Product Placement as Marketing Approach
Upcoming SlideShare
Loading in...5
×
 

Product Placement as Marketing Approach

on

  • 5,469 views

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

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

Statistics

Views

Total Views
5,469
Views on SlideShare
5,431
Embed Views
38

Actions

Likes
4
Downloads
277
Comments
0

3 Embeds 38

http://www.slideshare.net 23
http://lj-toys.com 14
http://prostartup.net 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Product Placement as Marketing Approach Product Placement as Marketing Approach Presentation Transcript

    • Marketing Alternative: Product Placement approach
    • Media channels response fall:
      • 56% russian consumers don’t trust ads
      • 50-70% media inflation for TV in 2008
      • Banners CTR falls from 0,4% to 0,2% in 2008
    • Consumer
    • Consumer Channels Web brand Press brand BTL brand Radio brand TV brand Movies brand Outdoor brand Competition brand
    • Movie: The Break Up http://youtube.com/watch?v=D3qltEtl7H8
    • What parameters don’t we consider?
      • Perception
      • Values
      • Relationship
    • Brand Brand Brand
    • Lovemark Lovemark Lovemark
    • Incentive to buy… … again … again … again
    • Product placement approach to marketing:
      • product into context valuable for consumer
      • content with consumer perception in mind
      • building relationship instead of pushing to buy
    • Product placement approach to marketing: valuable perception relationship
    • valuable
    • Ironiya Sudby
    • Ironiya Sudby
      • People reviews:
      • Sponsor beer, sponsor cosmetics, sponsor bee and all that stuff is annoying – that product placement has already got goat to everyone
      • 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
      • http://www.kinopoisk.ru/level/1/film/276261
    • Ironiya Sudby product placement has already got goat to everyone People reviews: That is worth nothing
    • B BUY!!!
      • Will It Blend.com
      • 30MM+ views
      • Sales skyrocketed
      The product is in center all the time. But…
    • WHY?
    • perception
      • BMW Product Placement
      5 BMW Films by leading Hollywood directors: Guy Ritchie, Wong Kar-Wai, Ang Lee
      • 11 MM Views
      • Sales increased by 12, 5 %
      • otkritka.FLORIST.ru
      Multimedia Rezeda-Test: what a flower are you?
      • 170 000+ test respondents
      • 1000+ weblog postings
    • relationship
    • Stormhoek: wine and blogs
    • Stormhoek
      • Wine presented to bloggers
      • Bloggers dinners with Stormhoek
      • Hugh Macleod caricatures
      • $40K for 2 years
    • Stormhoek
    • Stormhoek 100 weblogs postings Sales increased by 6 The most efficient ads campain in 2006 by AdAge
      • Gurmanavt.RU
      • Project
      • Youth social network on Tamagotchi principle
      • Visitors evolve their own alien pet into adult being
      • One training for one pet daily – viral mechanism
      • Weblog vidgets
      • Brand Integration
      • The food of aliens and landscapes where they grow match the restaurants’ ethnic cuisines: American, Italian and Japanese.
      • Gurmanavt.RU
        • Results:
        • 3 + million visits virally engaged
        • Self-developing social media with 260 K audience a month
        • 40+ spontaneous self-organizing communities: Alien Women Association, Marriage Palace etc.
    • consumer Content Lovemark brand
    • Maria Ivanova [email_address]
    •