| With more and more companies wanting to
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| | photographed
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| integrate their products into the lives
| |
| | using your product or evangelizing it on
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| of
| |
| | a talk show. But if one looks at Product
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| celebrities, now seems like a good time
| |
| | Seeding as one tactic in a larger
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| to take a closer look at Celebrity
| |
| | Celebrity Product Placement effort, it
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| Product
| |
| | can pay big
|
| Placement, describe three common
| |
| | dividends - particularly in identifying
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| approaches, and outline what steps can be
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| | celebrities who have a true affinity for
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| taken
| |
| | your
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| to guarantee results.The term "Celebrity
| |
| | product.Energy Brands, makers of the
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| Product Placement" is used to describe
| |
| | Glaceau Vitamin Water line, discovered
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| several related
| |
| | this in 2004.
|
| techniques, but its definition applies
| |
| | As a result of its long-time strategy to
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| to each: free products are distributed to
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| | "home deliver" the vitamin-enhanced drink
|
|
| |
| |
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| celebrities in expectation of a
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| | to celebrities (including Sean "Puffy"
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| promotional benefit. Unlike the more
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| | Combs and Tom Cruise), the company gained
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| overt, paid-for
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| | a
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| endorsement, it offers a distinct
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| | fan in 50 Cent. Having mentioned his
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| advantage. It can appear like a product
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| | preference for the product in a series of
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| choice
| |
| |
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| made on individual preference.Most
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| | interviews, the Hip Hop star - who is
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| marketers are unaware of their options in
| |
| | well known for his fitness-centered
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| this category (one form features
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| | lifestyle -
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| contracts with celebrities, guaranteeing
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| | became an obvious choice for brand
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| performance and allowing marketers to
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| | spokesperson.Speaking to Ad Age magazine,
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| actively leverage celebrity patrons in
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| | Energy Brands' VP of marketing, Rohan
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| the media) and therefore many overlook a
| |
| | Oza, said
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| very
| |
| | "We've seen that when 50 Cent
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| powerful influencer-marketing
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| | incorporates [Vitamin Water] into his
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| technique.In this article, I will
| |
| | daily routine ...
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| describe each of the three main
| |
| | the brand gets on the airwaves and we
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| approaches and discuss their
| |
| | create a lot of trial." Making vitamin
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| relative merits by listing their pros
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| | water a
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| and cons. I also hope to quash any
| |
| | visible part of the rapper's healthy
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| misconception that Celebrity Product
| |
| | lifestyle worked so well the company
|
| Placement has to be a gamble, and show
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| | launched a
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| you
| |
| | new "Formula 50" variety named for the
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| how best to secure a return on
| |
| | artist.Such "organic" relationships can
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| investment (R.O.I.).But first, a little
| |
| | grow from Product Seeding. Not only can
|
| history...Celebrity Product Placement
| |
| | marketers
|
| (sometimes called "Celebrity Seeding")
| |
| | benefit from press mentions, but the
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| has been with us
| |
| | process can be used to uncover
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| since the dawn of marketing. Centuries
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| | promotional
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| before Arnold Schwarzenegger stepped into
| |
| | opportunities and, in some cases,
|
|
| |
| | identify the most ideal product
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| his first Hummer, an 18th century potter
| |
| | endorsers.Product Seeding remains a
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| named Josiah Wedgwood began supplying
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| | gamble but, if executed properly, one
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| his wares to England's Queen Charlotte.
| |
| | well worth taking.
