TYPE OF 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.
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.
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.
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 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.
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.
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.
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.
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.