Marketing product placement strategies


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Marketing product placement strategies

  1. 1. PRODUCT PLACEMENT Strategies
  2. 2. 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.
  3. 3.  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.
  4. 4.  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.
  5. 5.  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.
  6. 6.  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.
  7. 7.  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.
  8. 8.  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.