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| Being given the title "Potter to Her
| |
| | Relatively speaking, it is a very
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| Majesty"
| |
| | low-cost marketing program. And the
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| led to a huge amount of publicity for
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| | return on
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| Wedgwood which he took advantage of using
| |
| | investment - though difficult to
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|
| |
| | forecast compared to barter relationships
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| the term "Queen's Ware" wherever he
| |
| | discussed
|
| could.It wasn't until the 20th century
| |
| | below - can be big. But what if your
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| that marketers keyed-in on America's
| |
| | goal is limited to getting press
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| "royalty":
| |
| | mentions? Can a
|
| Hollywood. But more often than not they
| |
| | publicist hedge his or her bets in this
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| met with disappointing results. Some
| |
| | category?One of the great things about
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| companies responded only to occasional
| |
| | Product Seeding is how creative you can
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| requests for products ("gifting"), while
| |
| | get. For
|
| others made half-hearted attempts to
| |
| | Trident White chewing gum, the company
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| distribute them without first devising a
| |
| | commissioned a Harris poll asking the
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| means
| |
| | public to vote on the best "celebrity
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| to guarantee results ("seeding"). In
| |
| | smiles." My company, which specializes in
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| the end, most companies seeded product
| |
| |
|
| "to the
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| | celebrity product placement, delivered
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| wind" and failed to grow anything of
| |
| | gift baskets of the product to the Top 6
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| value.Those efforts that did succeed,
| |
| | winners, allowing Trident to plug the
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| however, were so successful that
| |
| | celebrities in their press materials.On
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| independent
| |
| | another occasion, Electrolux - maker of a
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| specialists emerged to help companies
| |
| | new high-end, super-quiet vacuum
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| achieve better results. But the services
| |
| | cleaner - wanted to align their product
|
| they
| |
| | with celebrities. We identified 6
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| offer vary and so do the results.What's
| |
| | celebrity
|
| It All About?Marketers have long known
| |
| | moms who had recently given birth and -
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| the power of celebrity to influence
| |
| | touting the fact that these vacuums would
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| consumer-
| |
| |
|
| purchasing decisions. The term "borrowed
| |
| | not wake a sleeping baby - made gifts of
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| equity" has been used to describe how a
| |
| | the product to each. Here again, the
|
| celebrity endorsement can bestow upon a
| |
| | company was able to use celebrities to
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| product special attributes and cache it
| |
| | draw press coverage for its product. And
|
| might not otherwise have.The same
| |
| | they were able to reference these
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| concept applies to Celebrity Product
| |
| | celebrities because they were stating
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| Placement. But unlike celebrity
| |
| | facts (a gift
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| endorsements, where a highly compensated
| |
| | was made to...).But what if you want
|
| personality appears in commercial
| |
| | tighter integration with celebrities?
|
| advertising, Celebrity Product Placement
| |
| | Suppose you need to
|
| offers marketers a more subtle and highly
| |
| | forecast a return on investment in order
|
|
| |
| | to get approval for a Celebrity Product
|
| effective means of reaching the public -
| |
| | Placement campaign? And what if you want
|
| via the media they consume by
| |
| | celebrities to provide feedback about
|
| choice.Indeed, Celebrity Product
| |
| | your product and authorize use of their
