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[P709]Product Placement In Movies

by My Booking Manager, My

The CEO had just breezed through the office for his monthly back-office visit. Stopping briefly at Charli's desk, he seemed to be mesmerized by the pumpkin shaped stress ball that had been sitting on Charli's printer since she came back from the team-building seminar. The discussion soon turned to one about the value of team-building and how the CEO had been considering something similar for the senior managers.

“So, what was the name of the provider for your team building, Charli?” the CEO asked.

“Umm, I think it's printed on the stress ball” observed a relieved Charli.

Who can really predict the power of product placement? If human nature follows its course, delegates on a workshop or seminar will return to their desk, file the event paperwork under “N” for “Never read again” and carry on with their normal lives. However, give them a gizmo, wotsit or doodah that has your logo branded on it and has some marginal functionality, they may well end up putting it on their desk or, if it's clothing, wearing it. This form of advertising is not just the domain of Coca Cola and Nike, it can be applied to any brand.

The range of products to brand with your logo is enormous and includes everything from the ubiquitous coffee mugs, pens, mouse mats and memo holders to more expensive conference folders, USB flash memory keyrings, umbrellas and golfing jackets. Prices range from a few cents to $20 or $30 per item plus a setup cost which can be from $30 to $100 depending on the sophistication of the branding, so most budgets can handle some sort of promotional gift. Allow a month or more to have your gifts branded. Some simpler items with single color branding can be turned round inside a week; however it is always better to have time to check the quality.
Designing conversation pieces

Seminars, workshops and roadshows are prime candidates for cross-marketing your entire range of products and services. Where they are being used for in-company training, workshops can act as a vehicle for communicating company policy on a wide range of issues.

When your delegates arrive, when they break for coffee or break for lunch, there will always be some who may find small-talk and conversation difficult. Providing them with a combination of information leaflets, exhibition boards and perhaps an endless loop presentation on a small screen monitor may not only keep them occupied. This background activity could lead to additional sales, better communication and also act as a stimulus for conversation.

Although Charli had not consciously absorbed all of the information presented as a side-show at the seminar she attended, she was amazed just how much she had taken in at the subliminal level. For example, she was able to recall that there had been some mention of custom-designed seminars for senior teams and that the training company specialized in outdoor challenges for not-so-fit executives; managing to mention this without glancing at the CEO's rather generous waistline.

Any company would kill for that kind of recognition. So how, exactly, did RayBan manage to turn a brand -- one that they nearly discontinued due to such poor sales -- into an American icon that continues to permeate modern style decade after decade?

Humble Beginnings

The Wayfarer was first manufactured in 1952. Due to the success of the Aviator model, RayBan initially chased after the same target market with the Wayfarer -- pilots. But where the Aviator utilized large lenses to cover the "goggle effect" that early WWI pilots experienced, the Wayfarers were much more compact and sleek looking.

Initially, the Wayfarer did well with non-pilots thanks to Audrey Hepburn wearing them in the movie Breakfast at Tiffany's. This lead to many stars, including the likes of John Lennon, Marilyn Monroe, Andy Warhol, and many more picking them up.

The Fall

But by the 70's, sales began dropping off. Despite the RayBan's obvious boost in sales from having them worn by a star in a popular movie, the whole idea of product placement was a virtually unknown and unpracticed marketing tactic until 1982.

That's when the producers of the soon-to-be filmed E.T.: The Extra-Terrestrial approached candy company Mars Inc. about using M&M's in their movie. Mars was all for it, until they realized the movie makers were expecting payment. That's what led the film makers to approach Hershey's about using Reese's Pieces instead.

Hershey's reluctantly agreed to pay up. And the rest, as they say, is history. Marketing companies that specialized in product placement sprung up, one of which picked up the business of RayBan.

The Revival

By this time, RayBan was ready to discontinue the Wayfarer due to low sales and interest. But a last hoorah was given when they decided to pay for placement in the movie Risky Business. Star Tom Cruise famously wore them throughout the movie.

The Wayfarer also appeared on promotional movie posters and trailers. The Wayfarer's 1983 sales saw a boost that would guarantee its placement as an American icon throughout history. It helped that through 1987, the Wayfarer went on to appear in over 360 movies and television shows.

Today, product placement is so prevalent that it's now often the target of ridicule and criticism. The 1998 movie The Truman Show lampooned product placement efforts by having characters supposedly trying to disguise product promotion, but in reality were quite blatant about it.

While product placement may not be as effective as it once was, leading to much more elaborate efforts in the marketing niche, its early success has guaranteed the Wayfarer a permanent place in history.

Article Source : future of online marketing

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Both My Booking Manager & Art Gib are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

My Booking Manager has sinced written about articles on various topics from Recreation and Sports, Finances and About My Space. . My Booking Manager's top article generates over 33100 views. to your Favourites.

Art Gib has sinced written about articles on various topics from Supplements, Teachers and self improvement and motivation. Ojo Designs () offer over a dozen top sunglasses brands, including the iconic. Art Gib's top article generates over 1830000 views. to your Favourites.