul>Multimedia Rezeda-Test: what a flower are you? <ul><li>170 000+ test respondents </li></ul><ul><li>1000+ weblog postings </li></ul>
  22. 22. relationship
  23. 23. Stormhoek: wine and blogs
  24. 24. Stormhoek <ul><li>Wine presented to bloggers </li></ul><ul><li>Bloggers dinners with Stormhoek </li></ul><ul><li>Hugh Macleod caricatures </li></ul><ul><li>$40K for 2 years </li></ul>
  25. 25. Stormhoek
  26. 26. Stormhoek 100 weblogs postings Sales increased by 6 The most efficient ads campain in 2006 by AdAge
  27. 27. <ul><li>Gurmanavt.RU </li></ul><ul><li>Project </li></ul><ul><li>Youth social network on Tamagotchi principle </li></ul><ul><li>Visitors evolve their own alien pet into adult being </li></ul><ul><li>One training for one pet daily – viral mechanism </li></ul><ul><li>Weblog vidgets </li></ul><ul><li>Brand Integration </li></ul><ul><li>The food of aliens and landscapes where they grow match the restaurants’ ethnic cuisines: American, Italian and Japanese. </li></ul>
  28. 28. <ul><li>Gurmanavt.RU </li></ul><ul><ul><li>Results: </li></ul></ul><ul><ul><li>3 + million visits virally engaged </li></ul></ul><ul><ul><li>Self-developing social media with 260 K audience a month </li></ul></ul><ul><ul><li>40+ spontaneous self-organizing communities: Alien Women Association, Marriage Palace etc. </li></ul></ul>
  29. 29. consumer Content Lovemark brand
  30. 30. Maria Ivanova [email_address]

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