|
| Placement is as much about placing
| |
| | names and likenesses as part of your
|
| products with
| |
| | press
|
| celebrities as it is about getting
| |
| | campaign?BARTER RELATIONSHIPSBarter is,
|
| stories about those relationships into
| |
| | perhaps, the only way to guarantee
|
| the press.
| |
| | performance on the part of the
|
| Regardless of the approach, Celebrity
| |
| | celebrity. Unlike other forms of
|
| Product Placement strategies have a
| |
| | gifting, this is a quid pro quo
|
| common
| |
| | relationship whereby
|
| aim: to tie celebrities
| |
| | the celebrity agrees in advance to
|
| (thought-leaders, influencers) with
| |
| | participate in the marketer's promotional
|
| consumer products in the
| |
| | activities
|
| public consciousness.Three different
| |
| | - in exchange for valuable
|
| techniques offer three different levels
| |
| | product.Celebrity Product Placement
|
| of control over that placement:
| |
| | campaigns of this type work best for
|
| gifting-the-talent (this usually
| |
| | big-ticket items
|
| involves supplying products for gift bags
| |
| | such as consumer electronics and (the
|
| at live
| |
| | loan of) cars. But with creative
|
| events); product seeding (products are
| |
| | approaches,
|
| distributed more widely in hopes of
| |
| | special product questionnaires and
|
| securing
| |
| | generous "Right of Publicity" agreements,
|
| a promotional benefit and kicking off a
| |
| |
|
| trend); and, barter relationships
| |
| | marketers can use the celebrity's name,
|
| (individual
| |
| | likeness and opinion as part of their
|
| celebrities agree to participate in
| |
| | public
|
| custom programs in exchange for valuable
| |
| | relations campaigns.Celebrity Product
|
| products).Let's take a look at each one
| |
| | Placement - via barter agreements - is
|
| in greater
| |
| | also among the most
|
| detail.GIFTING-THE-TALENT"Everybody"
| |
| | affordable ways to use celebrities. For
|
| knows that celebrities own all the
| |
| | the price of a few products, and
|
| coolest stuff, and well before
| |
| | sometimes a
|
| everybody else. Celebrities travel the
| |
| | token honorarium, companies can
|
| world and every minute detail of their
| |
| | integrate testimonials into their PR
|
| daily
| |
| | materials and
|
| lives pervades the media. As
| |
| | create customized celebrity content for
|
| style-leaders, they are perhaps our most
| |
| | their websites.They can involve numerous
|
| powerful
| |
| | stars in a press campaign for less than
|
| influencers. It's no wonder then that
| |
| | the cost of a
|
| companies are lining up to give them the
| |
| | single paid celebrity spokesperson. It
|
| latest
| |
| | is one of the most under-exploited
|
| gifts and gadgets for free.One method to
| |
| | tactics
|
| do this is called "Gifting-The-Talent."
| |
| | available to marketers today.A Case
|
| This generally involves
| |
| | Study: Sony ElectronicsThe Sony CD Mavica
|
| supplying free product for insertion
| |
| | - at the time, the only digital camera
|
| into "goody bags" which are handed out as
| |
| | offering a built-in CD-
|
|
| |
| | Rom - had failed to penetrate the
|
| 'thank you' gifts to celebrity
| |
| | increasingly crowded market for digital
|
| presenters and award nominees at the
| |
| | imaging
|
| now-countless
| |
| | products. This was troubling for Sony
|
| awards shows and charity benefits that
| |
| | because the CD Mavica offered clear
|
| dot the entertainment landscape.At last
| |
| | advantages over its competitors; namely,
|
| year's Academy Awards, for example, one
| |
| | freedom from wires. But that message had
|
| of two Best Actress gift-bags
| |
| | failed to reach the public.Sony wanted
|
| featured Gucci sunglasses, a Sprint PCS
| |
| | to involve celebrities with their
|
| phone, Christian Tse 18-carat gold Iris
| |
| | products and for that involvement to
|
| earrings, and more. The Best Actor bag
| |
| | influence the public in a meaningful
|
| featured Gucci eyewear, a Maurice Lacroix
| |
| | way. They wanted a high-profile event -
|
|
| |
| | preferably benefiting charity - upon
|
| Swiss watch and assorted other goodies.
| |
| | which to launch a yearlong press campaign
|
| According to news reports, the retail
| |
| | in
|
| value
| |
| | time for the Christmas shopping season.
|
| of one such group of bags at the Oscars
| |
| | The focus: to promote the simplicity of
|
| exceeded $110,000 each!But how effective
| |
| | CD-based photography.The budget was
|
| is this practice? If the goal of
| |
| | limited. But, having learned that the
|
| Celebrity Product Placement is to get
| |
| | latest Sony products could be
|
| press coverage, can we measure the value
| |
| | made available to gift the talent, The
|
| of gift-bag placements? What types of
| |
| | Hollywood-Madison Group proposed a
|
| products are suitable and which are not?
| |
| | Celebrity Product Placement campaign.
|
| And what level of control does this
| |
| | Each celebrity would be asked to take a
|
| strategy
| |
| | picture of what "Freedom" means to them,
|
| offer marketers both in terms of
| |
| | and those photos would be auctioned off
|
| demographics and reach?There is no
| |
| | for charity.Such an artistic challenge,
|
| denying the value of being associated
| |
| | coupled with the prospect of receiving
|
| with these glitzy events, and by
| |
| | free Sony product,
|
| extension, the celebrities who populate
| |
| | not only served to induce celebrities to
|
| them. On the plus side, they offer a rare
| |
| | participate, but offered us an
|
|
| |
| | extraordinary
|
| opportunity to get close to the biggest
| |
| | opportunity: to frame these pictures and
|
| stars in the world. On the minus side,
| |
| | mount an exhibition which raised money
|
| the
| |
| | for charity. Indeed, the charity
|
| marketer has no control in matching up
| |
| | component attracted higher-caliber
|
| celebrities who hold sway over their
| |
| | celebrities and
|
| particular demographic. They have to
| |
| | provided the "hook" to draw media
|
| play the cards they are
| |
| | attention.We successfully placed the Sony
|
| dealt.Gifting-the-talent at award shows
| |
| | CD Mavica digital camera with fifteen top
|
| virtually guarantees mentions in the
| |
| | stars
|
| celebrity
| |
| | including Eric McCormack, Alyssa Milano
|
| press at the time of the event; but
| |
| | and Dennis Hopper. The photographs were
|
| without permission to associate the
| |
| | then offered for sale on eBay as part of
|
| celebrity's
| |
| | Wired magazine's annual charity auction,
|
| name and likeness with the product,
| |
| | and put on display at a star-studded
|
| marketers don't have the leeway to truly
| |
| | event in Los Angeles.Fifteen top
|
| leverage those relationships in their
| |
| | celebrities demonstrated the practical
|
| own press activities.Gifting-the-talent
| |
| | use of Sony's product and
|
| in this way has other limitations:
| |
| | authorized the use of their names,
|
| first-movers snap-up desirable
| |
| | likenesses and opinions about the product
|
| categories and, of course, not all
| |
| | for
|
| products are deemed appropriate. You
| |
| | press and marketing purposes (for one
|
| won't find
| |
| | year). Sony received free advertising for
|
| an energy drink in these bags.PRODUCT
| |
| | its
|
| SEEDINGProduct Seeding offers marketers
| |
| | product in print and online for three
|
| more control over whom to place products
| |
| | months (worth an estimated $100,000), as
|
| with
| |
| | well
|
| but, conversely, less control over how
| |
| | as 3.6 million webpage impressions
|
| (or if) those products get used. And,
| |
| | (auction as a whole) and national press
|
| while
| |
| | coverage including Entertainment
|
| virtually any product - from bottled
| |
| | Tonight.You can read more about this
|
| water to consumer electronics - can be
| |
| | project on our
|
| seeded
| |
| | website>celebrity_projects>influencer
|
| with celebrities, marketers are playing
| |
| | campaigns.ConclusionCelebrity Product
|
| the odds here. But the payoff can be huge
| |
| | Placement offers marketers an exciting
|
| if
| |
| | way to influence
|
| the seeding is supported by a creative
| |
| | consumer-purchasing decisions. Properly
|
| strategy.Product Seeding is the oldest
| |
| | executed, it can be a low-cost, high-
|
| form of Celebrity Product Placement.
| |
| | return proposition. As such, it should
|
| Products are
| |
| | be part of every consumer-marketing
|
| distributed more widely. They can be
| |
| | program.Three different approaches offer
|
| aimed at celebrities who are most
| |
| | three different results:
|
| compelling
| |
| | gifting-the-talent (narrow
|
| to your demographic. And they can be
| |
| | focus); product seeding (broad focus)
|
| delivered directly to the celebrity
| |
| | and, barter relationships (one-on-one
|
| without the
| |
| | focus).
|
| filters imposed by events. Of course,
| |
| | But, as we have seen, a tightly
|
| working with a specialist who can get
| |
| | integrated celebrity product placement
|
| your
| |
| | campaign,
|
| product directly to celebrities becomes
| |
| | combining elements of each, can improve
|
| paramount here. Film and television
| |
| | results and deliver an impressive return
|
| product
| |
| | on investment.Jonathan Holiff is
|
| placement agencies are NOT set up for
| |
| | president and CEO of The
|
| this practice.Taken by itself, Product
| |
| | Hollywood-Madison Group - the leading
|
| Seeding is a gamble. If you send enough
| |
| | recruiter of celebrities for
|
| freebies to
| |
| | endorsements, appearances and press
|
| Hollywood but you don't have a creative
| |
| | campaigns.
|
| strategy, a celebrity might be
| |
| |
|
